P&G and introduced First Virtual Drugstore in Czech Republic

Friday, October 28, 2011 3:16 am EDT

Czech Republic is only the third country in the world to have a virtual drugstore where consumers purchase goods via smartphones and quick response or QR codes.

P&G and MALL.CZ, the biggest online store in the Czech Republic, introduced this new innovative way of shopping in Prague's subway. The concept uses QR codes to transfer consumer requests to the online store. Virtual drugstores are available in the four busiest subway stations in Prague.  Purchases receive free second day delivery of products guaranteed. 

How does it work?

In the subway stations consumers find oversized wallpaper or posters with product pictures and prices, simulating the look of real products on shelves in the actual drugstore. Consumers can then point their mobile phone at the QR code of desired products and it will automatically submit the order to the online store where they complete the order.  The consumer then receives a message from the delivering parcel service to confirm delivery time.  Apple iOS and Android phone users can download and use a simple free application for ordering, while other phones may require a QR code scanner be added. 

Products and timing

Virtual drugstore was launched on October 18, 2011 and will be available to Czech consumers until the end of 2011. P&G products have 90% shelf share in the first month. Products included are Ariel, Bonux, Dreft, Lenor, Jar, Pampers, Wella PS, H&S, Pantene, Old Spice, Gillette Venus, and Gillette Fusion ProGlide. More products – small electro, pet food, tea, coffee, and toys will be added in the coming months to facilitate consumers' needs before Christmas time. 

P&G, in addition to our innovative products, brings to consumers innovative shopping experiences too.   This takes us one step ahead of our competition and brings something new and innovative to the market.  We believe this breakthrough shopping concept will be successful in today’s busy world and modern technologies.


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