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BizReport : Mobile Marketing : September 07, 2011


Online supermarket Ocado takes window shopping to new level

In a first for the UK, online-only supermarket Ocado launched an innovative new way to do the grocery shopping and brought a new meaning to the phrase "window shopping".

by Helen Leggatt

ocado on the go.gifThe "virtual shop window", installed at London's One New Change shopping centre, featured images and barcodes of Ocado's most popular items. The temporary "pop up" store was created by wallpapering the window frontage with images of the store's most popular products along with barcodes.

Using the 'Ocado On The Go' app customers were able to scan products on the wall, add them to their basket and book a time for delivery.

Watch a video of how it works here.

About 15% of Ocado transactions currently take place on a mobile, but the online retailer is banking on the pop-up stores driving more consumers to use their phones while out shopping.

"The virtual shop window is a bold move for Ocado and something we are very excited about," said Jason Gissing, co-founder of Ocado. "We hope this trial is a hit, and based on its success, we'll be looking at options around continuing this 'virtual window shopping' approach in other locations UK-wide."

Tags: m-commerce, mobile apps, mobile marketing, mobile shopping, supermarket, UK










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