Tesco Homeplus Subway Virtual Store - Legendado PT-BR

Summary

Tesco's Homeplus in South Korea overcame the challenge of fewer stores by innovating with virtual stores in subway stations. Aimed at busy Koreans who dread grocery shopping, the campaign allowed consumers to shop using smartphones by scanning QR codes. Products were added to online carts and delivered to their homes, offering convenience without needing to visit physical stores. The result was a massive increase in online sales, with new registrations rising by 76% and sales up 130%. Homeplus became the number one online retailer in Korea, proving that understanding local needs and leveraging technology can drive success.

Takeaways

• 😀 Tesco rebranded as Homeplus in South Korea to better connect with the local market.
• 😀 The challenge for Homeplus was competing with Emart, the number one retailer, with fewer physical stores.
• 😀 South Koreans are known for being hardworking, and grocery shopping is seen as a time-consuming task.
• 😀 Homeplus introduced virtual stores in subway stations as a way to make shopping more convenient for busy consumers.
• 😀 Virtual stores were designed to look exactly like real stores but used smartphones to facilitate shopping.
• 😀 Customers could scan QR codes with their smartphones to add products to their online carts.
• 😀 Once a purchase was made, the products were delivered directly to the customer’s door, offering a seamless experience.
• 😀 This innovation allowed South Koreans to shop without having to visit a physical store, saving time and effort.
• 😀 Online sales for Homeplus increased by 130% as a result of the virtual store campaign.
• 😀 New customer registrations rose by 76%, further expanding Homeplus’s reach in the online market.
• 😀 As a result of the virtual store initiative, Homeplus became the top player in the online market and secured a strong second place in offline retail.

Q & A

Why did Tesco change its name to Home Plus in South Korea?

Tesco rebranded to Home Plus in South Korea to better align with the local market and cater to the needs of Korean consumers, helping them connect with the brand more effectively.

What challenge did Tesco face when competing with the leading retailer, Emart?

Tesco faced the challenge of having fewer stores compared to Emart, the market leader in South Korea, which put them at a disadvantage in terms of physical presence.

What was the main question Tesco asked themselves to overcome their challenge?

Tesco asked whether it could become number one in South Korea without increasing the number of stores, seeking alternative ways to enhance customer engagement.

What cultural aspect did Tesco consider when planning their new strategy in South Korea?

Tesco recognized that Koreans are known to be hardworking and typically dread the task of grocery shopping once a week. This insight guided their strategy to make shopping more convenient for consumers.

What innovative solution did Tesco come up with to make grocery shopping easier for busy Koreans?

Tesco introduced the concept of virtual stores in subway stations, where consumers could use smartphones to scan QR codes and shop for groceries without visiting a physical store.

How did the virtual stores in subway stations work?

The virtual stores were designed to mimic actual stores, with displays and merchandise identical to real stores. Customers could scan QR codes on products using their smartphones, and the products would be added to their online cart for delivery after purchase.

What benefit did the virtual stores offer to consumers?

The virtual stores allowed customers to shop conveniently while on the go, avoiding the need to physically visit a store. This approach saved time and made shopping more accessible, especially for busy individuals.

What was the impact of the virtual store campaign on Home Plus's online sales?

The campaign led to a significant increase in online sales, with a 130% rise in sales. It also resulted in 10,287 new consumers visiting the Home Plus online mall and a 76% increase in new registered members.

What ranking did Home Plus achieve in the online market as a result of the campaign?

As a result of the campaign, Home Plus became the number one player in the online market in South Korea, with a strong presence in the offline market as well.

How did the virtual store initiative change the way people in South Korea shop?

The initiative transformed shopping by allowing people to shop without visiting physical stores, effectively reducing waiting time and turning it into shopping time. It made grocery shopping more convenient and aligned with busy lifestyles.