Network Rail - Spotlight - Winter 2024

Issue 18 | January 2024

Spotlight THE MAGAZINE FOR RETAIL AND PROPERTY

Taking a Victory lap Meet the team behind London Waterloo’s new pub

Good will is always a good time Meet the retailers helping customers pay it forward

Insights inside Get to know your customers better 1

SPOTLIGHT

@Spotlight_NR networkrail

Welcome Welcome to the winter issue of Spotlight, our quarterly magazine dedicated to bringing you the latest news, insights and in-depth stories from across the network. Spotlight is for you, our retailers, and we hope you find it useful.

In this edition we’re taking a closer look at customers’ spending habits and how the cost of living crisis is affecting passengers across the network. You can find our passenger insights on pages 8 and 9.

Still full of festive spirit, we look back at the station Christmas trees that wowed for a good cause, and catch up with those retailers giving back to our communities.

Elsewhere, we get to know Reading station and its wonderful team, and say hello to one of London Waterloo’s latest arrivals – The Victory.

We’ve spent the last year working hard behind the scenes to create the Spotlight magazine you need. This is the first edition you’ll receive that is exclusively for our managed station retailers. The Arches community will now receive its own dedicated publication, The Arches Spotlight, which will land later this year.

And that’s not all. Our new digital platform is launching in the spring. As such, this will be the last PDF version of Spotlight. We look forward to all the creative storytelling opportunities this new digital platform will offer.

Finally, we’re pleased to announce that our Retail Business Partner for the Eastern region, Gary Hunnam, has taken on an expanded role with Spotlight. Gary will work closely with the editorial team to bring all the best stories from across the network into the pages of the magazine.

Wishing you all a great 2024.

Jordan Beedles, Marketing Manager ABOUT OUR GUEST EDITOR Jordan is the Marketing Manager for the Southern and Eastern regions, within the Property Team. He works alongside retailers in these regions to drive footfall and brand awareness, while ensuring passenger insights are at the heart of the team’s strategy.

Find out more www.networkrail.co.uk/property

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SPOTLIGHT

Jordan’s other priorities include developing the business-to-business marketing strategy for the Network Rail Property Team. In this, he helps to promote our wonderful stations as destination stations to new retailers.

Get in touch with Jordan: jordan.beedles@networkrail.co.uk

POST IT OUT Take a look at some of the great customer feedback you’re receiving...

Thanks to everyone who came to our impromptu gig by Platform 10 at Piccadilly Station in Manchester

Enjoying my latte & breakfast roll at Cafe Nero, Birmingham New Street station. I come here regularly on my break from working trains from/to Bristol. Got to say the staff here are amazing. Brilliant service always.

Elvis exhibition has us all shook up THE KING COMES TO THE CAPITAL Last October we welcomed a very special exhibition, Direct from Graceland: Elvis, to Arches London Bridge.

The exhibition is the most significant collection of the King of Rock ‘n’ Roll’s memorabilia this side of Memphis, and visitors from far and wide are donning their Blue Suede Shoes and feasting their eyes on more than 400 artefacts once owned by the legend himself.

Set in over 11,000 square feet, Arches London Bridge plays host to a true spectacle. Here you’ll find Elvis’ military and American football uniforms, plus his TCB Super Trike Motorcycle and jet-black Ferrari Dino GT4.

Visitors can also get a glimpse of an amazing array of his famous jumpsuits, plus personal items like Lisa Marie’s baby clothes, the King’s first job application and the crayon box he took to school.

Get your tickets. It’s Now or Never...

United against violence OUR RETAILERS AND STATION TEAM AT GLASGOW CENTRAL CAME TOGETHER FOR WHITE RIBBON DAY White Ribbon is the UK’s leading charity engaging men and boys to end violence against women and girls – once and for all. Our team gladly donned white ribbons in support of the charity’s #ChangeTheStory campaign.

To mark the day, the station was decorated with white bunting, and

colleagues encouraged passengers and visitors to make a pledge opposed to violence against women and girls.

“After months of planning with partners from White Ribbon Scotland, ScotRail, the British Transport Police and other stakeholders, Glasgow Central was delighted to host the White Ribbon

Awareness Day,” said Station Manager Drew Burns.

“White Ribbon Scotland do great work to end violence against women and we used the day to get as many station users as possible to sign the pledge never to commit, condone or remain silent about violence against women and girls.”

