NYC Subways Add Amazon Holiday Shopping On Platform Kiosks

On The Go (OTG) kiosks featuring the Amazon Holiday Gift Guides, at the 14 St-Union Sq station on Mon., November 30, 2015. Photo: Marc A. Hermann / MTA New York City Transit

On The Go (OTG) kiosks featuring the Amazon Holiday Gift Guides, at the 14 St-Union Sq station on Mon., November 30, 2015.
Photo: Marc A. Hermann / MTA New York City Transit

New York subway riders can kill time waiting for trains this soliday season by stepping up to one of the Interactive Shopping Experience Brings Future of Retail to NYC Subways

Riders can shop for gifts while waiting for trains via MTA On The Go kiosks by stepping up to one of the NYC Metropolitan Transportation Authority On The Go kiosks and poking around an interactive holiday guide tied into Amazon.com.

The 100+ kiosks on the system are running a guide that features 1,000s ing thousands of curated products. The holiday gift guide sorts in real-time based on popularity across the nearly 100 kiosks citywide, which are operated by the technology and media company Intersection.

On The Go (OTG) kiosks featuring the Amazon Holiday Gift Guides, at the 14 St-Union Sq station on Mon., November 30, 2015. Photo: Marc A. Hermann / MTA New York City Transit

On The Go (OTG) kiosks featuring the Amazon Holiday Gift Guides, at the 14 St-Union Sq station on Mon., November 30, 2015.
Photo: Marc A. Hermann / MTA New York City Transit

Says a press release from the MTA:

With mobile shopping moments poised to overtake Black Friday-like marathons this holiday season, the On The Go shopping experience enables millions of daily riders to seamlessly browse, shop and purchase products on the kiosk display and push selected products to their phones via text message or email to complete the purchase. More than half of holiday shoppers plan to shop on their smartphones throughout the day while walking or commuting, and over 40% are likely to use their phones to pay for products, according to a recent Google shopper survey.

“For today’s urban consumers, shopping no longer means day-long marathons like Black Friday or Cyber Monday. It happens at hundreds of moments throughout the day,” says Damian Gutierrez of Intersection. “This campaign brings holiday shopping directly to consumers where they actually are, enabling a seamless experience from research and discovery all the way through to purchase.”

This is the second year for the campaign, which this year is expected to reach more than 2.2 million riders per day in 15 stations, including major hubs like Grand Central Station, Union Square and Brooklyn’s Atlantic Terminal/Barclays Center.

On The Go (OTG) kiosks featuring the Amazon Holiday Gift Guides, at the 14 St-Union Sq station on Mon., November 30, 2015. Photo: Marc A. Hermann / MTA New York City Transit

On The Go (OTG) kiosks featuring the Amazon Holiday Gift Guides, at the 14 St-Union Sq station on Mon., November 30, 2015.
Photo: Marc A. Hermann / MTA New York City Transit

“This campaign’s use of our On The Go network is a great example of innovative, interactive digital advertising and exactly what we hoped to see as we began the deployment of kiosks in subway stations across the city,” says Paul Fleuranges, Vice President of Corporate Communications at NYC Transit. “It is yet more proof of the power digital-placed based networks have in helping brands reach the consumer on the go throughout their daily journey.”

The campaign would be among the largest done on interactive storefronts (which tend more to be one-offs in malls and flagship store windows), and it is the first time a brand has taken over Intersection’s entire On The Go advertising program, as well as the first fully interactive ad program on the kiosks.

The shop runs through December 23, the last day consumers can buy online for delivery by Christmas.

The kiosks are part of a public-private partnership with the MTA – built to deliver relevant information on the largest public transit system in the Americas. Intersection’s kiosks, says the press release, provide countdown to arrival, one-touch visual directions based on real-time train status, and neighborhood maps — all paid for by dynamic, contextually relevant advertising. While most digital display kiosks offer only traditional DOOH, Intersection’s feature programmatic, TV/video and transactional advertising.

On The Go (OTG) kiosks featuring the Amazon Holiday Gift Guides, at the 14 St-Union Sq station on Mon., November 30, 2015. Photo: Marc A. Hermann / MTA New York City Transit

On The Go (OTG) kiosks featuring the Amazon Holiday Gift Guides, at the 14 St-Union Sq station on Mon., November 30, 2015.
Photo: Marc A. Hermann / MTA New York City Transit

Dave Haynes

Dave Haynes

Editor/Founder at Sixteen:Nine
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than a decade. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He's based near Toronto.
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