while many retail shops wage a war in the red sea, competing at build many shop as many as possible. The Homeplus start its expansion in blue sea, the smart phone application.

look at the video below, it's explain the effectiveness of blue sea expansion.

A retailer's business enterprises in South Korea has opened what appeared to be the first virtual store in the world aimed at smartphone users, buyers do barcode scanning products featured in a subway station in Seoul. Homeplus, the second largest national discount chain, offers 500 items, including food, electronics, office supplies and toiletries in the "supermarket" in the southern Seolleung station in town with a population of 10 million inhabitants.

Seven pillars and six platform screen doors have been plastered with an image size of store shelves filled with goods - such as milk, apples, bags of rice or a school backpack - which each have a small barcode on the front. Buyers download the corresponding applications on their smartphones and make a purchase by taking a photo of the barcode on each item.
 well, I hope the shop like this will be available in many country.