“If
people don’t come to the store, let the store come to the people”
TescoHomeplus in South Korea has
opened the world’s first virtual store today in the Seoul subway to help
time-pressed commuters shop on the go using their smart phones.
The walls of the Seonreung subway
station in down town Seoul came to life today with virtual displays of over 500
of the most popular products by pasting posters of stocked shelves onto
platform walls with QR coads and turned the place into a 'virtual supermarket'
through which customers can scan the barcode and shop by using the Homeplus app
on their smartphones and The contents of the shoppers' 'virtual baskets' were
later delivered to their homes.
The main importance of the idea
is that busy commuters can scan their groceries on their way to work in the
morning and, as long as their order is placed before 13.00, their items will be
delivered home that same evening, creating even greater speed and convenience
in the whole shopping experience.
The displays, which include a
range of different daily items from milk and apples to pet food and stationery,
will be placed on the pillars and the screen doors at the subway station.
Commuters turned shoppers can then scan the QR code beneath the desired item
via the Homeplus app on their smartphone and the item will then be delivered
direct to the customer’s home at a time of their choosing.
In the words of Executive Vice
President of Corporate Affairs at Tesco Homeplus, D W Seol ,
“I
am extremely proud of the great work the Tesco Homeplus team have done to
launch this idea in the Seoul subway. We are always looking to make the
shopping experience easier and more convenient for our customers and the
introduction of the virtual store is a great achievement. This is a real
triumph for the Korean retailing industry as it continues to be at the
forefront of technological innovation.”
The trial was a great success story,
Tesco Homeplus is now expanding its virtual stores, to 20 bus stops in Seoul. with
a view to rolling the format out across South Korea within two years. "The
concept made sense," said Irene Lam, a spokeswoman for Cheil Worldwide, the global marketing
agency that helped develop the store. The trial boosted the retailer's online
sales 130% and online members 76%, claimed Cheil.
The smartphone app is the most
popular shopping app in Korea, with more than 900,000 downloads since it
launched in April last year.
The concept can next be applied
in UK, according to experts. "The time is right for this," said Simon
Goodall, director of strategy at Saatchi & Saatchi X. "This is about
bringing the store to the people."
To be successful in the UK, two vital
pieces of infrastructure would be required: mobile connectivity on all forms of
public transport, including the tube networks in London and other cities, and a
fleet of delivery vans set up for fast reactions.
Most of the big supermarkets in
the UK have mobile-optimised websites for online shopping and Ocado’s iPhone
app has won several awards, but Home Plus’s subway poster shops pushed the idea
of mobile shopping into the minds of people who could use it right where they
are.
This concept of the virtual store
has created a kind of wave in retail industry. Some other retailers are on
their way to grab their share of the success, like Yihaodian , China's leading
online grocery store, introduced “virtual supermarkets" to Shanghai's
metro stations earlier this week. Large LED screens advertising everything, from
diapers to raw meat, have been posted at nine metro lines across the city.
So let’s revise what are the key
benefits here :
It’s time saving
It’s more approachable
The concept can save lots of
money of the retailer, which they would had been spending on opening a real
store
It also solve the retailers
problem of the search for a suitable location for the store
This concept will help Tesco in
competing with the number one store E-Mart.
Saving money on store staff
Helpful on gathering market data
It also serves as an
advertisement for the retailers
But, for in the opinion of some
people it’s not all the bed of rose. Some difficulties can also be seen here :-
Its virtual shopping mode might
elevate the case of returning the product.
This concept could create the war
among the retail giants for the prime space to put up their virtual store.
It might make the metro station
more crowed.
All the other dangers which are
applicable for an online shopping are applicable here as well.
Good mobile connectivity is
required.
Whether we see these virtual
stores as a display advertising campaign or a new way of building supermarkets in
spaces that already exist, that are a remarkable achievement.
