QR Codes Activating Virtual Stores

The QR code in all it's simplicity, how could it could possibly streamline into the real world without it being just a novelty and a complete waste of time?

Alright all you haters out there, check this clever campaign from Tesco's grocery stores in South Korea. Creating a life like shopping experience in local subways, passersby were able to scan the items they wanted and add them to their "virtual" shopping basket. The items were then delivered straight to their doorstep in the comfort of their homes, on the same day!
The campaign had tremendous results with 10,287 consumers visiting the store, membership increased by 76% and online sales by 130%.

Scan me a loaf of bread on your way home would you?