The Rise of Virtual Brick-and-Mortars
Harvard Business Review
MAY 22, 2013
The world''s first virtual store was a Tesco Homeplus opened in the Seoul Subway in August 2011. The strategy is a striking success. The more compelling and unique — think REI with its climbing walls — the better. Homeplus has extended this concept to bus stops. Homeplus is now the market share leader in South Korea.
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