Published on: June 29, 2011by Kevin Coupe
I’ve been doing this awhile, and sometimes I think that I’ve seen pretty much everything.
But yesterday, an MNB user sent me something that made my eyes widen, and my reaction was a big “Wow!”
In the UK, the Telegraph reports on how Tesco-owned Home Plus in South Korea has been endeavoring to grow market share, especially in its online business. Central to its strategizing is the fact that “South Korea has more than 10 million smartphone users in a population of less than 50 million,” and so “it made sense to look at mobile shopping as much as websites for desktops.” Tesco also realized that South Koreans - like a lot of people - tend to be time constrained.
And so, Tesco came up with the following idea, as described by the Telegraph: it “plastered the glass walls of subway stations with pictures of their products, laid out just as they’d be in a traditional shop. The ‘shelves’ featured QR codes - squares filled with a black and white pattern, unique to the product in question, they’re a more versatile successor to the bar code - which could be scanned by the traveller’s mobile phone, building up a shopping basket in the few minutes before the train arrives. If your train comes before your basket is complete, you can carry on shopping without the pictures and codes if you wish.
“Deliveries are arranged to arrive in minutes or hours, rather than days, so the groceries will be in the shopper’s kitchen that night and there is no need to wait in to collect them.”
The strategy worked, and sales increased 130 percent in three months, and its registered user base went up 76 percent.
It is a fascinating system, and one that you can see in the YouTube video that we’ve imbedded in this story.
Or, you can click here.
(One other thing. Check out how clean the South Korean subway system looks, and think about it in comparison to many American urban systems ... especially in New York. Yikes.)
Check it out. It’s an Eye-Opener.
- KC's View: