Based in New York’s bustling Union Square station, innovative retail concept The New Stand is providing commuters with convenience-based products, news, video content and digital deals that change on a daily basis. The move caters to modern consumers’ expectations of constant refreshes of information and inspiration.
Capitalising on the station’s daily flow of 150,000 visitors, the diminutive 150 sq ft concept aims to bring the ubiquitous subway newsstand into the modern era. It still serves print news and magazines from its moveable modular fixtures, but also provides content from media partners including Time Inc. and Broadly (media group Vice’s ‘women’s interest’ channel) via its accompanying app.
Furthering the relationship between content and product, chief executive Andrew Deitchman says the content on the app will eventually help to inform product choices, effectively rendering the concept a walk-in “shoppable magazine”. See Amazon Moves into Multi-Channel for more on using digital sales to inform store spaces.
Focused on utility and context, the store is stocked with modern takes on ‘essentials’ including cold-pressed juices, Help Remedies pharmaceuticals, Yeti Yoga Mats and Sir Richard’s Condoms. It will also offer contextual deals to app ‘members’, such as free promotional or discounted umbrellas when it’s raining.
A second, 300 sq ft location is now open in luxury shopping centre Brookfield Place in downtown Manhattan (see also Brookfield Place Mall, NY: New Luxury Hub).
For more on serving on-the-move consumers, see Commuter Commerce, part of our Roaming Retail Industry Trend, and CDG Pocket Shop: Haute Convenience. For more on membership models, loyalty and content, see Jet.com: Loyalty Club Retailing, Redefining Consumer Loyalty, New Loyalty: Starbucks x NY Times and 2016 Look Ahead: Retail.