Department store chain uses Waitrose shop window as a virtual John Lewis, allowing people to shop by scanning QR codes on their phone.
John Lewis is trialling the virtual shop format at a branch of Waitrose in Brighton, with the grocer's window displaying images of products, from cookware to clothing and seasonal ranges.

Shoppers simply scan the QR code on each featured item to link through to the John Lewis website where they can complete the purchase and collect from the Waitrose shop the next day. The trial window display will run until the end of December.

John Lewis marketing director Craig Inglis said: "The roll-out of our Click and Collect service to Waitrose shops is proving incredibly popular. This new 24-hour virtual shop in the heart of Brighton takes that convenience to another level."

The move echoes a trial by Tescos in South Korea, which saw billboards depicting supermarket shelves erected in an underground metro station.