Packaging Innovation
July 8, 2011

Virtual stores in subways

South Korean supermarket chain Home Plus wanted to boost their online sales. They launched an ad campaign of virtual stores installed on subway platforms. The campaign consisted of 2D displays laid out like actual store shelves. Commuters could browse the virtual shelves and ordered products with their smartphones using QR codes. Their orders were then delivered to their homes when they came back from work. Side Note! The South Korean weekly news magazine Hankyoreh 21 is claiming that the virtual grocery store in a subway station was never actually operated. These claims seem to be based on a statement from Seoul Metropolitan Rapid Transit Corporation which says the QR Code display was mounted at Hangangjin Station on Seoul Subway’s Line 6, filmed for two and a half hours and then removed. If this is true then the advertising agency will have some difficulty explaining its claim that Homeplus online sales rose by 130%.