Woolworths is positioning itself as an innovator in the retail space following the launch of its virtual store fronts, according to industry insiders.
The advertising industry has welcomed the launch of Woolworth's virtual store front, applauding the supermarket giant for its willingness to innovate and trial new technology.
Earlier this week, Woolworths rolled out two virtual store fronts which allowed consumers to purchase groceries on their smartphones by scanning a barcode. The two 'stores' were placed in busy transport hubs at Town Hall station in Sydney and Flinders Street station in Melbourne.
Naked Communications founding partner, Adam Ferrier, told AdNews: “I think it shows innovation and the desire to try new things. It should be applauded. I think consumers will be fascinated and interested, they won't necessarily try it out but that doesn't matter.”
Mobile specialist Nomad business director, David McGowan, agrees. He said: “They're not going to shake up the retail industry but at a minimum it raises the volume in the marketplace and they present themselves as innovators.” McGowan believes the exercise is less about converting sales but will trigger something in people's minds and will drive people to Woolworth's mobile app.
Amnesia Razorfish founder and executive creative director, Iain McDonald, believes the move is a positive step in the right direction for Australian retailers. He said: “Retailers are looking at what's next. Technology has matured a bit and it's great that they're willing to try it out.”
He said mobile will be key to how retailers capture consumers with technologies such as near field communication, likely to be a game-changer in the space.
The installations follow a similar Cannes Grand Prix-winning campaign from Tesco in South Korea last year.
Leo Burnett head of shopper marketing, Karen Bowie, said: “In the longer term, knowing Woolworths has an appetite to push boundaries and blur channels with technology will definitely inspire shopper marketing that is more creative and symbiotic in its use of technology.”
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