Launching the King’s Cross B2C app

Toolbox Marketing / Launching the King’s Cross B2C app
Coal Drops Yard, King’s Cross

Launching the King’s Cross B2C app

King’s Cross Coal Drops Yard is one of the largest and most exciting redevelopments in London spanning 67-acres. With a rich history and occupying a unique setting, The location is a major gateway to visitors and travellers across Great Britain and Europe due to its proximity to St. Pancras terminal and UK rail terminuses. What was an underused industrial wasteland has now been transformed. Now home to a thriving new hub for innovation (Google and Facebook are currently based here), shopping, living, working, and entertaining with homes, shops, offices, galleries, bars, restaurants, schools, and even a university.

 

Why Toolbox Group?

Toolbox Group was selected by Argent to provide a communication solution to be deployed across their King’s Cross site. October 2018 saw the launch of King’s Cross’s B2B platform which was quickly adopted by retailers with an uptake of 90%.

Following on from the success of the B2B app integration King’s Cross decided to extend their app communication capabilities to align to the mixed-use community which includes nearby offices, residential housing, student campus, and retail consumers in the nearby vicinity. 

The B2C integration, launched in September 2019, enables consumers to have exclusive access to offers and deals at neighbourhood shops, restaurants, salons, and galleries. A selection of the modules used by Coal Drops Yard are:

Exclusive offers

Early bird event bookings

Review/Poll functions

Surveys

Wayfinding

My favourites

Loyalty programme

In-depth reporting and customer analysis

 

The launch

In addition to providing the King’s Cross app, created using the Mallcomm software, Toolbox Marketing was appointed to carry out the B2C app launch across their mixed-use portfolio. 

The how

  • A new brand creative was developed to reflect the fun and friendly personality through the use of vibrant colours, bold typography, and engaging imagery by our in-house studio.
  • Over a three-day period, we hosted promotional activities to create awareness of the app’s offerings and encourage download across all user audiences. 

 

On Day one we partnered with a nearby university campus to host a student event. Each student that downloaded the Kings Cross app received a free branded reusable coffee cup and a bag of branded popcorn. 1,750 students signed up for the app during the duration of the one-day event. 

On Day Two, our Street Team visited all residential buildings promoting the app and onboarding all residents. Residents were given a voucher to a King’s Cross cafe in return for downloading the app. The app received 1,500 downloads during the one-day event. 

The third and final day saw our Street Team visit all local offices within the vicinity. During the day, the teams visited all offices and distributed branded reusable coffee cups (with gift vouchers hidden within) and branded bags of popcorn. The team received over 2,000 downloads during the one-day office launch. 

 

The results 

During the 3-day launch event, the app was downloaded just over 5,250 times.

Since the introduction of the B2C capabilities of the King’s Cross app has acquired over 8,000 downloads as well as 93.86K usage. 

We continue to work with King’s Cross to increase their engagement rate within their B2B and B2C communities. 

The Kings Cross app brings together the wider community by cementing relationships, increasing loyalty, and enhancing their users’ experience.