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Homeshop18 Launches Virtual Shopping Wall At Delhi Airport; The Point?

Network18 owned Homeshop18 has launched a virtual wall named ‘Scan N Shop’ at the  Terminal 3 (T3) domestic side of New Delhi’s-IGI Airport (IGIA). The virtual wall offers consumers the ability to order by scanning the QR code displayed against each item or over the phone at the call center.

How this works: For this, consumers will need to download and install a QR code scanner on their phone. The QR code scanner is built-in within the Homeshop18’s iOS app. For Blackberry, the BBM QR code scanner can be used. Once scanner is installed on the phone, consumers need to scan the QR Code displayed against each product, and then customer will be displayed Product details on Homeshop18 mobile website on their mobile browser. Users will then have to click on the Buy Now link and follow the Checkout process to complete the order. The Scan N Shop method currently only offers ability to pay via Cash On Delivery. However, HS18 claims that it will integrate other methods of payment in future. Apart from that, users can also call Homeshop18’s dedicated call center to book an order. The details of the call center number will be displayed on a user’s mobile after scanning the QR Code.


The virtual shopping wall will include products like consumer electronics, mobiles, tablets, clothing, accessories, fashion jewellery, perfumes, among others.


Recently, we have seen companies adopting more technology oriented methods to promote their product. Out of which, QR and Augmented Reality remains the top favorite. Recently, Mobile advertising solutions company TELiBrahma launched its Augmented Reality (AR) app. Times of India also launched its AR app – Times Alive, while HT Media too has its own AR app – ARPLus.

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Our Take (by Nikhil Pahwa)

The idea behind such moves is to encourage potential customers to use the service, and usually, mass media like TV or print newspapers are used. The deployment of this wall at the airport is unlikely to the reach base that a mass media integration will, and we would treat this as a business innovation if it were deployed at multiple places, permanently, for example, the way OOH TV screens are put up all across main cities. Else, this is merely a promotional campaign, and meant to perhaps create an interest among potential investors in HomeShop18’s rumored IPO, or generate news interest, like this post that you’re reading. This is not really of business significance.

Other HS18 Developments: Started in 2011, Homeshop18.com claims that it receives 4.13 million unique visitors (ComScore Data, November 2012) a 81% increase year on year.  During the recent Great India Online shopping Festival, Homeshop18 claimed that they had witnessed 3x (300%) increase in sales and majority of its electronics and lifestyle offers were sold out by afternoon. The website also claims to have registered 2X conversion rate on the day of GSOF and over 65% new users logged in on the day to make use of the discounts available.

Last year in March,  HomeShop18 launched its online book store following HomeShop18′s acquisition of On-Graph’s online books retailer CoinJoos. It offers books across several categories including educational, business, fiction, non-fiction, humor, and entrepreneurship among others and claims to offer 10 million book titles across 100 categories.

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