Dual-Channel Shopping at Smart Food Hall, South Korea
South Korean department store Lotte has partnered with wireless telecommunications operator SK Telecom on a ‘smart’ shopping solution. Consumers can now shop the food hall of its Bundang branch in Seoul physically and virtually, simultaneously.
- Shoppable Food ‘Showroom’: Customers can place products in a physical basket, as usual, or add them to a digital cart using a 16cm Bluetooth Low Energy smart barcode scanner. Shoppers can change the items in their virtual cart on large touchscreens called ‘Order Viewers’ positioned throughout the store. Beacon tech synchronises the virtual basket stored in the scanner with the selected screen.
- Transmitting Promo Deals: The scanner synchronises with Lotte’s membership card holders to ascertain purchase history information, and then uses its in-built geo-locative technology to transmit promotional offers. These are delivered via voice and vibration notifications when customers are located in close proximity to relevant products.
- Purchase Process: To purchase, customers use a self-checkout kiosk. Placing the scanning device on an NFC-enabled checkout point confirms the items and total cost. All goods added to the virtual basket are delivered on a date and time specified by the consumer, vastly streamlining the checkout process. Physical items can be taken away immediately, as normal.
- Smart Lockers: Customers who wish to continue shopping in the department store can place their groceries in on-site refrigerated lockers, accessible via their smartphones. Entering a phone number onto the locker’s touchscreen display generates a password code to secure and unlock it.