Report • 16.09.2015

TeaTales: A perfect concept for train stations

How a start-up successfully has been presenting a pop-up store in the high frequented Berlin central train station for one month

Nina Schröder and Philipp Löwenstein founded TeaTales in 2014...
The visitors liked it: Tea to go corresponds to the modern trend of healthy living
Source: TeaTales

The train station turned out to be an ideal location: the young start-up venture "TeaTales" is the winner of the "DB Next Station" context and got the chance to introduce its organic tea creations in a pop-up store at the Berlin Central Train Station for one month. A taste of the next generation of retailers in train stations.

The competition for the "Next Station" contest by German Railways (German: Deutsche Bahn) was fierce. The goal was to introduce concepts that breathe fresh air into the halls in the future and intended to enrich this specific retail environment. TeaTales was able to win over the judging panel. Their proposal: tea, iced or hot, in different sizes to go. Plus a so-called “Taste Bar" that lets you sample all tea varieties and purchase them in aluminum tea tins or as gift sets.

The icing on the cake and one of the main reasons why the judging panel chose TeaTales is an app that is specifically designed for travelers and commuters who are now able to order their beverage while they are still en route and just need to pick it up. "An Online-Offline combination will play an increasingly important role in the future for our retailers and travelers. TeaTales is keeping up with the times and has factored in precisely this aspect," explains Svetlana Naperstek, coordinator for DB Next Station. Die DB Station&Service manages the train stations of Deutsche Bahn and is thus responsible for the rentable spaces of the train stations. One part of making this decision was also the “healthy lifestyle” the start-up conveys with its selection.

Most importantly, getting noticed

After the contest in April, TeaTales was already permitted to operate in June for one month with a pop-up store right in the middle of the Berlin Central Train Station, considered the largest junction in Europe. "The reactions were great right from the very first day. Many people stopped, looked around and asked," says Nina Schröder, co-founder of TeaTales, "despite the fact that the set-up in the middle of the train station was quite the challenge. We were only able to build the store the night before its opening since the space was still being used and travelers weren’t supposed to be inconvenienced during peak travel times." Not the only unique aspect that came up at the train station that’s frequented by approximately 300,000 travelers and visitors every day.

"The customer footfall has made a substantial difference compared to previous locations. Our regular tea bar in the Markthalle 9 (English: Market Hall) in Kreuzberg is open four days a week at most. Unlike at the train station where we are open from 7 am to 8 pm seven days a week. We needed twice as many employees as we usually do," explains Schröder.

The design of the store also needed to meet the extraordinary conditions and attract special attention to entice customers. Mission accomplished: the light tone wood of the modular furniture, the aluminum tea tins and bright colors of the different teas in the white aluminum racks merged seamlessly into a modern, bright and sophisticated design.

"TeaTales has met all requirements of a pop-up store at the Central Train Station," says Paulina Habben of the Go-PopUp company that assisted TeaTales during the preparation. "A young and individual brand that makes it very easy for many commuters to directly test its product. The location is ideal since the area is highly frequented and accessible from four directions." That’s why the store features a very open floor plan design to create an all-around impression. Habben adds, “The concept is simple and reincorporated in the logo that shows a map of the world with the origins of the different types of tea. Plus, the tea is simply delicious."

Great revenues and even more potential

To actually be able to prepare this tea, the TeaTales team had to demonstrate the highest level of improvisation skills. "At our usual sites, a water connection is not an issue – but it certainly is in the middle of a train station,” explains tea lover Nina Schröder. The team quickly decided to connect water dispensers to the tea makers that were frequently replenished at neighboring tenants like Pizza Hut and Burger King. "Railway employees allowed us to set up a warehouse to store our supplies literally in their offices," says the well-traveled tea connoisseur and is excited about the ingenuity of all involved parties.

Their efforts paid off. "We quickly realized that the train station is a great location for us. We have analyzed consumer behavior during these weeks and already noticed certain patterns." The company had far more to go customers in the mornings that quickly grab something for their trip or to take to work. And in the afternoons, evenings and on the weekends it welcomed those people who had a little more time to linger, who tested the different flavors and purchased gift sets.

The app for ordering online turned out to be the right companion in this context. "An app for this type of highly frequented location truly makes sense and we will continue to offer it," says Schröder. She is happy to conclude that, "This was a great sales month despite the many improvisations. Plus, there is even more potential here." This is why TeaTales wants to continue working with Deutsche Bahn – initially, with more pop-up areas. Exactly what this will look like, however, has not been determined yet.

