Department store group John Lewis has today unveiled a virtual shop within its sister firm Waitrose’s Brighton branch, allowing customers to order goods by scanning QR codes with their smartphones.
Part of the retailer’s burgeoning click & collect strategy and its drive into convenience, which will see it open a number of stores with localised product mixes over the coming years, the system will provide a platform for next-day pick-up if customers order before 7pm.
The trial will run until the end of December, and the virtual wall of products includes items from John Lewis’ “top 30 favourite things for Christmas” such as the Lego Sort and Store head, the Kindle and Hunter wellies.
Images and codes for the products will be displayed in the Waitrose window, meaning customers will not even need to enter the store to make an order.
John Lewis Marketing Director Craig Inglis said: “The roll-out of our Click & Collect service to Waitrose shops is proving incredibly popular.
“This new 24-hour virtual shop in the heart of Brighton takes that convenience to another level.”
Earlier this year, online grocer Ocado launched a similar temporary service within the One New Change shopping centre in The City of London.
Last week, online retail giant and marketplace eBay announced that it will be opening up a QR-code virtual store in the capital at the start of December, giving a physical presence to the retailer for the first time in the UK.
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