HomePlus's Online Push Has Positive Spillover Effects For Offline Presence

HomePlus, the South Korean subsidiary of Samsung Tesco, is reaching out to the tech-savvy local consumers as it revs up its push against leading (in terms of store numbers) South Korean retailer E-Mart. HomePlus has recently started installing electronic billboards with virtual store shelves in South Korea's subway stations, allowing consumers to make online purchases by scanning the product quick response code into their smartphones and subsequently request a time for their purchases to be delivered to their homes. Given South Korean consumers leading increasingly urbanised and hectic lifestyles and the prevalence of smartphone ownership in the country, HomePlus's introduction of virtual stores in subway stations should facilitate its reach to local shoppers and help bridge the gap between itself and E-Mart.

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