The virtual shopping walls are to publicise the on-line grocer’s ‘Ocado on the go’ mobile app, which allows shoppers to browse through thousands of product lines and place a delivery in one-hour time slots.
Following a trial in London and Bristol, Ocado is to roll-out the promotion across the UK.
To kick-start the campaign, Colliers secured space at Birmingham’s Bullring for one month.
The window of the unit on the Upper West Mall has been given an Ocado makeover. Top selling grocery lines are pictured in the window. Shoppers can scan these in to their smartphone or tablet and add them to a virtual trolley. The products are then delivered to their home.
It is the first time the Hammerson managed and jointly owned Bullring has housed an interactive window display.
Alex Eveleigh, business project manager at Ocado, said: “We are very excited about bringing our virtual window shopping experience to Bullring. With so many of our dedicated customers living in Birmingham it makes perfect sense to take our virtual store to their doorstep. Our innovative new service is designed to take the hassle out of the weekly shop – no crowds, no long checkout queues, no heavy bags; this is the future of retail.
Emel Ahmet, an associate director in Colliers International’s retail agency team, is handling the Ocado brief. She said: “As well as being a good way to promote Ocado’s mobile app, this is a great way for landlords to utilise temporary units, provide a draw for shoppers and increase dwell time in their centres. We are seeking large window frontages in established shopping centres with a high footfall, for a minimum of four weeks.”
Martin Plocica, portfolio director for Hammerson, said: “This is a great opportunity for customers to trial Ocado’s mobile app. It’s another great multi-channel initiative which we’re confident shoppers will embrace. Not only is it new to the region, but it also provides a fantastic service for consumers.”