The worlds of online and offline are becoming ever more intertwined, with click & collect rising in popularity as an area of retail innovation.
One of the most noticeable trends in recent weeks is actively targeting the consumer whilst on their daily commute, as TFL have signed a contract with short-term lettings firm Appear Here to offer retailers the chance to snap up floor space in our busiest tube and train stations.
We’re a nation who love to do things on the go, with increasingly busy schedules we naturally gravitate towards anything that helps to cut time and retailers are beginning to take that into account. Millions of people filter through train and tube stations on a daily basis, so why not draw their attention to your brand with an innovative retail offering?
Who’s taking the initiative?
A couple of months ago everyone was musing over John Lewis’ new concept store in London St. Pancras Station. Their concept was based on offering a ‘click and commute’ service to their customers – allowing them to order online and to pick up on their commute the following day.
With the window displays decorated by local artists, the F Store stands out in Old Street station but that’s not the only attraction. The store is intended to promote their new pick up services, you can order online before 1pm and pick up after 5pm on the same day. Need a new outfit for dinner that night? This is the way to do it.
Their pop-up offering at Piccadilly Circus is the first time the delicious doughnut maker has ventured into bricks and mortar. Offering their full range of flavours, as well as coffee and hot chocolates, we’re sure that they’ll be a hit with commuters wanting a sugar fix.
Situated at Old Street station until March 2015, this 100% organic food and juice shop is trialling its offering amongst the hipsters of Shoreditch. With everyone going health crazy, they’re offering commuters a convenient way to eat clean even on the busiest of days.
Taking residence in Cannon Street Underground, the store is the smallest shop they’ve inhabited in their 42 year history and is part of their new digital store format. Their intention is to offer a wide range of products from convenient locations, through their click and collect offering.
Over the summer, Surfdome were another brand to set up camp in Old Street Underground station. Seizing the opportunity to try something new, the store played host to yoga classes, film screening and industry talks – all innovative ways of giving the consumer a taste for the brand.
It seems that the retail innovation helps enhance the experience to become more connected with our daily routine, as brands influence shoppers at new touchpoints the convenience of clicking online and collecting in store is more prominent than ever.