It is the first time such a scheme has been launched in the UK.
And the ground-breaking new window display could change the way people shop forever.
Customers passing Waitrose in Western Road, Brighton, can now use their smartphones to scan a type of barcode called a QR code.
Waitrose is part of the John Lewis Partnership and the codes link the shopper to johnlewis.com to buy specific items.
Products include the retailer’s top 30 favourite things for Christmas.
The trial runs until the end of December.
John Lewis marketing director Craig Inglis said: “This new 24-hour virtual shop in the heart of Brighton takes convenience to another level.”
QR guru Georgie St Clair, who organised the Brighton QR Treasure Hunt during the Digital Festival in the city, said the window display brings together the virtual world and the physical world.
She said: “This is a great idea but it is just the beginning.
"There are many other applications for QR codes and shopping – such as dynamic codes which can feature regularly changing offers.”
Shoppers' views
But the idea had yet to catch on with shoppers hunting Christmas bargains in Brighton yesterday (November 29).
Chloe Oxley, 23, who works for American Express, said: “I’ve got no idea what they are. I’ve got a BlackBerry but I’ve never heard of QR codes.”
Jack Blankley, 22, a student who lives in Hanover, said: “I’ve got an iPhone. I know what they are but I don’t use them.”
Alan Ingleson, 55, a musician from Brighton, said: “I’ve got a BlackBerry but I’ve got no idea how to use these QR codes. I think I’ll have to get the manual out.”
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