Subways Target Commuter-Consumers
In a bid to tap into the huge, and growing, market of consumers in transit, new initiatives in both London and New York are set to introduce retail spaces into underground railway stations.
In London, transport organisation Transport For London has teamed up with UK pop-up specialists Appear Here – a group that facilitates connections between temporary locations and retail brands – to open up unused station space to retailers keen to launch pop-up shops.
Appear Here will be curating the seasonally themed spaces at different sites across London Underground’s network, changing the theme around every 12 weeks. With a similar strategy to London’s BoxPark pop-up mall (see full report),participating brands will be given a white box-shaped space to work with.
Old Street, Piccadilly Circus and Baker Street are among the first stations earmarked in the programme, with spaces being advertised to retailers from the end of April 2014.
In New York, transport organisation the Metropolitan Transit Authority has announced a project dubbed TurnStyle that will bring retail spaces into the city’s underground network.
The first site planned for renovation is the subway station at 59th Street – Columbus Circle, where 30,000 sq ft will be transformed into an underground shopping mall of 30 stores. The space will target the 90,000 commuters who use the station every day, and will open in 2015. Participating retailers are yet to be revealed. Meanwhile, a rollout of smaller TurnStyle kiosks will be installed in other stations.
For more on targeting consumers in transit, see Nomadic Retailing in our Anywhere Retailing Industry Trend. See also In-Transit Click & Collect, Starbucks in Transit, Subway Shopping and Intelligent Subway Vending.