ALDI is a global chain of
no-frills supermarkets offering a limited assortment of groceries for the best
prices in town. Brothers Theo and Karl Albrecht opened their first food store
in 1948 in the Ruhr Valley, Germany. The chain is made up of two separate
groups, ALDI Nord (North - operating as ALDI MARKET), headquartered in Essen,
and ALDI Süd (South - operating as Aldi Süd), headquartered in Mülheim an der
Ruhr.
They honed their unique approach to retailing
over the years to become one of the world’s biggest grocery chains with
reported annual sales of E 29 billion (US$ 27B).
The privately-held ALDI Group
today operates around 4,400 supermarkets under the ALDI banner (the name is
short for “Albrecht Discounts”). About 3,000 stores are in Germany, but the
chain has stores in nine other countries and is now spreading throughout
Western Europe, Australia and the US.
Why we head for Aldi, leaving the
big fancy stores behind? The answer is simple; shopping in Aldi gives a customer
heavy shopping basket without making a painful hole in their wallet.
While the recession has certainly
given a tough time to many supermarket giants, it has proved a profit accelerator
for the “Discount No Frill” stores like Aldi.
Let’s examine their business
model strategy:-
To deliver the right value to their
Customer the Aldi store has stood on the three basic pillars , that are :-
Cost Control
Low price
Limited
selection of the quality products
Cost Control
Aldi has taken each of those
steps that helps it to minimise the cost like :-
Store Size - Typically measures 15,000 sq.ft , which is way less
than many famous supermarket stores.
No frill product display strategy – The Products are not stocked on
shelves. Rather, they are merchandised in their original shipping cartons with
the lids cut off and placed on a row of wooden or steel pallets on either side
of an aisle. The idea is to save on labour to stock shelves and saving on
luxury display facilities.
Shopping bags - The shopper can bring their own bags, or buy paper,
plastic, or insulated bags for a very nominal charge. Aldi clearly explains
that they don’t hide the cost of the shopping bags in their prices.
Green Saving – In their small store, Aldi saves on electricity,
recycling of the bag and cartons.
Cart on rent – The shopper need to rent the cart by inserting the
coins and after shopping they need to get back to the cart deposit place to get
their coin back. This system cuts down on the labour of collecting carts left
in the parking lot, damage to cars, and they pass the savings on to the shopper
in the form of low price products.
Most of the Aldi stores don’t keep
the hand shopping basket at the store to save the staff from arranging it after
a customer leaves it on the point of sale.
Limited store hours – Open only during regular shopping hours and
save on electricity and Staff wage.
Less store staff and less
overhead cost.
Avoid to stock Special licence product on every store – They stock
wine and beer in very few of their store where the customer demand for those products
are high because these kind of products require licence , which also means
extra cost.
Store Location – The stores are opened only on the profitable
locations.
Low Price
Bulk buy at good price - Aldi buys in great bulk to cut on the cost
price. Aldi keeps limited product than the other super market but they keep
strict eye on the regular supply of the products, thats make them a strong and
big buyer with continuous and sure demand, that means losing Aldi as a buyer could prove as a
disaster for some suppliers and that gives Aldi the enormous negotiation power.
Strong and Good relationships with the buyers - Aldi is famous for
their great purchasing power and strong relationship with the supplier. Which
allow them to negotiate low prices, which at the end means low price product
for the customers.
National Brands but only on less price mode - Some time you see
some national brands at Aldi; these are usually “special buys”—limited-time
offers of products that get the shopper huge savings, but are only available
while supplies last. This also means that Aldi keep the national brands at
their stores only if they get them on Aldi’s low price frame.
Limited selection of
the quality products-
Product Assortment - ALDI stocks 700 to 1,000 of the most often
used items for the average household unlike other supermarkets with around 25
000 products.
Brands & private labels - Only 15 percent of the goods are
national brands that too those which are agree to supply their brands to Aldi
on Aldi’ s business model of low price.
The rest is private label products sold under a variety of exclusive names.
Quality Suppliers - ALDI partners with the best suppliers in the
country—often the same ones that produce national brands. In addition, they
have a test kitchen to ensure that their products meet or exceed the quality
and taste of the national name brands.
