{"id":37938,"date":"2026-01-19T12:59:41","date_gmt":"2026-01-19T11:59:41","guid":{"rendered":"https:\/\/www.hs-nordhausen.de\/?post_type=zusatzmaterial&#038;p=37938"},"modified":"2026-01-19T12:59:41","modified_gmt":"2026-01-19T11:59:41","slug":"9-4-homeplus-virtual-shopping-at-the-bus-stop","status":"publish","type":"zusatzmaterial","link":"https:\/\/www.hs-nordhausen.de\/en\/zusatzmaterial\/9-4-homeplus-virtuelles-einkaufen-an-der-haltestelle\/","title":{"rendered":"9-4: Homeplus - Virtual shopping at the bus stop"},"content":{"rendered":"<p class=\"dyn wp-block-paragraph\">Marketing textbook, <span data-tag=\"taxonomy-zusatzmaterial_tag\" data-params=\"&quot;&quot;\" class=\"is-tag\">Keywords<\/span><\/p>\n\n\n\n<div class=\"wp-block-group dyn has-color-13-background-color has-background is-nowrap is-layout-flex wp-container-core-group-is-layout-840d84d6 wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-outermost-icon-block\"><div class=\"icon-container\" style=\"width:48px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg id=\"Ebene_1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 40 28\"><defs><style>\n      .cls-1{fill:#a78bc0;}\n    <\/style><\/defs><path class=\"cls-1\" d=\"M24,8H0v4h24v-4ZM24,0H0v4h24V0ZM32,16v-8h-4v8h-8v4h8v8h4v-8h8v-4h-8ZM0,20h16v-4H0v4Z\"><\/path><\/svg><\/div><\/div>\n\n\n\n<p class=\"dyn gs_VDTHaR wp-block-paragraph\">Distribution policy \u2192 Acquisition-based distribution \u2192 Types of retail operations (section 9.2.3.2)<\/p>\n<\/div>\n\n\n<div  class=\"spacer_wrap dyn\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(2em * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(2em * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(2em * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:2em\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>Korean grocer Home plus increased sales and market share without increasing the number of shops by bringing \u201eshopping\u201c to the people.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In South Korea, Tesco's Home plus placed part of its product range virtually at bus stops and was thus able to increase its sales and market share compared to its biggest competitor (see From the field 9-8).<\/p>\n\n\n\n<div class=\"wp-block-group gs_sdR0cU group_wrap\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"588\" height=\"752\" src=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_9-4_a.jpg\" alt=\"Photo series on the home-plus campaign in South Korea: Strategy for market leadership with virtual supermarket shelves in underground stations using QR code scanning and home delivery service\" class=\"wp-image-37933\" title=\"\" srcset=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_9-4_a.jpg 588w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_9-4_a-235x300.jpg 235w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_9-4_a-117x150.jpg 117w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_9-4_a-9x12.jpg 9w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_9-4_a-50x64.jpg 50w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_9-4_a-19x24.jpg 19w\" sizes=\"(max-width: 588px) 100vw, 588px\" \/><figcaption class=\"wp-element-caption\">Screenshots from the information video<\/figcaption><\/figure>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary>Image description<\/summary>\n<p class=\"wp-block-paragraph\">Photo series on the Home plus campaign in South Korea: Strategy for market leadership with virtual supermarket shelves in underground stations using QR code scanning and home delivery service.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The sequence of images explains the concept step by step:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Logistics (bottom right):<\/strong> A simple orange graphic shows a delivery van and two people handing over a parcel, symbolising direct home delivery.<\/li>\n\n\n\n<li><strong>Challenge (top left):<\/strong> A chart shows that Home plus has significantly fewer branches than the other \u201eE company\u201c.<\/li>\n\n\n\n<li><strong>Mission (top right):<\/strong> The text poses the question: \u201eCould we become No.1 without increasing the number of stores?\u201c (Could we become No.1 without increasing the number of stores?).<\/li>\n\n\n\n<li><strong>idea (centre left):<\/strong> The solution is presented: \u201eIDEA - Let the store come to people!