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Tesco Introduces Interactive, Virtual Grocery Store In UK’s Gatwick Airport

The grocery retail chain opened the "doors" of its virtual stores in the departure terminal as part of a trial in mobile retail.

Karen Baker
Karen Baker on August 9, 2012. @karenebaker

Never fear coming home to an empty fridge post-vacation. The grocery retailer has opened a virtual store in Gatwick Airport, enabling travelers to shop while waiting for their flights. Shoppers can scroll through ‘shelves’ of food products on four displays and make their selection from around 80 available products through a dedicated Tesco app.

Users can scan any product’s bar code to save it to their list. They select the date that they will be back home and can expect to find their groceries waiting for them there.

As mobile commerce continues to change the face of retail, businesses are experimenting with ways to respond. Tesco’s approach takes advantage of the convenience smart phones offer while pairing it with a nimble physical presence. As their marketing manager Mandy Minichiello comments:

We don’t think it’s a gimmick – it’s a taste of the future. In 2016, about 90% of all mobiles will be smartphones. We’re doing this as a trial to try to get some customer feedback. We’re keen to make customers lives as easy as possible [and] increasingly, they want to shop on the go.

Tesco

 

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