Russian Retailer Tries Shoppable Walls in Moscow Metro


Another retailer is experimenting with the ‘shoppable wall,’ this time in Russia. Electronics retailer Media Markt has rolled out a mobile shopping display inside Vystavochnaya station in Moscow. The move follows similar actions by major US retailers, including eBay, Kate Spade, Peapod and more. 

The 18-panel display makes use of NFC and QR codes, enabling customers to shop the boards without the need for a special app. Consumers can scan an item on the look-a-like shelves, after which they are redirected to Media Markt’s mobile site where they can select to have the product delivered for free to their home, or to pick it up in a nearby store. The installation does not include a mobile payment option—consumers can pay with cash or credit through the store or courier. 

“We decided not to develop mobile payment for the pilot. However, if the pilot proves to be successful, we plan to extend the payment possibilities: credit cards, PayPal, even Underground deposit cards,” Bernd Guralczyk, CEO of Media Markt in Russia, told NFC World.[more]

To make it even easier for customers to explore the shopping display, free WiFi is being made available in the station. 

Shoppable displays have become more numerous, extending the convenience of mobile shopping for consumers—especially impulsive ones. In 2012, Peapod, a grocery delivery service, installed several shoppable billboards in Chicago’s rail system, and it extended the effort in July by adding the shoppable billboards to the sides of its delivery trucks

This summer, eBay continued its mobile shopping push with the addition of shoppable windows—a partnership between retailers and eBay’s delivery service, eBay Now. The e-commerce site installed several touchscreen windows in New York City where consumers could walk up and order items from Kate Spade’s Saturday brand, with delivery guaranteed within an hour. 


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