\u201c (Idea - Let the shop come to the people!).<\/li>\n\n\n\n<li><strong>Implementation (centre right):<\/strong> Workers attach life-size posters of supermarket shelves to the glass walls of an underground station.<\/li>\n\n\n\n<li><strong>Interaction (bottom left):<\/strong> A commuter stands in front of the virtual shelf, which is deceptively realistically printed with fruit and vegetables, and takes a photo of a product with her smartphone.<\/li>\n\n\n\n<li><strong>Technology (bottom right):<\/strong> A close-up shows a smartphone display scanning a QR code on a shelf sign.<\/li>\n\n\n\n<li><strong>Order process (bottom left):<\/strong> The Home plus app is shown, in which the scanned products are in the digital shopping basket and the purchase is completed.<\/li>\n<\/ul>\n<\/details>\n<\/div><\/div>\n\n\n<div  class=\"spacer_wrap\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(100px * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(100px * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(100px * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:100px\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<hr class=\"wp-block-separator has-text-color has-color-22-color has-alpha-channel-opacity has-color-22-background-color has-background is-style-wide\"\/>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Sources:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"http:\/\/www.youtube.com\/watch?v=nbOWo7qyl0Q\" rel=\"nofollow noopener\">http:\/\/www.youtube.com\/watch?v=nbOWo7qyl0Q<\/a>\u00a0(as at 12 January 2026).<\/li>\n<\/ul>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"template":"","meta":{"_piecal_is_recurring":false,"_piecal_recurring_interval":1,"_piecal_recurring_frequency":"","_piecal_recurring_exact_position":false,"_piecal_recurring_end":"","_piecal_color":"","_piecal_text_color":"","_piecal_global_color_master":false,"_piecal_rsets":"[]","_piecal_is_event":false,"_piecal_start_date":"","_piecal_end_date":"","_piecal_is_allday":false,"greyd_block_editor_preview":[],"pgc_sgb_lightbox_settings":""},"zusatzmaterial_category":[3295,3255],"zusatzmaterial_tag":[3301],"zielgruppen":[],"kontakt-zuordnung":[3203],"projekt":[1422],"institut-oder-einric":[683],"stg-zuordnung":[696],"zusatzbereiche":[1602],"fachbereich":[804],"wf_zusatzmaterial_folders":[3274],"ppma_author":[1400],"class_list":["post-37938","zusatzmaterial","type-zusatzmaterial","status-publish","hentry","zusatzmaterial_category-kapitel-9","zusatzmaterial_category-marketing-lehrbuch","zusatzmaterial_tag-kapitel-9","kontakt-zuordnung-stglassl","projekt-n-a","institut-oder-einric-sensoriklabor","stg-zuordnung-n-a","zusatzbereiche-_n-a","fachbereich-n-a"],"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zusatzmaterial\/37938","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zusatzmaterial"}],"about":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/types\/zusatzmaterial"}],"author":[{"embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/media?parent=37938"}],"wp:term":[{"taxonomy":"zusatzmaterial_category","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zusatzmaterial_category?post=37938"},{"taxonomy":"zusatzmaterial_tag","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zusatzmaterial_tag?post=37938"},{"taxonomy":"zielgruppen","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zielgruppen?post=37938"},{"taxonomy":"kontakt-zuordnung","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/kontakt-zuordnung?post=37938"},{"taxonomy":"projekt","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/projekt?post=37938"},{"taxonomy":"institut-oder-einric","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/institut-oder-einric?post=37938"},{"taxonomy":"stg-zuordnung","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/stg-zuordnung?post=37938"},{"taxonomy":"zusatzbereiche","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zusatzbereiche?post=37938"},{"taxonomy":"fachbereich","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/fachbereich?post=37938"},{"taxonomy":"wf_zusatzmaterial_folders","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/wf_zusatzmaterial_folders?post=37938"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/ppma_author?post=37938"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}