The approach uses simple smartphone scanning. " ... A Chicago "L" station is about the last place you would think of to pick up a carton of milk. But online grocer Peapod has turned a busy CTA station at State and Lake streets into a virtual supermarket aisle, enabling commuters to use their smartphones to scan and buy any of 70 items.... " .Nice thought for quickly doing shopping on the way home where Peapod is already established. I could see this being implemented in many such locations for advertising and shopping in new contexts.
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