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Tesco Homeplus in South Korea is opening the world’s first virtual store today in the Seoul subway to help time-pressed commuters shop on the go using their smartphones.

The walls of the Seonreung subway station in downtown Seoul came to life today with virtual displays of over 500 of the most popular products with barcodes which customers can scan using the Homeplus app on their smartphones and get delivered right to their doorstep.

The beauty of the idea is that busy commuters can scan their groceries on their way to work in the morning and, as long as their order is placed before 13.00, their items will be delivered home that same evening, creating even greater speed and convenience in the whole shopping experience.

DW Seol, Executive Vice President of Corporate Affairs at Tesco Homeplus, said: “I am extremely proud of the great work the Tesco Homeplus team have done to launch this idea in the Seoul subway. We are always looking to make the shopping experience easier and more convenient for our customers and the introduction of the virtual store is a great achievement. This is a real triumph for the Korean retailing industry as it continues to be at the forefront of technological innovation.”

The displays, which include a range of different daily items from milk and apples to pet food and stationery, will be placed on the pillars and the screen doors at the subway station. Commuters can then scan the QR code beneath the desired item via the Homeplus app on their smartphone and the item will then be delivered direct to the customer’s home at a time of their choosing.
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