Innovations

QR-Shopping at PT Stations

Code

OB1.10

Title

QR-Shopping at PT Stations

Case study/reference

Lee M. (12 December 2014). “Smartphone Usage overtakes PCs in South Korea”, The Wall Street Journal

Meurville M.P., Pham, K., Trin C., (24 January 2015). “Tesco – shop on the go”, London Business School Case Study, Aditya Birla India Centre.

Manyika J. & Roxburgh, C. (2011). The great transformer: the impact of the Internet on economic growth and prosperity. McKinsey Global Institute.

MasterCard (2013). Online Shopping Survey Report. Singapore: MasterCard.

Recommendations for the design

Identify the market that you are trying to satisfy
Are there any legal restrictions that could hamper implementation? If so, how can these be overcome?
Who will “own” service? How are revenues achieved?
Stakeholders user group may be worthy of consideration to get input at the design stage.

Do consider site visits to see concept or product in action. Discuss with them, report their views on how services are working and ask what they recommend for the implementation at any site and what they would not recommend.

Recommendations for the implementation

Introducing any new concept or product requires publicity, marketing etc. Any virtual market will rely on use of technologies. Use of Social Media, Media, YouTube, TV, Radio should be considered.

Brief description

Korea's Tesco Home Plus created a virtual Quick Response (QR) store. The case proves how technology and cross-sector "breeding" of innovations could easily disrupt existing and traditional markets, and create new ones.

Full description

QR stores are a marketing innovation in several businesses. Korea’s Tesco Homeplus is an example of this cross-sector innovation – retail, technology and Public Transport. Tesco managed to penetrate a niche customer market in South Korea. According to Meurville, Pham & Trin (2015), South Korean Tesco’s customers value multichannel options (online, mobile, etc) and convenience much more than price. The attraction to the virtual stores happened through the quick, tech-savvy and mobile images. Homeplus virtual stores offered customers an experience of easy-to-use technology, just on-time delivery and quality products (Meurville, Pham & Trin, 2015). All of these are offered by using the facilities of the South Korean Public Transport, which is argued to be reliable, fast and inexpensive. The case proves how technology and cross-sector “breeding” of innovations could easily disrupt existing and traditional markets, and create new ones. It is noticeable how Tesco’s innovation correlates to the major global trends that are observable worldwide and that can disrupt habits, traditions and lifestyles. It contributes to the economic efficiency and saving costumers’ time in a busy working life.

CIPTEC score

3.1