Tesco Subway Virtual Store

Though delivery services are gaining momentum, many shoppers still prefer browsing the shelves to find what they need. To address this conundrum, the owners of Tesco grocery stores in South Korea turned convention on its head: instead of bringing customers into the store, they decided to bring the store to their customers. They created virtual grocery shelves in high-trafficked subway stations, stocked with QR-coded virtual goods. Smartphone-holding commuters can peruse the “shelves” and scan the items they wish to purchase to trigger direct home delivery. They call it HomePlus.