Online grocer Ocado has launched a virtual shop in Birmingham for a month, letting users purchase goods by scanning items in the virtual window with their smartphone.
Using the Ocado on the Go app, the virtual shopping wall allows consumers to choose the items to add to their shopping basket, which will then be delivered.
Jason Gissing, Ocado co-founder, said: “We could not be more excited about bringing our virtual window shopping experience to the Bullring. Birmingham has long been Britain’s Second City, and with so many of our dedicated customers living in the area it makes perfect sense to take our virtual store to their doorstep.
“The Bullring shopping centre is such an iconic location, and we can’t wait to see how much easier this will make the lives of both our existing fans and new customers alike, as they use our innovative service to take away the hassle of the weekly shop – no crowds, no long checkout queues, no heavy bags; this is the future of retail in the UK, and it’s here right now.”
Ocado has previously run virtual shopping walls in London and Bristol.