Tesco Grocery Stores use Data and the Power of Listening to Drive New Business

describe the imageTesco Homeplus has recently opened a virtual grocery store in a South Korea subway station, where users shop by scanning QR codes on their smart phones. All I can personally say is, “WOW!”

Here on the blog we like to bring you cool and innovative uses of data, market research and data driven marketing. In this example Tesco Homeplus had a goal to become the number one grocer in Korea without adding any stores. After setting out to do some marketing research here are a few insights they were able to find:

describe the imageKoreans are hard working and they put in long hours.


describe the imageMost Koreans do not enjoy visiting the grocery store and would rather be spending that time at work or with family.


describe the imageKoreans have a high adoption of mobile devices and scanning QR codes are a frequent method for receiving information.

These insights drove the creative that the Cheil Worldwide agency used in this campaign. By creating scannable images with QR codes that looked just like the grocery store shelves and placing them where people are they’ve lowered friction of shopping. Tesco listened to their customer base, found the unmet need and met them where they were, in subways. By allowing Korean citizens to utilize their time more efficiently Tesco captured customers they may never haver reached in brick and mortar locations. Check out the video! Bravo!

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