Case Studies

Coal Drops Yard, King’s Cross

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 been transformed. Now home to a thriving new hub for innovation (Google is currently based here and Facebook will shortly open a site here), shopping, living, working and entertaining with homes, shops, offices, galleries, bars, restaurants, schools, and even a university.

Why Mallcomm

Mallcomm 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 provision of a complete 360-degree integrator to engage the whole real estate community was developed by the Mallcomm team.

With the area’s high profile tenants, operation efficiencies and valuable insights, as well as local incentives, were vital to encourage engagement and ensure downloads. Mallcomm’s innovative technology provided a central hub at users’ fingertips to create loyalty and connect people within Coal Drops Yard and the wider King’s Cross district by transforming the way in which King’s Cross’ tenants and Users experienced the area.

The B2C integration now 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
My favourites
Loyalty program
In-depth reporting and customer analysis

In addition to providing King’s Cross’ app, Toolbox Group was appointed to carry out the launch across their mixed-use portfolio. Promotional activity to create awareness of the app’s offerings and encouraging downloads was tied into nearby university campus events and visiting residential offices within the vicinity.

With the introduction of the B2C capabilities of the King’s Cross app has acquired 4,000 downloads as well as 93.86K usage since launch in September 2019.

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.