Carrefour China has launched its annual wine fair in two central Shanghai train stations in the form of digital-screen promotions which allow passers-by to purchase the multinational’s wines using their smartphones, and then have the products delivered to their homes, lsa-conso.fr reports.
The virtual wine cellar is displayed on about 20 screens in the two locations, in a promotion which is unmissable to anyone travelling through them. Scanning the wines on the screen reveals details about the products, and segues into a purchasing option.
Though China has been an important export destination for French wines for a long time, the concept of a wine fair is a new and novel one in the country which Carrefour hopes will materialise in revenue.
The metro station installations will be in place for a month, and will be viewed by an estimated ten million people.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
