As part of the pilot advertising campaign, the JustinCase.ru web-store has published its catalogue in Aeroexpress train magazines, pairing each item with a QR code. During their train ride (35-45 minutes), passengers can now buy goods by scanning a corresponding QR code with their smartphones and receive the purchased items right at the airport. The service is being offered through the Goodwin mobile impulse shopping platform, which enables buyers to make online purchases by scanning a QR code, bar code, or a goods image.
“The technology we are using enables us to complete the chain of advertising, selling, and receiving goods,” explains Kirill Sizyumov, Managing Director of JustinCase.ru. “During the first month, we recorded over 700 scans in the system and sold 45 items. That is not a bad result to start with.”
“Visual shopping adds an essential option of impulse sales to advertising. The example of JustinCase.ru is clear evidence of this fact. We are seeing quite good sales statistics via this offered shopping option and plan to propose this solution to our company’s other clients,” commented Rustam Akiniazov, Chief Commercial Officer of Aeroexpress.
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JustinCase is the first Russian brand to offer modern travellers the most convenient and usable accessories. The brand name comes from an English set expression ‘just in case’. The company entered the market in June 2013 and is now present at all the Moscow airports and rail terminals serviced by Aeroexpress trains, including the Kievsky, Belorussky, and Paveletsky stations.
Goodwin is the first Russian service of impulse mobile purchases based on technology for recognising all kinds of visual markers, including QR codes, bar codes, and images. Numerous multiproduct and niche web-stores, with an aggregate assortment exceeding 200,000 items of goods, are connected to the Goodwin app. In September 2013, the company received financing from Altair Capital, Igor Ryabenky’s fund, and became a resident of the API Moscow, Innovation Development Centre of Moscow. During the FUTURECOM-2013 International Forum, held in October 2013, the project was accredited at the Porto Digital cluster (State of Pernambuco, Brazil). In Russia, the trademark belongs to (and the project is managed by) Smart Market.
