I was reading a really interesting article about experiments
using entirely virtual department and grocery stores. I’d heard about one of
these, which was based in a train station in Asia, last year in my Emerging
Media class. However, it sounds like there is increasingly more experimentation
with these virtual, pop-up stores. If you haven’t heard about them, here is how
it works. A small store, wall, or kiosk has images (many of them touchscreen)
where you can peruse merchandise, such as a grocery items or laptops. If you
see something you like, you can scan it with your phone, check out at the end,
and then the goods are delivered to your address.
A recent pilot test of this concept happened at Gatwick
Airport’s North Terminal this past August. Tesco set up a virtual store where
passersby consumers could scan merchandise on a screen. They could elect to
have their groceries delivered fresh when they arrived home from their trip.
Results of the trial are still pending as of this
article in MarketingWeek.
For a retailer, it makes a lot of sense…you carry virtually
no inventory; the real estate costs are much less; and you can position
yourself in high traffic areas like airports, train stations, subway or bus
stops. For consumers, you get the benefit of the browsing/shopping experience;
you can buy things when you’re out conveniently out running errands, and it’s
simple. However, it’s TBD on whether this idea will really take off or if it’s
a glorified huge laptop that would be more convenient to be using while on your
couch at home. I kind of see this moving in a hybrid retail/billboard space
where you can purchase items immediately that are displayed virtually on
screens and posters. What do you guys think?
-Rebecca Canan
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