HqO > Case Studies > Elevating Tenant and Retail Experience: J.P. Morgan's Partnership with HqO at Spitalfields Market

Elevating Tenant and Retail Experience: J.P. Morgan's Partnership with HqO at Spitalfields Market

Technology Category

Infrastructure as a Service (IaaS) - Public Cloud
Sensors - GPS

Applicable Industries

Buildings
Retail

Applicable Functions

Procurement

Use Cases

Retail Store Automation
Theft Detection

The Customer

J.P. Morgan

About The Customer

J.P. Morgan is a global landlord and one of the world's leading landlords, with a portfolio that includes London's coveted Spitalfields Market. Spitalfields has been the site of a marketplace in East London for over 350 years, serving as one of the oldest attractions to its surrounding communities. The market provides a lively scene for food, fashion, art, music, and events, and is open seven days a week. It is adjacent to nearby Liverpool Street Station, making it a destination for all of London. The scale of the office space located at Bishops Square is significantly less known, but caring for the number of people who work there on a daily basis — in addition to public visitors — remains a key consideration for J.P. Morgan and the on-site property team.

The Challenge

J.P. Morgan, the landlord of London's iconic Spitalfields Market, faced the challenge of enhancing the property experience for its office tenants, public guests, and on-site retailers in a post-pandemic world. The need to address health and safety concerns, provide information on COVID-19 safety measures, and create safer, more engaging experiences for tenants and visitors became paramount. The global landlord also aimed to re-open their office space and market post-lockdown, grant office occupiers access to the market, its traders, and deals, and elevate their sustainability initiatives. Furthermore, J.P. Morgan sought to reduce congestion and create more touchless experiences at the market, which sees nearly 300,000 people per week at peak times. The COVID-19 pandemic accelerated this need, prompting for more touchless ways of ordering, paying, and collecting food from the popular food trucks at Spitalfields Market.

The Solution

J.P. Morgan partnered with HqO to implement a public version of the Workplace Experience App at Spitalfields Market. The app was designed to keep people informed, connect them to the property in a safe way, and elevate its on-site retailers. After working closely with HqO’s tenant experience team, Spitalfields became the first building in the United Kingdom to provide order ahead capabilities to a public audience. In July 2020, J.P. Morgan launched the HqO Workplace Experience App exclusively for its office users to maximize engagement with Spitalfields tenants and to test drive the app. The following month, they successfully released the app to the general public with specific, retail-focused branding. Mobile ordering was put in place for a number of the food trucks on Lamb Street, allowing users to browse menus at leisure, avoid queues, pay via contactless methods such as Apple and Google Pay, and save time by receiving live order updates directly to their phones.

Operational Impact

The implementation of the HqO Workplace Experience App at Spitalfields Market has resulted in a number of operational benefits. The app has helped to promote the available stores while also encouraging visitors to engage with the retailers through exclusive in-app deals. It has also facilitated sustainable practices by offering a 10% discount from all participating street food vendors when users bring their own reusable containers. The app's transit screen integration allows for users to effectively plan their best route to and from the market by offering live local transport information, supporting the increased number of cyclist commuters in central London. The app also features a directory for users to browse the retail and food and beverage vendors available on-site, an events calendar to communicate and facilitate the booking of on-site events, and a platform for communicating key information such as COVID-safe information and re-opening details.

Quantitative Benefit

Three of the top five pieces of most engaged with content on the app include order ahead options.
Five of the top ten pieces of content on the app are food and beverage (F&B) offers.
Heavy user engagement with events information and COVID safety/re-opening information on the app.