An Observational Study of the Recent Balcony Improvement at Waterloo Station

AN OBSERVATIONAL STUDY OF THE RECENT BALCONY IMPROVEMENT AT WATERLOO STATION

AIM OF RESEARCH

• To identify essence of the balcony improvements at the waterloo station.

KEY RESEARCH QUESTIONS

• Is the Balcony at the Waterloo Station necessary?

• Are the businesses at the balcony profitable and necessary?

• Does the balcony improvement add value to the customers (Commuters)?

SIGNIFICANCE OF THE RESEARCH

• Essential for making informed business decisions: - For TFL

                       - For businesses who want to set up

• A basis for future research

LIMITATIONS OF RESEARCH

• Insufficient information

• Subjected to personal bias

• Inaccessibility of information on the status of the station before the establishment of the balcony

• Time constraints

RESEARCH METHODOLOGY

• Research methods used:

   - overt observation

   - informal and semi-structured interviews

• Sources of Data- Primary and Secondary

• Sampling Method- Random sampling

DATA ANALYSIS AND FINDINGS

• Shops are actually profitable

DATA ANALYSIS AND FINDINGS

• Increased customers patronage in the evening between 5- 7:30pm

DATA ANALYSIS AND FINDINGS

• High volume sales especially seasonal occasions

• Station serves a second role as a social centre and meet up centre for business people

• Balcony has attracted more people into the station

• Main customers are the commuters/ travellers

• Restaurants and coffee shops have the highest traffic

CONCLUSION

• Shops are profitable because they are known brands and already have established presence in the market.

• Main customers are commuters because they are mostly in the shops because they want to kill time when a train is cancelled or delayed.

• Increased value to customers because they can catch a quick meal, meet up friends, have short business meetings etc.

• https://www.youtube.com/watch?v=d-ztkRwExoc