Commitment for the good quality - They back every regularly stocked
food and non-food item with their Double Guarantee. If the shoppers are not satisfied
for any reason, they can simply return the unused portion (or even the empty
package) with the receipt to the store; and Aldi will refund their money and
give them a replacement product.
Despite their low price model,
Aldi has created a pool of loyal Aldi customers. These customers feel happy and
proud while shopping in Aldi ; because they are not only saving the almost 50%
money on their shopping but also indirectly helping the society by going “green”.
Aroma, Taste, Tradition,
Enjoyment and Social gathering, all these beautiful elements are associated
with the wonderful beverage called TEA. There are a great number of varieties of
tea available in market today. Serving of tea has also been evolved through all
these years. It was never l just like drinking a beverage but there are proper
format of serving also exist.
China and Japan are having very rich tradition
of drinking and serving tea in a form of proper ceremony,
While in India , tea
has been used as a must have morning beverage, a drink for the visitors at
home and remedy for cough and cold.
Here we will see tea traditions evolved in UK,
some of those have now become popular in most part of the world.
Let’s see the different varieties of
tea and different types serving traditions.
The great Assortment of Teas
English Breakfast: The prototype of this most popular of all
teas was developed over a hundred years ago by the Scottish Tea Master Drysdale
in EdInburgh. It was marketed simply as "Breakfast Tea". It became
popular in England due to the craze Queen Victoria created for things Scottish
(the summer home of Victoria and Albert was the Highland castle of Balmoral).
Teashops in London, however, changed the name and marketed it as "English
Breakfast Tea". It is a blend of fine black teas, often including some
Keemun tea. Many tea authorities suggest that the Keemun tea blended with milk
creates a bouquet that reminds people of "toast hot from the oven"
and maybe the original source for the name. It should be offered with milk or
lemon. (One never serves lemon to a guest if they request milk-the lemon is
never used. It would curdle the milk.) It may also be used to brew iced tea.
Irish Breakfast:
The Irish have always been great tea drinkers, and they drink their tea brewed
very strong. In fact, there is a common tea saying among the Irish that a
"proper cup of tea" should be "strong enough for a mouse to trot
on”. Along the same line, the Irish believed there were only three types of tea
fit to drink. The first and best of quality was in China with the Chinese, of
course. The second best was sent directly to Ireland. The third and lowest in
quality was sent to the English. Irish Breakfast because of its robust flavour
is usually drunk only in the morning (except for the Irish who drink it all
day). Usually it is blended from an Assam tea base. Because of its full taste,
it is served with lots of sugar (loose is considered correct here-sugar cubes
are an English matter) and milk (milk, never cream, is served with tea. Cream
is too heavy for tea and belongs with coffee. The milk is always served at room
temperature, never cold, as it cools the tea too quickly).
Caravan:
This excellent tea was created in imperial Russia from the teas brought
overland by camel from Asia. Because the trade route was dangerous and supplies
unsteady, Russian tea merchants blended the varying incoming tea cargoes,
selling a blend rather than a single tea form. It was usually a combination of
China and India black teas. Like the Irish, the Russian favoured this tea all
day long.
Earl Grey:
Earl Grey (1764-1845) was an actual person who, though he was prime minister of
England under William IV, is better remembered for the tea named after him. Tea
legends say a Chinese Mandarin gave the blend to him seeking to influence trade
relations. A smoky tea with a hint of sweetness to it, it is served plain and
is the second most popular tea in the world today. It is generally a blend of
black teas and bergamot oil.
Black Teas and
Oolong Darjeeling: Refers to tea grown in this mountain area of
India. The mountain altitude and gentle misting rains of the region, produce a
unique full bodied but light flavor with a subtly lingering aroma reminiscent
of Muscatel. Reserved for afternoon use, it is traditionally offered to guests
plain. One might take a lemon with it, if the Darjeeling were of the highest
grade, but never milk. (Milk would "bury" the very qualities that
make it unique.
