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Homeplus Subway Virtual Store

Issue 20 | August 2011

Agency

Cheil Worldwide, Seoul, Korea

Creative Team

Executive Creative Director: Joungrack Lee; Creative Director: Youna Chung; Art Directors: Youna Chung, Youbin Bang, Yeonjoo Lee; Copywriter: Misu Yi

Other Credits

Account Manager: Joowon Han

Background

South Korea is a difficult market for even the most powerful global corporations. But where Walmart and Carrefour had failed, Tesco had succeeded by adjusting to local conditions, even changing its name to Homeplus.

The brand had grown to No.2 in South Korea but it had fewer stores than E-Mart, the No.1 brand.

Idea

Usually, people go to the store. What would happen if the store went to the people?

Virtual stores were posted up in subway stations, 2D displays of all the shelves shoppers would expect to see in a supermarket.

However, every item had a QR code so commuters could use their smart-phones to shop on their way to work in the morning.

Their goods would be delivered when they were home in the evening.

Results

Online sales increased dramatically. In the campaign period, 10,287 consumers visited the online Homeplus mall using their smartphones. The number of new registered members rose by 76% and on-line sales increased 130%. Currently, Homeplus has become No.1 in the on-line market and is clsing in on E-Mart for the No.1 position.

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