Homeplus Supermarket in South Korea relies on QR Code to attract attention and make money
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Editor’s note: The recent trend of unmanned stores has been gaining momentum. Just as 7-ELEVEN announced that it will build “smart vending machines” as its main direction, it seems that a bucket of cold water has been poured on it. But I also agree that although unstaffed convenience stores seem to be frustrated, the real “Smart Retail” is about to begin. Every time I talk about this topic, I will think of the case of Homeplus supermarket in South Korea ⋯⋯
The world-renowned supermarket chain Tesco (renamed Homeplus locally) ranks second in the South Korean market. In order to defeat the leader E-Mart, they rack their brains and hope that in addition to desperately opening stores, they can also find ways to defeat the enemy. The QR Code, which is convenient for office workers who use mobile phones to take and record, has become Homeplus’s secret weapon.
Virtual store in the subway station
Homeplus publishes advertisements in major subway stations in South Korea, and the advertisement content is a grid of images of popular products, along with QR Codes for prices and product information. For many hard-working Koreans, this design is very considerate, because they can browse the virtual store while waiting for the bus, and can also directly pick up their mobile phones to take pictures of the products of interest.
Not only does it set up QR Code, Homeplus also installs shopping terminals in places with high passenger flow, so that people can shop while waiting for the bus. It is a marketing strategy that fully combines physical and virtual.
The dazzling results of virtual and real integration
This marketing strategy allowed Homeplus to grow rapidly without increasing the number of physical stores. New online members grew by 76% and online sales grew by 130%. Not only has it quickly become the number one online supermarket in South Korea, but its ranking in physical supermarkets has also narrowed the gap with E-Mart.
Tesco sold Homeplus supermarket to Asian private equity firm MBK in 2015.
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