Regional rail operation on Merseyside Merseyrail has a revealed a new pilot for Mtogo, the train company’s chain of nine combined ticket offices and convenience stores, at Liverpool Central Station.
Designed and implemented by retail and branding agency M Worldwide, the pilot aims to make Mtogo a better, more enjoyable experience for passengers.
“Mtogo is all about enhancing the customer experience, and Liverpool Central, one of the busiest underground stations in the country outside London, was the perfect place to trial a slightly different formula,” commented Kaj Mook, customer services director at Merseyrail. “M Worldwide’s expertise in understanding customers, as well as the convenience store sector, has proved invaluable to this programme.”
As Mtogo stores are always close to ticket barriers with the vast majority of customers boarding or leaving trains, M Worldwide was tasked with defining the customer journey and developing a retail proposition encouraging impulse buying as well as driving footfall and increasing dwell time.
The Mtogo pilot includes ticket machines located inside the shops, more emphasis on hot food and passenger convenience, better signage and graphic design, and improved merchandising.
Co-managing partner at M Worldwide, David Martin, added: “Mtogo is different from shops located outside stations. Because stores are an integrated part of the passenger journey, Merseyrail can target customers for specific journeys and be more than simply a convenience store.
“We have focused on people’s needs while they are travelling: some people simply need a ticket as fast as possible, whereas others arrive early at the station and want to buy something to eat.”
The design elements developed for the pilot will be introduced within other Mtogo stores by the middle of 2013, forming the basis for all new Mtogo marketing materials. The overall performance of the Liverpool Central pilot will be evaluated to decide whether the pilot will be fully rolled out to other Mtogo stores.