It's shopping, but not as we know it: The Drum checks out Tesco's new virtual store at Gatwick Airport
No wobbly shopping trolleys, no getting lost in the aisles and no more checkout queues - is this the future of shopping? After trialling the idea in South Korea, Tesco has now opened its first UK 'virtual store' at Gatwick Airport, encouraging holidaymakers to stock up for their return home using a giant touchscreen. But will it take off? The Drum sent MARS\Y&R's head of digital Matt Barnett to find out...
A holidaymaker tries out Tesco's virtual store
Who is that lady shopper? You know, the one at the South Korean subway station scanning what look like noodles on the Tesco virtual display? I've seen her more times than I care to count in all those digital trends presentations over the past year. After all, it's probably the most talked about digital retail installation of late. I just wish I knew what she thought of the technology and was this normally what she bought. And short of chatting her up, being able to ask "do you come here often?”
This is why it was great to receive an invitation from Tesco to test out its latest, and closer to home, foray into virtual grocery shopping. When I went down to see the virtual fridges at London Gatwick I'd already read a fair few articles on the stats and facts around this initiative. But for me the most important and unanswered question was whether shoppers in either Seoul or Crawley were quite ready for virtual shopping? We now, reluctantly or otherwise, use self-scanning in stores to save on queuing, but what about doing the same thing with our smartphones. Is it really such a difference? And what's stopping all of us doing it?
For the record, the virtual fridges in the departure lounge at Gatwick are slick, fun and very simple to use with swipe-able screens. “Ooh it’s just like an iPad,” said one mum with brood en route to Greece. The assisting staff were friendly and connecting and shopping takes no more than a download of the Tesco app. With 80 lines it's not going to cover all tastes but that’s not the aim of the service. It's meant for the essentials, and of course to encourage shoppers to connect to the online store where the full range can be found.
Was it busy? Well, there were certainly plenty of people passing by - clickers, voyeurs and those trying to shyly peek but not make eye contact with the staff. Why so shy I thought, how British. Weren't we all, post Olympics, now open and chatting with everyone? Then it struck me. When I'm off on holiday I'm on a mission. Time or even thoughts of groceries, let alone groceries for AFTER my holiday are non-existent. I'm on a mission for forgotten phone chargers, a magazine and a much needed coffee.
The general consensus from the people I spoke to was that the virtual store was a great idea. However the most common response was, sorry, I've really only got a minute. This busy target audience are never busier than when trying to get away on holiday.
In short, the placement or application of the virtual store wasn't the best for sales or time availability. But I’d love to see these virtual fridges in places where shoppers do have more time. How about on the way HOME from holiday? For example in the departure areas of major Brit hubs such as Tenerife, Alicante, or even some BA lounges.
The opportunity could also extend beyond airports. Waitrose could consider them in service stations on the M5 so that food essentials arrive home in the Shires at the same time as we do from The ACP (Annual Cornish Pilgrimage).
My overall opinion? Hats off to Tesco and other virtual adopters for showing the pioneering spirit. Keep it up and let's continue pushing virtual in the right place and at the right time. Save a shopper time and they’ll love you for it.
Matt Barnett is head of digital at MARS\Y&R