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Tesco Virtual Supermarket

Gatwick Airport
Home / Tesco Virtual Supermarket
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THE CHALLENGE

Opening the UK’s first interactive virtual supermarket in Gatwick’s North Terminal, allow passengers passing through the terminal to combine browsing, as they would in a physical store, with the convenience of an online grocery shop and home delivery.

THE EXECUTION

Nearly 30,000 people departing from Gatwick’s North Terminal each having an average of 70 minutes of downtime while waiting for flights. Putting this time to good use, our activity allows customers to view a range of everyday products by scrolling through the unique moving screens on large virtual fridges.

By scanning the product barcodes with their smartphones they can add their chosen products to their online baskets, book a home delivery slot and checkout. Their shopping will then be delivered when they return from holiday.

THE OUTCOME

The Tesco virtual supermarket was picked up and talked about by all major publications including the BBC, the Telegraph, the Guardian, Retail Week, Marketing Week, Marketing, Yahoo news and many more. On launch day the campaign was even given a slot in the main BBC lunch time news at 1pm.

“This has been the most PR any single piece of marketing activity has generated for Tesco in the UK.” – Michelle Thompson, Marketing Manager, Tesco

A total of 22,878 app usages/ interactions were recorded, equalling 1,635 interactions per day or 109 interactions per hour every hour for the duration of the activity.
A total of 4,461 unique, new users were signed up to the app, equalling 319 new users signed up per day of the activity or 22 new users signed up per hour for every hour throughout the activity.


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