Make this the best year yet ENTER OUR WINTER COMPETITION TO WIN A MOLESKINE PLANNER Can you believe 2024 is here already? Well, no –neither can we. So to help kick-start your year and get your plans, goals and wishes down on paper, the wonderful team at Moleskine have donated a 2024 planner as our competition prize.

To enter, email spotlight@networkrail.co.uk with your top wish for 2024. Good luck! And remember, you can find Moleskine on the concourse at Liverpool Street station.

JANUARY 2024

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IN FOCUS

Destination station

Welcome to

Reading

A visit to one of the busiest rail hubs in Britain Another busy day at Reading station

D

id you know that passing through in a hurry or for so much more going on behind the Reading station passengers with more time on their scenes to keep this vibrant station – welcomes nearly 20 hands. There are quick bites available and the town itself – moving. million visitors from M&S and Burger King, and a “Reading station is a wonderful each and every Fullers pub, The Three place to work,” she says. “We support year?

Guineas, for longer stops. thousands of passengers each day as It’s particularly busy in There’s something for they make journeys across the December, with an everyone, and the retail country. But as well as providing average of 60,000 staff are always happy travel connections to so many places, passengers a day. And to assist customers Reading is a destination of its own. while the festive rush any way they can.

“It’s a busy town, fast expanding, certainly drives “There’s always with a university and an abundance heavier footfall, something exciting of amenities to take advantage of.

Reading is one of the happening here,” Reading offers a great time to all, Daniel Thompson busiest interchanges says Daniel. from shopping and dining to sporting outside of London all year “It’s great to see the events at the local Madejski Stadium. round. In fact, over 12 progression of Reading “It takes a large team of people million people change trains at station and its surrounding area, from a number of companies working Reading each year. as it grows and adapts to together at Reading station and we So, what’s it like at one of the welcome our customers and strive to provide our passengers busiest stations in the country? And visitors. The retail team with a positive experience how do our wonderful retailers provide an essential each time they pass through,” support all those on the move? We service to this adds Bernadette. spoke to Station Manager Bernadette commuter town.”

“We face many Sachse and Daniel Thompson, the challenges, such as More than an Retail Business Partner for Reading delays, bad weather and interchange station, to get the inside scoop. disruptive events.

For many However I am in awe Something for everyone passengers, Reading of how our teams pull Reading is a hive of activity, and we is simply a station together time and time Bernadette Sachse have a huge volume of passengers to that helps them get again to continue to keep fed and watered. The station from A to B. But as do the best we can for offers a variety of options for those Bernadette shares, there’s our customers.”

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From the break room

From the break room

IN FOCUS

A popular spot at Reading station

The Three Guineas’ Hayleigh James shares her tips for creating the best customer experience, and explains why the railway retail community is so special

H

ayleigh James is a supervisor at The Three Guineas, the Fullers pub at the heart of Reading station.

What’s it like being part of the team at the station?

It’s a pleasure to work in Reading, as the customers and guests are so vibrant and diverse. There is never a dull day, and no two days the same.

Have you had any heartwarming or interesting encounters with customers recently?

We recently welcomed one customer who hadn’t visited the pub since the pandemic. They were so happy to find their favourite beer was still on.

What makes a great retail experience?

A great retail experience starts with a great team, and the team at The Three Guineas regularly go above and beyond to surprise and delight our guests. I am very proud of them.

Are you doing anything unique to get customers through the doors?

Hayleigh James

We currently offer two-for-£15 on cocktails and we do a two-for-£10 Monday-Friday deal from 7pm10pm. We also serve a delicious and authentic dining menu all day.

The Elizabeth line, heading east across the capital

JANUARY 2024

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IN THE SPOTLIGHT

On the network

Small act, big impact Retailers go above and beyond for a customer and leave a lasting impact

T

he season of goodwill may feel like a distant memory, but kindness is not a seasonal activity.

Working at stations, our retailer community meets such a variety of people on many different journeys.

Giving back, offering kindness to strangers, and embodying a spirit of community are just a few ways to spread some happiness. You never know when someone could need it most.

We spoke with colleagues from businesses across the country. What we found? Small acts of kindness make a really big difference.

Diego Benincasa, General Manager, Pret A Manger London King’s Cross

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Diego’s story “At Pret, we have numerous ways to spread happiness and brighten our customers’ days.

“As a company, we’re dedicated to the happiness of our customers and have a generous budget set aside to bring joy throughout the week.

Colleagues are given permission to offer freebies to customers either randomly, or if they look like they need a pick-me-up.

“One busy morning, I found myself at the till, navigating the rush of customers. Amidst the flurry, a familiar face caught my eye – a sweet elderly lady, who visited the shop regularly.