Author: Natascha Mörs/iXtenso.com

related articles:

popular articles:

Thumbnail-Photo: Playfully - simple? Gamification in retail
20.04.2022   #Tech in Retail #smartphone

Playfully - simple? Gamification in retail

How retailers can win new customers with gamification

Whether at the bus stop, in the waiting room, out and about in the city or relaxing on the sofa - the smartphone has become a constant companion for most people over the last ten years. Anyone who has a moment to spare takes a look at the countless ...

Thumbnail-Photo: Visual search – Finding products with images...
28.06.2022   #online trading #e-commerce

Visual search – Finding products with images

Not only the result, but also the user experience is crucial

In online retail, a well-developed and easy-to-use product search is essential for customers. For a high level of convenience and optimal results, this now includes visual search. This means that users can search for similar items using images of ...

Thumbnail-Photo: Challenges in multichannel marketing
17.06.2022   #online trading #e-commerce

Challenges in multichannel marketing

3 major retail trends that will force change in your content creation processes

The demands on retail creative production are huge. From web to print, PoS to packaging, social to paid advertising, and more, there are endless pieces of visual content needed to power a large, multi-channel retail brand.Plus, nobody is unaware of ...

Thumbnail-Photo: IKEA and Infarm start urban herbs farming project...
20.06.2022   #brick and mortar retail #sustainability

IKEA and Infarm start urban herbs farming project

Pilot project for joint, sustainable cultivation of herbs in furniture stores

Demand is growing for high-quality food that is produced locally and with as little environmental impact as possible. To meet this, IKEA and Infarm are growing high-quality herbs in Infarm's vertical farms in the customer restaurants in three ...

Thumbnail-Photo: In-store marketing: The salt in the soup of sales promotion...
01.07.2022   #e-commerce #sustainability

In-store marketing: The salt in the soup of sales promotion

How to positively influence the shopping experience of your clientele

Soft music in the background, delicious scent, pleasant lighting – Sounds like dinner at your favorite restaurant? Almost. Because atmospheric design elements are also important ingredients for the perfect in-store shopping experience in ...

Thumbnail-Photo: Ynvisible supports sustainable fashion with digital price labels...
13.05.2022   #digitization #sustainability

Ynvisible supports sustainable fashion with digital price labels

New generation is easily readable, flexible and customizable

Ynvisible Interactive Inc. has announced that Digety, a company creating electronic price labels for the fashion industry, has selected Ynvisible as the supplier of displays for its re-usable digital price labels. Digety’s price labels ...

Thumbnail-Photo: Cross-border e-commerce to exceed $2 trillion for first time in 2023...
14.04.2022   #e-commerce #payment systems

Cross-border e-commerce to exceed $2 trillion for first time in 2023

Juniper Research: Cross-border e-commerce to account for 38% of all e-commerce transactions globally by value in 2023

A new study from Juniper Research has found that the value of cross-border e-commerce will exceed $2.1 trillion in 2023, from $1.9 trillion in 2022. This growth of over 13% in a single year reflects the increasing success of marketplaces which offer ...

Thumbnail-Photo: Top 5 retail trends for 2022 providing new opportunities...
27.06.2022   #online trading #e-commerce

Top 5 retail trends for 2022 providing new opportunities

The five most important trends in retail that entrepreneurs can use to seize their opportunities

I have always believed in getting into the mind space of our customers. So lately, I've been interviewing a lot of retail customers and have learned a great deal about the challenges retailers face. But among those challenges, there are also ...

Thumbnail-Photo: American and European retail brands bounce back better as values...
02.05.2022   #retail #coronavirus

American and European retail brands bounce back better as values increase post-COVID

Big retailers like Amazon and Walmart apply their logistics expertise to adapt in innovative ways to the ‘new normal’

American and European retail brands are leading the global retail sector in bouncing back better from the pandemic, with Amazon and Walmart leading the way. In a world of changing customer demand and disrupted supply chains, these big retailers are ...

Thumbnail-Photo: Carvana launches newest car vending machine
09.05.2022   #e-commerce #Tech in Retail

Carvana launches newest car vending machine

Online retailer opens 32nd car vending machine in the U.S.

Carvana has launched its newest car vending machine, located in San Francisco, California. The state-of-the-art steel and glass structure debuts in the tech capital of America, standing eight stories tall with a 27-vehicle capacity, offering car ...

Supplier

iXtenso - retail trends
iXtenso - retail trends
Celsiusstraße 43
53125 Bonn
Chili publish NV
Chili publish NV
Neue Schönhauserstraße 3-5
10178 Berlin
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf
salsify
salsify
7 rue de Madrid
75008 Paris