ON THE GO OFFERS E-TAIL SHOPPING EXPERIENCE FOR
“DADS & GRADS” THROUGHOUT THE NYC SUBWAY SYSTEM
Along with being the largest Museum in the nation dedicated to mass transportation, the New York Transit Museum is also a source for hundreds of unique transportation-themed gifts perfect to celebrate Dads on Father’s Day and to congratulate Class of 2017 Grads. This month, the Museum is taking its e-commerce operation underground, using MTA New York City Transit’s On The Go (OTG) Travel Station kiosks to offer customers an interactive shopping experience.
The OTG kiosks are an increasingly familiar sight throughout the subway system where customers can check the status of trains, buses, elevators & escalators and find other travel information. Now subway customers can also use this digital interactive technology to shop the New York Transit Museum Store. Featuring dozens of items, the OTG Dads & Grads kiosk stores offer a non-traditional and fun retail experience.
“Our On The Go network offers dynamic interactive travel information, engaging digital advertising and now e-tail,” said Paul J. Fleuranges, Vice President of Corporate Communications at NYC Transit. “The use of this powerful digital place-based network as an electronic storefront is another example of how we are moving forward to meet and exceed the expectations of our connected customers.”
The On The Go shopping experience, developed by OTG partner Intersection and featured on more than 225 kiosks, is based on a similar e-store designed for Amazon that was deployed during the 2014 and 2015 holiday shopping seasons. Building off that success the Museum decided to run a campaign of its own. "We launched the Holiday Shopping Guide during the 2016 Holiday Season and we’re happy to once again provide customers with a convenient way to shop for unique, only in New York gifts for the Dads & Grads in their lives while they're on the go." said Concetta Bencivenga, Director of the New York Transit Museum.
The Dads & Grads e-store offers millions of daily subway riders the opportunity to seamlessly browse the electronic catalogue on the kiosk display. The campaign runs as part of the advertising and agency content loop that populates the OTG kiosk. Customers launch this experience by simply touching on the campaign attractor screen, and can then scroll through more than forty popular transit-themed products on display. Complete product and pricing information is available for each item. Once they’ve settled on an item, customers can request product information be sent to their phones via text message or to their email. The e-store sends customers a link to that product, which they can use to complete the purchase later via the Transit Museum online store.
During the 2016 holiday season, there were more than 35,000 interactions with the campaign including over 2,200 product email and text messages sent to customers. That activity translated into a $5,000 lift in sales for items featured in the Holiday Shopping Guide. “For a small retail operation, that kind of year over year lift was a real and unexpected boost to our holiday sales,” said Bencivenga. “Our holiday experience using OTG as an e-store to showcase Museum products proved to us that DOOH based interactive e-tail can play a significant role in influencing customer behavior along the path to purchase,” added Fleuranges.
With more than 370 On The Go Travel Station kiosks, NYC Transit has the largest network of interactive Digital Out of Home (DOOH) storefronts anywhere. The Dads & Grads digital shopping experience will reach more than 1.5 million riders per day in the 48 subway stations where Intersection OTG kiosks are deployed, including major hubs like Grand Central – 42nd St, 14th St - Union Square, West 4th St, Jackson Heights – Roosevelt Av and Brooklyn’s Atlantic Av-Barclays Ctr.
The campaign went live in late May.
ABOUT NEW YORK TRANSIT MUSEUM:
The New York Transit Museum is the largest museum in the United States devoted to urban public transportation history and one of the premier institutions of its kind in the world. The Museum explores the development of the greater New York metropolitan region through the presentation of exhibitions, tours, educational programs and workshops dealing with the cultural, social and technological history of public transportation. Since its inception forty years ago, the Museum – which is housed in a historic 1936 IND subway station in Downtown Brooklyn – has grown in scope and popularity. As custodian and interpreter of the region’s extensive public transportation networks, the Museum strives to share through its public programs this rich and vibrant history with local, regional, and international audiences
Intersection is an urban innovation company that integrates data, connectivity, and media in public spaces to drive revenues, efficiencies, and better customer experiences for cities, citizens, and brands. The company creates ideas, products, and platforms at the convergence of digital and physical for transit agencies, retailers, advertisers, airports, and mixed-use real estate developments. Intersection is leading the consortium behind LinkNYC, the largest and fastest free public Wi-Fi network in the world. The company is owned by a group of investors led by Sidewalk Labs, an Alphabet company. Learn more at www.intersection.com.
(Photo Credit: Marc Hermann/NYC Transit)
Contact: Chelsea Newburg