“Her usual vibrant personality seemed a little clouded that day.

Sensing something was wrong, I struck up a conversation and she shared her worries about her grandson, who was battling a serious illness in hospital. Her eyes glazed a little as she was telling me, and her usual smiley face was replaced with a sad frown.

Colleagues at Pret A Manger can offer freebies to those customers who look like they need a pick-me-up

“Inspired to bring a little brightness to her day, I discreetly prepared a bag filled with her favourite things from Pret and handed it to her with a warm smile, saying it was a small token of appreciation for being a loyal customer.

“

“As a company, we’re dedicated to the happiness of our customers”

“Surprised by the gesture, tears welled up in her eyes and she hugged the bag of goodies tightly, expressing her gratitude. I could tell this was what she needed that day to feel a little better.

“I have seen this lady many times since this experience, and she always comes into the shop with a big smile.

“I hope this is a testament to the impact of a little compassion during tough times for all people.”

On the network The Black Sheep Coffee ethos of giving

Cristina, barista at Black Sheep Coffee

“Homelessness isn’t just about sleeping rough. All too often it also means isolation and loneliness. Even in a big city like London, homeless men and women can go several days without exchanging a single word with anyone, or even making eye contact with another human being.

“Sometimes, ordering a coffee and chatting with a barista who knows you by your first name and remembers your usual order is more important than the coffee itself. This is why we launched the Free Coffee Board Initiative with the founding of the company back in 2013.

“At Black Sheep Coffee, customers can leave their fully stamped loyalty card on the Free Coffee Board or purchase a sticker at a discounted

Lighting up Glasgow Central

Collections raised almost £2,000

For the past two decades, Glasgow Central station has teamed up with the Price and Princess of Wales Hospice to support their Light Up a Life campaign.

Each year, a school choir stands beneath the station’s glittering tree and brings some Christmas cheer.

This year it was St Mirin’s Primary School’s turn – “and what a show they put on!” said Station Manager Drew Burns. “Everyone enjoys the day, from the school children and hospice staff to ourselves and our customers.”

Jackie Malloy, Fundraising Director for at the hospice, said:

IN THE SPOTLIGHT

price to be pinned on the board.

Anyone who cannot afford coffee can redeem those for any hot drink of their choice.

“

“Sometimes, ordering a coffee and chatting with a barista who knows you is more important than the coffee itself!”

“Customers often write kind messages on the stickers and all of our baristas are trained to make homeless people feel welcome.

“The scheme pays for itself as customers also contribute to the donations to ensure the initiative can sustain across all our shops without ever being terminated for financial reasons.”

“We are so grateful to everyone at the station for their support. A huge thanks to everyone who donated and helped raise almost £2,000, which will help fund patient care for people with life-limiting and terminal conditions.”

They weren’t the only charity the station supported in the run up to Christmas.

As Drew explained: “We had the pleasure of welcoming the Glasgow Care Foundation, which was established in 1874. A small charity doing lots of things for the city, all funds raised go to helping those in need.”

JANUARY 2024

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IN FOCUS Meet INSIGHT Innovation your customers

Signs of change The cost of living is affecting customers across the UK. Brighter times are ahead

T

he UK has been in a cost of living crisis since 2021. Defined by the disparity between rising food and energy bills and stalling household incomes, the crisis is continuing to impact some customer spending patterns. It’s a valid concern for many of our retailers.

The good news is that there are signs of things improving, with some suggesting the crisis will ease over the next few months. So, how are our customer attitudes and behaviours changing?

Our most recent passenger insights study tells us things aren’t too gloomy.

Among the expected concerns about the cost of living, retailers are seeing growth – and opportunities. Here’s what you need to know.

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SPOTLIGHT

Customers are concerned, but things are looking up Nationwide surveys tell us the majority of the UK population is concerned about the cost of living crisis. It’s no surprise we’re hearing the same from our customers. There are some regional disparities, with a higher proportion of travellers in Glasgow Central telling us they are very concerned, than those in Bristol Temple Meads.

“There is a range of shops and restaurants... Everything is accessible and caters for everyone.”

London Bridge, Male, 29, Leisure

Service with a smile at Costa Coffee

71% All NR station users

agree they are concerned about how the cost of living will impact them in the future

But there are good signs, too.

There’s been a 3% drop in the number of customers who consider train stations to be more expensive, while the number of customers telling us they find shopping in train stations more convenient than shopping elsewhere goes up and up, with a 10% increase in the past five years.

