Weekly Report - 15 September 2011 (WR-11-37)

Chile | Virtual Shopping on smart phones. On 7 September, the Chilean retail giant Cencosud officially launched its new virtual shopping service – Jumbo Mobile. Looking to take advantage of the increasing levels of domestic consumption and the high level of smart phone penetration in the country, Cencosud is the first company in South America to exploit a smart phone virtual e-shopping system. Cencosud’s digital business manager, Mauricio Soto explained that the system, by which users are able to electronically purchase groceries via their smart phones, using virtual aisles set up in Santiago’s metro stations, with the orders then home delivered, is similar to the one successfully implemented by the British retailer,  Tesco, in South Korea. Importantly, Soto stated that he expects the system to expand to other areas covered by Jumbo supermarkets, including to neighbouring countries.

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