IMD-6-0335 © 2011
Tsikriktsis, Nikos; Kanousi, Argy
Until 2011, the online grocery market, was relying on Internet sites for customer orders. Tesco Homeplus, in the Southern Korea, experimented with the idea of the virtual store theory. Customers place their orders while waiting in subway stations through what seem like regular supermarket shelves with products.
Online Grocery Shopping 2.0 Tesco Homeplus Virtual Store In South Korea Case Study Solution
This mini case could be used in conjunction with IMD-6-0323 (Ocado vs. Tesco.com). Learning objectives: Participants will discuss the development of online grocery shopping (from ordering via PCs and later smartphones through an internet site, to purchasing through a virtual store that feels more like a real shop). Moreover, they are going to be challenged to discuss the implications of the virtual store concept to the future of the online market industry
Subjects: Online retailing; Virtual store
Settings: South Korea ; Grocery Retailing ; GBP 5 million revenues ; 2011