Average spend across all retail options is relatively stable, with only money services seeing a drop of more than £5 per visit.

Signs of change INSIGHT Some retailers are seeing an increase in total spend per visit. Customers at stationery shops, click and collect services and fashion outlets are spending more per visit than they were in 2022, with spend in all three up 10%.

It’s a sign that the diversity of choice introduced at stations in the past few years is popular with our customers.

Well over a third of customers also told us they make a purchase every

time they visit a station. Interestingly, 52% of business travellers said they always make a purchase. Could this offer a promotion opportunity?

Why it matters “Passenger insights are essential and are used to inform our business strategy,” says Scott Fisher, Head of Marketing and Insights, Network Rail Property.

“Understanding our customers’ attitudes and behaviours towards the current retail offer and the overall station environment, allows us to maximise the opportunity to build a portfolio of brands and services that exceeds expectations.

“Over the next year, we will continue to use Spotlight to share our passenger insights, so keep an eye out for future topics in the spring and summer.”

2022

Visited in the past 3 months (all station users)

2022

Average spend per visit (category users)

Supermarkets

52%

51%

£11

£11

Fast food outlets

38%

37%

£11

£11

Sandwich shops/Bakery

36%

37%

£9

£8

Coffee outlets

37%

35%

£7

£7

Pubs & Bars

17%

17%

£20

£18

Book shops

21%

17%

£8

£8

Gift shops

11%

11%

£18

£18

Health and Beauty shops

12%

11%

£16

£16

Cards and stationery shops

12%

10%

£9

£10

Casual Dining

7%

7%

£24

£22

Money Services

6%

6%

£32

£27

Fashion shops

6%

5%

£37

£41

Home and Lifestyle shops

6%

5%

£25

£25

Technology shops

5%

4%

£37

£35

Click and Collect services

4%

4%

£20

£22

Other retail services

1%

1%

£22

£17

2018 NR Station Users

71% 72% 69%

2022 NR Station Users

47%

It's more expensive to shop in train stations than elsewhere

59% 59%

There's usually a good mix of shops in train stations

2023 NR Station Users

31% 40% 41% I find shopping in train stations more convenient than shopping elsewhere

“Good selection of choice for any budget with a variety of different foods.”

“There is a good range of shops especially coffee shops and food outlets here.”

Glasgow Central, Female, 32, Commuter

London Kings Cross, Male, 62, Leisure

Boost your footfall with StationOffers Our insights highlighted the need to showcase value for money at stations, which is why we’ve launched StationOffers, a one-stop shop for customer deals from retailers across the network.

It’s a free service and one of the best ways to promote offers and increase your customer numbers.

Twenty-seven retailers took part in December’s StationOffers. Sign up for the next one this spring by emailing networkrail.retail@ eleven-marketing.co.uk

JANUARY 2024

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Cheers to Victory!

We catch up with Craig Marchment, General Manager at a new pub at London Waterloo

A

bove the hustle and bustle of London Waterloo station, a new watering hole has been busy making its mark on the capital. The Victory pub opened its doors in October last year, and has been living up to its name ever since.

“The launch went extremely well,” says Craig Marchment, the pub’s general manager.

Craig Marchment “Everyone has been incredibly complimentary about the décor, food and friendly service since we opened.”

A launch offer in October meant customers could enjoy 50% off food. That had people piling through door, says Craig. “It went down a treat, as I’m sure you can imagine.

The food really is fantastic and has surprised many who come in not expecting a train station pub to be able to deliver what we are.

“The breakfasts are to die for, so if you are up early enough, come and see us!”

What three words would customers use to describe a visit to The Victory? “Inviting, convenient and inclusive,” says Craig. “We really do attract all types of guests. From commuters and families to tourists, there is something for everyone who uses the station.”

As the team has settled into life at the station, we asked Craig how it was fairing as part of the railway community.

“The station itself is in a prime location to catch all demographics. The chain knows how to operate city bars, family-friendly locals and restaurants, and this project allowed us to put it all together and come up with the amazing venue we have.

“We’ve been here a little while now, and it’s great to see so many friendly faces as we walk around the station.

Everyone has been extremely welcoming to us as a team.

I think they are happy to be able to get a post-work pint back in Waterloo!”

You can visit The Victory on the top floor concourse of London Waterloo station. Our top tip? Try the fish and chips.

A warm welcome awaits at The Victory

Follow us @Spotlight_NR for all things station retail!

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SPOTLIGHT

Want to see your brand featured in Spotlight?

Share your story at spotlight@networkrail.co.uk today!