Staff Reporters
Dec 6, 2011

SMRT and Cold Storage enable virtual shopping at MRT stations

SINGAPORE - SMRT Media and Cold Storage have launched the supermarket’s instant on-the-go Christmas campaign, which allows commuters to shop while on the go at MRT stations.

The shopping mall for Cold Storage at the Bugis MRT
The shopping mall for Cold Storage at the Bugis MRT

Cold Storage has put its Christmas order programme into this instant shopping feature in high-traffic MRT stations, namely Bugis and Boon Lay, to provide commuters with a hassle-free shopping experience, from 7 to 20 December.

Combining out-of-home and mobile technologies, it allows commuters to perform a purchase simply by scanning the QR Codes featured by the product on the ad with their smartphones. They will then be transported to the payment site to complete their purchases.

Currently, the transaction can only be done via American Express credit card. Payments via MasterCard and Visa will be available from next Monday onwards. Commuters can then choose to pick up the goods themselves or delivery.

Dawn Low, managing director at SMRT Commercial Business, said this new initiative is intuitive to the digital lifestyle of today's consumer and part of its efforts to enhance the commuting experience with SMRT.

"We are integrating mobile technology into our network to offer greater convenience, speed and choices to our commuters, allowing them to slip in a bit of shopping without having to step into a shop," she said.

Victor Chia, CEO of Cold Storage supermarkets, said the supermarket wants to engage shoppers in new ways by harnessing modern technology to offer hassle free and convenient ways of shopping. “We are pleased to work with SMRT to launch Cold Storage’s first media wall advertisements that use QR codes to enable consumers to shop online at our portal.”

Jeslyn Tan, general manager of SMRT Media, noted that it is an excellent platform to show the power of digital and outdoor media integrated to let advertisers acquire instant sales from their advertising dollars. “SMRT’s advertising walls are becoming more instrumental to help advertisers achieve immediate results and manage their ROI.”

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