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In collaboration with OOH company Eye, supermarket chain Tesco has deployed an 'interactive virtual grocery store' at Gatwick Airport, which allows travellers to browse and buy items to be delivered upon their return home.

Users can scroll through groceries on the interactive screen, located in Gatwick's North Terminal, and scan the barcodes with their smartphones to add them to their shopping basket.

The kiosk deployment follows a billboard-based initiative launched in South Korea last year, also utilising smartphones to scan barcodes.

"Our business in Korea is teaching us a lot about how customers and technology are transforming shopping. It gives us a unique window into the future and the chance to try out exciting new concepts," says Ken Towle, Tesco's internet retailing director.

"The virtual store blends clicks and bricks, bringing together our love of browsing with the convenience of online shopping. It's a chance to showcase what we can do to the 30,000 people a day who will depart from Gatwick's North Terminal, many of whom will need to fill their fridges when they get home, and we're looking forward to hearing what they think."