Oolong:
The elegant tea is sometimes known as the "champagne of teas".
Originally grown in the Fukien province of China, it was first imported to
England in 1869 by John Dodd. Today, the highest grade Oolongs (Formosa
Oolongs) are grown in Taiwan. A cross between green and black teas, it is
fermented to achieve a delicious fruity taste that makes milk, lemon, and sugar
unthinkable. With such clarity, it is perfect for afternoon use with such tea fare
as cucumber sandwiches and madelaines.
Green Teas:
Green tea makes up only ten percent of the world's produced tea. The Japanese
tea service (in which green tea is used), is an art form in and of itself. The
serving of a full Japanese tea service would be beyond the ability of most
properties and as a result, should not be attempted. Green tea is not generally
part of the afternoon tea tradition as appropriate to hotel use.
China Tea Keemun :
Is the most famous of China's black teas. Because of its subtle and complex
nature, it is considered the "burgundy of teas". It is a mellow tea
that will stand alone as well as support sugar and/or milk. Because of its
"wine-like" quality, lemon should not be offered as the combined
tastes are too tart.
White tea:
White tea is the lightest and purest type of tea with a delicate, slightly
sweet flavour. It is grown and harvested almost exclusively in China's Fujian
province and is made from the unopened and youngest buds and softest leaves of
the tea plant - Camellia Sinensis - and then left to wither a little in the
sunlight. The leaves are lightly processed to prevent oxidation.
White tea is said to have been
the tea of choice for Chinese royalty because it was so rare and expensive and
during the T'ang Dynasty, only the emperor was allowed to drink white tea.
White tea is a very high natural
source of antioxidants that may help protect the body from damage caused by
free radicals. White tea does contain caffeine, but at very much lower levels
than black tea or coffee.
Masala Chai or
Masala Tea (Indian Tea with Spices) : Prepared with the boiling
of black tea with water and milk and adding spices like cinnamon , cardamom ,
pepper corn or ginger . Some time all these spices are added in a certain
quantity at once and some time only one or two spices are used. Generally sugar
is used to sweetening the tea but some time jaggery is used in place of sugar.
The spices create a nice aroma, providing the refreshing feeling. This tea has
some health benefits also like helps in digestion , give relaxation during
cough and cold , tea with cinnamon said to improve the memory as well as lower
the cholesterol level. Sugar in tea provides instant energy.
Herbal or fruit
infused Tea : Herbal and fruit infusions or commonly known as
herbal teas are not in fact produced from the Camellia Sinensis (popularly
known as the tea plant) plant, but from
other plants and fruits. Herbal tea has been popular for centuries in the East
and Middle East; at present, herbal infusions are enjoying an astonishing rise
in popularity in the West as part of alternative medicine.
They can be drunk either hot or
cold, but it is crucially important to let the infusion steep for a few minutes
to extract the flavour. Herbal infusions are made from the fruits, flowers,
leaves, seeds or roots of the plant which are then boiled and strained.
Frequently, herbal tea is sold in the form of tea bags.
Herbal and fruit infusions are
famed for their reported health benefits. Containing antioxidants, they have
therapeutic properties which amongst others, relax and stimulate.
Peppermint tea , Moroccan
peppermint tea ,Acai berry tea , Cinnamon tea and Camomile tea are some popular
example of this category.Herbal teas and fruit infusions are often used to help
with weight loss as part of a calorie controlled diet.
Rooibos Tea :
Rooibos Tea Also known as Redbush Tea, Rooibos is produced from the Aspalathus
Linearis - a plant similar to gorse - this type of tea has come from South
Africa. Rooibos tea has been consumed in southern Africa for many years, but
recently its warm and malty taste has become extremely popular in the UK. In
South Africa, Rooibos tea is prepared in the same way black tea is prepared:
with milk and sugar to taste. Alternatively Rooibos tea can be drunk with lemon
and honey instead of milk and sugar. Rooibos tea is caffeine-free, with minimal
tannin and rich in antioxidants; it can also be used to alleviate tension,
allergies and digestion problems. Rooibos tea is also thought to reduce the
risk of heart disease.
