Social Media Campaign Review – Lalinca Lunga

  • Social Media

Video case study: Tesco: Homeplus Subway Virtual Store

Campaign objectives:
•    To become No. 1 without increasing the number of stores
•    Create an E- mart/virtual shopping store
•    Let the store come to people

Campaign execution:
Tesco- Homeplus conducted an in-depth study into Koreans once more. Koreans are the second most hard-working people in the world! For them, grocery shopping once a week is a dreaded task. So, they decided to approach these busy and tired people to the virtual stores.
•    Tesco created virtual stores in subway stations in the rush our.
•    Although virtual, the displays were exactly the same as actual stores – this included the merchandising.
•    Only one thing is different, you use smart phones to shop! Scan the QR code with your phone, and the product automatically lands in your on-line cart! When the online purchase is done, it will be delivered to your door right after you get home.

Campaign Results:
•    After this campaign, on-line sales increased tremendously (Nov.2010-Jan.2011).
•    Through this campaign, 10,287 consumers visited the online Homeplus mall using smartphones.
•    The number of new registered members rose by 76 percent, and on-line sales increased 130 percent.
•    Currently, Homeplus is No.1 in the on-line market and is a very close No.2 offline.

This is a fantastic example of good social media campaign.