Tesco trials virtual shop at Gatwick

Tesco has opened an interactive virtual grocery store at Gatwick’s North terminal as it looks to boost its number of customers shopping with the grocer using their smartphones.

Tesco virtual shop

The Gatwick virtual store, which will run from 6 August to 19 August, will let people browse a range of products by scrolling through moving screens on large virtual fridges.

Customers can scan barcodes with their smartphones and add products to their online baskets and book a date for a home delivery.

The Gatwick opening builds on Tesco’s launch of its first virtual store in South Korea last year, which allowed commuters to shop in subways and at bus stops by pointing their mobile phones at billboards.

Nearly a year ago Ocado opened a virtual pop-up in London’s One New change shopping centre, which allowed shoppers to browse products on a window display and scan barcodes using its smartphone app and choose a delivery time for it to be sent to their home.

Ken Towle, Tesco internet retailing director, said at the launch yesterday [6 August]: “This isn’t just about moving customers from using one channel to another it’s also about attracting new customers. Online is becoming increasingly important. We are responding to the wider use of smartphones as there’s a huge amount spent online via mobile. It’s another way of providing customers with access to Tesco.”

He also said the store was a trial and there were no plans to roll it out wide.

Recommended

TeamGBGoldwinnersHP

GB Olympians set for sponsorship boost

Seb Joseph

Olympic Gold medallists Jessica Ennis, Mo Farah and Greg Rutherford can expect a boost to their commercial income after their victories on the athletics track this weekend (4 August).

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now