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Imitation is the sincerest form of flattery

August 27, 2011

Source: Retail Week

Ocado has replicated Home Plus’ (Tesco’s South Korean branch) mobile shopping experiment and is testing out its own virtual shopping walls at One New Change in the City of London.

From August 25th to September 1st, shoppers will be able to do their grocery shopping by scanning in product bar codes using a downloadable mobile app to order their grocery essentials.

While it is a brilliant idea, I’m doubtful as to whether Ocado will be as successful trialling the experiment at One New Change as oppose to busy commuter stations. The key reasons for Home Plus’ success was that shopping walls were positioned in areas where people were likely to be waiting around and deliveries of the goods arrived within hours of the order, providing busy South Koreans with ease and convenience. For this to be successful in the UK, seamless mobile connectivity on public transport and a fleet of delivery vans set up for fast reactions is needed to make this idea work.


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