Ice tea: Ice
tea is prepared from black or green tea
. Ice tea can be enjoyed in many flavors. This is an excellent way for
tea drinkers to enjoy a nice cool drink on a hot summer day. These are
available in powder forms, as well as premade bottled versions or tea bags and
of course there are many ice tea recipes available to make your own fresh
variety.
Advent and Expansion of
the Tea Cuisine in UK :-
Prior to the introduction of tea
into Britain, the English had two main meals-breakfast and dinner. Breakfast
was Ale, bread, and beef. Dinner was a long, massive meal at the end of the
day.
The trend of serving tea late
afternoon with small bites of food had been started by the Duchess of Bedford
(1788-1861), who invited few friends over the afternoon tea.
Tea cuisine quickly expanded in
range to quickly include wafer thin crust less sandwiches, shrimp, or fish
pates, toasted breads with jams, and regional British pastries such as scones
(Scottish) and crumpets (English).At this time two distinct forms of tea
services evolved: "High" and "Low".
Let’s see some of the classic
trends about the serving time and Style of serving the Tea ( English trends) –
Low Tea Or Afternoon
Tea : Served around 4 o’clock in the afternoon. It was served in
aristocratic homes of the wealthy and featured gourmet titbits rather than
solid meals. Afternoon Tea is a meal composed of sandwiches (usually cut
delicately into 'fingers'), scones with clotted cream and jam, sweet pastries
and cakes. The emphasis was on presentation and conversation.
High Tea or Meat Tea
: Served late in the
afternoon. It was the major meal of the middle and lower classes and consisted
of mostly full dinner items such as roast beef, mashed potatoes, peas, and of
course, tea. In eighteenth century, workers used to go home very late in the
evening after 6 or 6 :30 . to save them from fatigue ,”High Tea” had been
introduced in many factory, providing proper meal with the tea. Now why it is
called “High Tea” because It was eaten at a table ( or you can say dining table
). In comparison, Afternoon Tea was taken whilst seating in low, comfortable
chairs or sofas.
Later , the upper classes
developed their own variation and also called it ‘high tea'. It was a meal that
could be eaten when their servants were away or not available, as it was so
easy to prepare. The upper class ‘high tea' involved the amalgamation of
Afternoon Tea and high tea.
Today in most parts of the world
, the afternoon tea has been referred to as “High Tea”
Afternoon Tea Etiquette
Penny Universities:
Tea was the major beverage served in the coffee houses, but they were so named
because coffee arrived in England some years before tea. Exclusively for men,
they were called "Penny Universities" because for a penny any man
could obtain a pot of tea, a copy of the newspaper, and engage in conversation
with the sharpest wits of the day. The various houses specialized in selected
areas of interest, some serving attorneys, and some authors, others the
military. They were the forerunner of the English Gentlemen's Private Club. One
such beverage house was owned by Edward Lloyd and was favored by ship owners,
merchants, and marine insurers. That simple shop was the origin of Lloyd's, the
worldwide insurance firm. Attempts to close the coffee houses were made
throughout the eighteenth century because of the free speech they encouraged,
but such measures proved so unpopular they were always quickly revoked.
The Tea Gardens :
The English developed the idea of Tea Gardens. Here ladies and gentlemen took
their tea out of doors surrounded by entertainment such as orchestras, hidden
arbors, flowered walks, bowling greens, concerts, gambling, or fireworks at
night. It was at just such a Tea Garden that Lord Nelson, who defeated Napoleon
by sea, met the great love of his life, Emma, later Lady Hamilton. Women were
permitted to enter a mixed, public gathering for the first time without social
criticism. At the gardens were public, British society mixed here freely for
the first time, cutting across lines of class and birth.
Many famous historical incidents are also associated with the Tea . So tea is not just another beverage , its a tradition , culture , history and last but not the least a billion dollar industry.
