Ocado, famed for not having any stores is moving from computer screens to shop windows, as the award-winning online supermarket takes residence at central London shopping centre – One New Change – to showcase the next generation in shopping.
In a UK first, for a temporary spell, an integrated window display will allow shoppers to purchase all their grocery essentials and a few indulgent treats on their mobile phones, to be delivered direct to their door. From stamps to Shiraz; toilet roll to tuna; even delicious treats from the supermarket’s new Reflets de France and Daylesford Organic ranges, never has window shopping been so satisfying.
An experimental and innovative departure from its traditional business model, the Ocado virtual store at Unit 23, One New Change in the City of London will be accessible 24 hours a day with customers able to shop in a few easy steps:
1. If you don’t have it already, download the Ocado on the Go app from the App Store or Android Market
2. Open the app and press the barcode symbol in the top right of your screen
3. Hold the camera screen over the barcode of a product until it recognises it
4. When the product appears on your screen, press ‘add’ to put it in your basket
5. Keep on shopping and then check out!
A strictly online business, this is the first time Ocado has migrated from the internet to bricks and mortar. However, being pioneers in online grocery retail - introducing the world’s first transactional supermarket mobile application on iPhone in 2009 - the company was keen to stick to both its roots and strengths of digital technology with this unique spin on high street shopping. As of this May, mobile devices were used in a staggering 15% of Ocado checkouts; customers now regularly shop via the Ocado On The Go application.
Jason Gissing, Ocado co-founder, said: “The virtual shop window is a bold move for Ocado and something we are very excited about. We hope this trial is a hit, and based on its success, we’ll be looking at options around continuing this ‘virtual window shopping’ approach in other locations UK-wide.”