Online grocer, Ocado, has opened a ground breaking store concept at the One New Change shopping centre in central London. The ‘virtual pop-up shop’ allows customers to browse through products in-store, scan the barcode and then get them delivered to their door.

Although Ocado is still strictly an online-only business, this venture into physical is backed by the growing popularity of smartphones among its customers. As of May, mobile devices were used in 15 per cent of Ocado checkouts via its app.

The trial is running until 1 September and will be accessible 24 hours a day. To window shop at the virtual store all customers need is an iPhone or Android device which supports barcode scanning and the Ocado On The Go app.

A statement on their website says: “The shop will be a printed window display featuring some of our most popular items. Barcodes underneath will let you scan the items and drop them into your basket on the app. Then you simply book a delivery and get on with your day.

“The office is buzzing with excitement to see the wallpaper go up, and to take the meaning of window shopping to a whole new level. If you’re around, please head down to take a look, and don’t forget to tell us what you think on Facebook and Twitter.”

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