Delhaize, the Belgian supermarket brand has joined a growing list of brands, such as Tesco Home Plus in Korea, PayPal in Singapore and John Lewis in the UK, who have created a virtual shop. 

The retailer has put product posters in the Brussels Metro with the call to action ‘Start your shopping here’. Users can scan the barcode (rather than a QR code) using the Delhaize iPhone or Android app to add to their basket. However, in a new take on the virtual store concept, users select the supermarket and time that they want to collect their shopping. When they turn up at the retailer, everything is packed, ready to take home.