Tesco has kicked off a virtual store trial at London’s Gatwick Airport that encourages passengers to purchase grocery items directly from their smartphones.

Airline passengers will be encouraged to interact and browse through virtual Tesco stores by using their phones to scan interactive displays at the airport, see below.

The “virtual fridges” are targeted at outgoing passengers who will then be able to add their chosen products to their online baskets, book a home delivery slot and which can be delivered when they return from holiday.

The supermarket giant announced the two-week initiative yesterday, which is taking place at the airport’s north terminal in order to target holidaymakers during its two busiest weeks of the year.

The interactive displays will be manned by assistants who will encourage passengers to engage with the service.

Tesco hopes to reach the 30,000 people pass through the departure gates each day.

The trial follows on from a similar scheme the retail giant undertook in South Korea, where m-commerce is more commonplace compared to Europe, last year.

Ken Towe, Tesco’s internet retailing director, said, “Our business in Korea is teaching us a lot about how customers and technology are transforming shopping. It gives us a unique window into the future and the chance to try out exciting new concepts.”

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