Network18's e-commerce and home shopping brand HomeShop18, in association with Delhi International Airport (DIAL), has introduced a virtual shopping wall named 'Scan N Shop' at Terminal 3 (domestic side) of New Delhi's Indira Gandhi International Airport (IGIA).
Speaking to afaqs! about the idea behind this initiative, Sundeep Malhotra, founder and CEO, HomeShop18, says, "The objective behind Scan N Shop is to leverage our technology and retail experience to newer avenues of virtual commerce. The virtual shopping wall at T3 terminus will give passengers a new and unique shopping experience.. T3 is the apt location to launch the wall."
Notably, this initiative is similar to one initiated in South Korea's subway stations by Tesco HomePlus. Called the Homeplus Subway Virtual Store, the activity brought the store to the consumers. It recreated lifelike images of store aisles in subway stations. The interactive innovation allowed people to shop from the store simply by taking pictures of the products with their mobile phones. In 2011, this activity bagged the Cannes Lions Grand Prix in the Media category.
Explaining the reasons behind partnering HomeShop18, I Prabhakara Rao, CEO, DIAL, says, "At Delhi's IGI Airport, our endeavour is to partner with the best brands, offer a wide range of products and a great experience to all the travellers. The virtual shopping wall is an addition to an eclectic list of innovations that Delhi airport already hosts."
The company also looks to extend the innovation in other geographies and locations. "An airport is just one place; this model is easily adaptable to other similar heavy footfall places having the right audience for this type of shopping model. This is a new initiative in India as well as for us; we are still at a nascent stage to comment on our plans for other cities. It's important for all of us to get traffic, and eventually orders, from the shopping wall. It's a strategic investment tailored to reach the tech-savvy, modern customers," says Malhotra.