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Tesco Virtual Supermarket

Category

Retail

Client

Tesco

Audience

Shopper, Consumer, Retail, the Media

Objective

Opening the UK’s first interactive virtual grocery store in Gatwick’s North Terminal, allow passengers passing through the terminal to combine browsing, as they would in a physical store, with the convenience of an online grocery shop and home delivery.

Execution

Nearly 30,000 people departing from Gatwick’s North Terminal each having an average of 70 minutes of downtime while waiting for flights. Putting this time to good use, our activity allows customers to view a range of everyday products by scrolling through the unique moving screens on large virtual fridges. By scanning the product barcodes with their smartphones they can add their chosen products to their online baskets, book a home delivery slot and checkout. Their shopping will then be delivered when they return from holiday.

Outcome

The virtual store was picked up and talked about by all major publications including the BBC, the Telegraph, the Guardian, Retail Week, Marketing Week, Marketing, Yahoo news and many more. On launch day the campaign was even given a slot in the main BBC lunch time news at 1pm.
The client commented that this was the most PR any single Marketing Activity nad ever generated for Tesco in the UK.
A total of 22878 app usages/ interactions were recorded, equalling 1635 interactions per day or 109 interactions per hour every hour for the duration of the activity.
A total of 4461 unique, new users were signed up to the app, equalling 319 new users signed up per day of the activity or 22 new users signed up per hour for every hour throughout the activity.

Tesco
Tesco
Tesco
PR Generated