Case Study

Online grocery shopping 2.0: Tesco Homeplus virtual store in South Korea

4 pages
December 2011
Reference: IMD-6-0335

Until 2011, the online grocery market, was relying on Internet sites for customer orders. Tesco Homeplus, in South Korea, experimented with the idea of the virtual store concept. Customers place their orders while waiting in subway stations through what seem like regular supermarket shelves with products. The difference is that there are no real products, only pictures of them and consumers use they smartphones to order by clicking on the product barcode. This mini case could be used in conjunction with IMD-6-0323 (Ocado vs.

Learning Objective

Participants will discuss the evolution of online grocery shopping (from ordering via PCs and later smartphones through an internet site, to ordering through a virtual store that feels more like a real store). In addition, they will be challenged to discuss the implications of the virtual store concept to the future of the online grocery industry

Online Retailing, Virtual Store, Production Management, Operations Management
South Korea
Published Sources
© 2011
Available Languages
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