E-marketing has always been a challenge to the food retailer industry. Traditional and conservative stereotypes hinder the development of electronic shopping in the industry. This also reflects in our Australia food retailing industry such as Coles.
Despite Coles has introduced online shopping over a decade ago, the majority of the public, 87%, has never bought grocery online (Community and Sustainability report, 2010). Technology has been evolving greatly in the past few years. Social network system are occupying great amount of users’ time. While Coles are focusing on their weekly e-newsletter, media in the Internet has been changing to a different dimension.
In fact, how can the food retailer like Coles make use of electronic marketing and media to boost their profitability?
Tesco, in South Korea started a new campaign. This campaign evolves the ways people shop. Tesco makes use of the electronic media in the public transportation not only as a marketing communication tool, but ALSO, a virtual store. This virtual store provides a new electronic shopping experience to their customers, by combining electronic marketing tools and a brand new supply chain.
What we can be sure is that, this marketing strategy is a new interaction between the marketers and the consumers. Is this the future of our society? Is this new interaction the Web 3.0 that we are heading to ? What do you think?
What a great idea! They've managed to merge the online aspect of shopping with the actual experience.
ReplyDeleteI don't think this is a long-term venture, but I can see how this will help consumers to accept the idea of online shopping. It's almost using a bit of a gimmick to get people hooked on the idea on online shopping, so that they start doing it all the time.
I agree with @Luke... a bit of a gimmick to promote their online shopping service, but very effective nonetheless.
ReplyDeleteThey could achieve the same shopping experience on a website, or if they insist on a physical interaction, do it in a printed magazine with the same barcode system.
Keep up the good work, David!