比网购更方便 虚拟超市风靡英地铁站

Commuters could soon be able to do their shopping on the way to work while waiting for a train on a station platform. A 'virtual supermarket' consisting of posters of shelves stocked with goods pasted on platform walls is set to be introduced at London Underground stations.

不久，上班族们就可以在站台一边等地铁上班，一边购物了。伦敦地铁站即将引进“虚拟超市”，把摆满百货商品的货架海报贴在站台墙上。

Passengers 'shop' by scanning QR - Quick Response- codes of the items they want to buy using their smartphones. These goods are later delivered to their home address.

乘客们只需用智能手机扫描他们所购买商品的快速反应码就可以轻松购物，这些商品不久就会送到家门口。

Supermarket giant Tesco successfully trialled the hi-tech store in a South Korean subway station and there are now plans to bring the concept to Britain.

超市巨头乐购此前在韩国的一个地铁站成功试验了这种高科技商店，如今他们计划将这一理念引入英国。

Irene Lam, spokeswoman for Cheil Worldwide, the global marketing agency that helped develop the store, said: 'In Seoul, everyone is glued to their smartphones.

协助研发这种商店的韩国第一企划公司发言人艾琳妮 拉姆说：“在首尔，每个人都机不离手”。

'Online shopping is a given and everyone is extremely busy, working very long hours. So this concept absolutely made sense.'

“网上购物方便了上班族。大家都非常忙，每天工作很久，所以虚拟超市的理念很有用。”

Last month, Tesco's Korean arm Home Plus transformed Seoul's Hangangjin Station into a 'virtual supermarket' by pasting posters of stocked shelves onto platform walls.

上月，乐购旗下的韩国始源家超市在首尔的汉江地铁站设立了“虚拟超市”，在站台墙上贴上了货架的海报。

The trial boosted the retailer's online sales by 130 per cent and online members by 76 per cent, claimed Cheil.

第一企划公司表示，这次尝试使网络零售额增长了130%，网购人数增加了76%。

Trade magazine The Grocer reported that the trial was so successful that it is now being extended to other Seoul subway stations next month, with a view torolling the format out across South Korea within two years.

据商贸杂志《百货》报道，“虚拟超市”的试验非常成功，下月将推广到首尔的其它地铁站，并将在两年内推广到全韩国。

And now the futuristicshopping experience is coming to Britain, according to experts.

专家表示，英国也将体会到这种前卫的购物体验。

'The time is absolutely right for this in the UK,' said Simon Goodall, director of strategy at Saatchi &Saatchi X.

盛世长城公司的市场战略总监西蒙 戈达尔说：“来得太是时候了”。

'This isn't about specific places - subway stations or whatever. This is about bringing the store to the people if the people won't come to the store.

“（其优越之处）不在于具体的购物地点，是地铁站或是哪儿，而在于当人们不去商店时，它可以将商店带到人们身边。”

'It will be down to individual retailers to think about how this can work for their brands.'

“现在每个零售商都需要好好想想如何为自己的品牌所用了。”