The era of the 'Meta Product" (web-enabled product-service networks as typified by products such as iPhone/iTunes and Nike +) is well and truly upon us. Future services will be delivered using a combination of physical and virtual touchpoints. Tesco, following a successful pilot programme with Homeplus in South Korea, has finally brought their virtual shopping experience to the UK. The first UK trial is being launched in the North Terminal of Gatwick airport. Customers will be able to interact and purchase products via virtual supermarket shelves using their smartphones and a bar-code scanning application. The installation is a great example of a virtual/physical service hybrid.