Being a marketing manager at Microsoft I constantly keep an eye on the industry to see what’s new and innovative. Day in day out, we often just see the same old things done but occasionally, there comes along a gem that makes you sit back, take note and think what a fantastic idea!
The Obstacle: Within Korea, Tesco had to overcome one obstacle – they had fewer stores against the number one supermarket retailer in Korea.
The Challenge: How could Tesco become number without increasing the number of stores?
The Insight: Koreans are extremely hard working and dread the weekly shop due to the congestion and sheer number of people all shopping at once.
The Idea: Let the store come to the people – Tesco created virtual stores, embedded into the everyday tasks of the Korean people starting with the commute to work.
Virtual displays that looked like the real super market experience where put in the subway and commuters could virtually scan a tag with a smart phone and the item would be downloaded to a shopping basket. The groceries would then be delivered straight to the customer door when they got home- Genius!