Paddington StationPaddington Station

Achille Fontaine 07021065Achille Fontaine 07021065

Atif Shehzada 07027989Atif Shehzada 07027989

Maria Park 07016946Maria Park 07016946

Stefanie Sproessel 07041887Stefanie Sproessel 07041887

AgendaAgenda

1.1. Paddington StationPaddington Station

2.2. Demographic ProfileDemographic Profile

3.3. Existing Retail OutletsExisting Retail Outlets

4.4. FacilitiesFacilities

5.5. Our SegmentationOur Segmentation

6.6. Primary ResearchPrimary Research

7.7. RecommendationsRecommendations

Paddington StationPaddington Station Opened 16 January 1854Opened 16 January 1854

District & Circle LineDistrict & Circle Line

Hammersmith & City lineHammersmith & City line

Bakerloo LineBakerloo Line

14 Platforms14 Platforms

““The Lawn”The Lawn”

Paddington BearPaddington Bear

Visitors – Visitors – 128.000 daily128.000 daily 46.7m yearly46.7m yearly

Heathrow Express – Heathrow Express – 15,000 daily15,000 daily

Retailers – 20.348 sq Retailers – 20.348 sq ftft

Demographic ProfileDemographic Profile High density of flatsHigh density of flats

High levels of educationHigh levels of education

High concentration of High concentration of students.students.

Interest in current Interest in current affairsaffairs

Elevated use of public Elevated use of public transportationtransportation

ACORN type 17ACORN type 17

Aged 20-30 Aged 20-30

Urban professionalsUrban professionals

Pre-familyPre-family

Socially activeSocially active

Medium incomeMedium income

Existing Retail OutletsExisting Retail Outlets

Services Services

FashionFashion

GiftsGifts

Beauty/CosmeticsBeauty/Cosmetics

Grocery shopsGrocery shops

Books and StationeryBooks and Stationery

Casual diningCasual dining

Coffee shopsCoffee shops

RestaurantsRestaurants

BarsBars

FacilitiesFacilities

Accessible ToiletsAccessible Toilets Baby careBaby care British Transport PoliceBritish Transport Police BusesBuses TaxisTaxis Cycle parkCycle park EscalatorsEscalators First AidFirst Aid Hotel reservationHotel reservation InformationInformation

Left luggage/lost Left luggage/lost propertyproperty

Post BoxPost Box PhotoMePhotoMe ShowersShowers Station ReceptionStation Reception TelephoneTelephone Trolley pointTrolley point Waiting roomWaiting room Bureau de ChangeBureau de Change Cash pointCash point

Our SegmentationOur Segmentation 20 – 30 years20 – 30 years

London basedLondon based

£25 – 34k£25 – 34k

Pre – familyPre – family

B & C1 Social classB & C1 Social class

Urban ProfessionalsUrban Professionals

WorkWork

Wider communityWider community

LeisureLeisure

Instant gratificationInstant gratification

Time poorTime poor

Live in flats nearbyLive in flats nearby

Primary ResearchPrimary Research

Mark Nair, train user: ´´ I wouldn’t mind seeing a movie Mark Nair, train user: ´´ I wouldn’t mind seeing a movie rental. I’ve got 1.5h before my train departures. There is rental. I’ve got 1.5h before my train departures. There is

nothing like a good movie to pass the time. ``nothing like a good movie to pass the time. ``

Paddington Station Paddington Station 100 questionnaires100 questionnaires Open & closed Open & closed

questionsquestions AnonymousAnonymous Random samplingRandom sampling Various timesVarious times

Service Preference

Gym 18.5%

Movie Rental 31.0%

Internet Cafe 21.5%

Dry Cleaners 22.5%

N/A 6.5%

RecommendationsRecommendations

Source: pdfdownload.org/pdf2html/view.phpSource: pdfdownload.org/pdf2html/view.php

BlockbusterBlockbuster Open 24/7Open 24/7 Self service check-outSelf service check-out £5 for 3 days£5 for 3 days Game rentalGame rental Movie trailersMovie trailers Variety of moviesVariety of movies Student discountStudent discount

ReferencesReferences ACORN, The Leading Geodemographic Classification Tool. 2009. New ACRON Postcode Lookup. ACORN, The Leading Geodemographic Classification Tool. 2009. New ACRON Postcode Lookup.

[Online] Available at: [Online] Available at: http://http://www.caci.co.uk/acorn/pclookupgo.aspwww.caci.co.uk/acorn/pclookupgo.asp [Accessed 17 March 2009] [Accessed 17 March 2009] Key note. Buying Behaviour. 2006. Travel patterns of rail passengers. [Online] Available at: Key note. Buying Behaviour. 2006. Travel patterns of rail passengers. [Online] Available at:

http://www.keynote.co.uk/kn2k1/CnIsapi.dll?nuni=97444&usr=10248srv=03&alias=kn2k1&uni=12http://www.keynote.co.uk/kn2k1/CnIsapi.dll?nuni=97444&usr=10248srv=03&alias=kn2k1&uni=1241624829&fld=41624829&fld=K&noLogK&noLog=1&frompage==1&frompage=Summ&keySumm&key=2382=2382. [Accessed 25 February 2009]. [Accessed 25 February 2009]

Key note. Rail Travel. 2008. market definition. [Online] Available at: Key note. Rail Travel. 2008. market definition. [Online] Available at: http://www.keynote.co.uk/kn2k1/CnIsapi.dll?nuni=45075&usr=10248srv=03&alias=kn2k1&uni=12http://www.keynote.co.uk/kn2k1/CnIsapi.dll?nuni=45075&usr=10248srv=03&alias=kn2k1&uni=1241625381&fld=41625381&fld=K&noLogK&noLog=1&frompage==1&frompage=Summ&keySumm&key=2377=2377. [Accessed 25 February 2009]. [Accessed 25 February 2009]

Mintel. Railway and motorway retailing-UK. 2005.[Online] Available at: Mintel. Railway and motorway retailing-UK. 2005.[Online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=114747. http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=114747. [Accessed 4 March 2009][Accessed 4 March 2009]

Mintel. Railway Catering –UK. 2000. [Online] Available at: Mintel. Railway Catering –UK. 2000. [Online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=848. http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=848. [Accessed 25 February 2009].[Accessed 25 February 2009].

Heathrow Express. Our Company. 2009 [Online] Available at: Heathrow Express. Our Company. 2009 [Online] Available at: https://www.heathrowexpress.com/content.asp?SID={9FABCEA8-586C-4FE5-94DD-https://www.heathrowexpress.com/content.asp?SID={9FABCEA8-586C-4FE5-94DD-D3C777C0764A}&pageid=27. [Accessed 4 March 2009].D3C777C0764A}&pageid=27. [Accessed 4 March 2009].

Network Rail. Paddington. 2009 [Online] Available at: http://www.networkrail.co.uk/aspx/935.aspx. Network Rail. Paddington. 2009 [Online] Available at: http://www.networkrail.co.uk/aspx/935.aspx. [Accessed 25 February 2009]. [Accessed 25 February 2009].

Network Rail. Paddington. Maps. Station services (shopping. Eating. Etc) [Online] Avaliable at: Network Rail. Paddington. Maps. Station services (shopping. Eating. Etc) [Online] Avaliable at: http://www.networkrail.co.uk/documents/For%20Passengers/Station%20Maps/4509_Paddingtonhttp://www.networkrail.co.uk/documents/For%20Passengers/Station%20Maps/4509_Paddington%20Station%20Map.pdf. [Accessed 18 February 2009]%20Station%20Map.pdf. [Accessed 18 February 2009]

Thank you! Thank you!

Any questions?Any questions?