ACCS 2012 Commuter Store Study

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1 ACCS 2012 Commuter Store Study June 2012 Prepared By 1

2 Study Background Objectives & Methodology 2

3 Study Background This research study is a component of the ACCS Research & Evaluation Plan The purposes of this study are the following: 1. To understand how The Commuter Store concept is currently performing. 2. To identify ways to improve the product and service delivery. 3. To measure the overall impact of ACCS investment in The Commuter Store. 4. To benchmark against 2007 and 2009 Commuter Store studies. 3

4 Study Objectives Profile current The Commuter Store users Identify what prompts store visit Assess the current customer experience and satisfaction with The Commuter Stores Identify store users needs for commuter information, fare media and trip planning assistance services Understand extent to which store is meeting consumer needs Find perceived opportunities and challenges with stores existing products/services Identify return on investment/impact/results Evaluate the impact of shifting the Ballston location from inside the mall to the outdoor kiosk 4

5 Methodology Intercept survey conducted at five stores Fieldwork conducted April 24, 2012 to May 1, 2012 Interceptors approached customers as they were leaving the store They were asked to complete a short, seven-question intercept survey Interceptors asked respondents to also take a 12- minute online survey $5 Starbucks gift card offered for completing the full survey Full survey was available in store at a web kiosk or computer and off-site Respondents who wanted to complete the full survey off-site were asked for their address 5

6 2012 Response Breakdown Store Intercept Survey Full Survey Ballston Crystal City Rosslyn* Shirlington* Mobile TOTAL *The sample size for Shirlington and Rosslyn are too small to make meaningful comparisons. They are included in all total numbers. 6

7 2009 Response Breakdown Store # Pre-questionnaires # Online Ballston Crystal City Rosslyn Shirlington 12 8 Mobile TOTAL 1,

8 Almost Three-Quarters Took the Full Survey in the Store 28% 72% In the Commuter Store Other location n = 284 Where are you taking this survey? 8

9 Who Are The Commuter Store Patrons? 9

10 Slightly More Men Than Women Took The Commuter Store Survey, but the Split Is Becoming More Equal 100% % % 40% 38% 45% 47% 62% 55% 53% 20% 2012 n = n = n = 525 Does not include those who preferred not to answer 0% C12. Are you Female 10 Male

11 The Number of Black Respondents Increased in This Study 100% 80% % 49% 44% 40% 33% 23% 20% 15% 12% 8% 6% 5% 5% 2012 n = n = 520 Does not include those who preferred not to answer 0% White, non- Hispanic Black Hispanic or Latino C10. Which one of the following best describes your racial background? 11 Asian Other

12 There Was a Large Increase in the Number of Black Respondents from the Ballston Location 100% 80% % Graph shows Ballston respondents only n = n = 141 Does not include those who preferred not to answer 40% 20% 0% 33% 22% White, non- Hispanic 17% Black 40% 35% F-C10. Which one of the following best describes your racial background? 12 25% Hispanic or Latino 8% Asian 11% 6% Other 2%

13 Crystal City Had the Greatest Percentage of White Respondents and Ballston Had the Most Black and Hispanic Respondents White Black Hispanic or Latino Asian Other 12% 9% 8% 6% 2% 9% 4% 4% 11% 7% 0% 4% 5% 2% 36% 22% 33% 36% 29% 30% 40% 25% 47% 54% 55% The Mobile Commuter Store Shirlington* Rosslyn* Crystal City Ballston *Please use caution when interpreting the Shirlington & Rosslyn results because of low sample sizes for these locations 0% 20% 40% 60% 80% 100% 2012 n = n = 548 C10. Which one of the following best describes your racial background? 13

14 Overall, 9% of Respondents Took the Intercept Survey in Spanish; Ballston had the Greatest Percentage of Respondents Choose the Spanish Option English Ballston 72% 28% Spanish Crystal City 100% Rosslyn 100% The Mobile Commuter Store 95% 5% Shirlington 83% 17% 0% 20% 40% 60% 80% 100% n = 553 Language by store location 14

15 The Income Level of Respondents Remained Stable 100% 80% % 40% 36% 35% 36% 36% 28% 29% 20% 2012 n = n = 548 Does not include those who preferred not to answer 0% Less than $60,000 $60,000 to $120,000 More than $120,000 C11. Which category best represents your household's total annual income? 15

16 Ballston Had the Largest Percentage of Respondents with Incomes of Less Than $60,000 per Year Less than $60,000 20% 19% 45% 41% 76% $60,000 to $120,000 More than $120,000 10% 14% 18% 23% 40% 36% 36% 45% 36% 40% The Mobile Commuter Store Shirlington Rosslyn Crystal City Ballston *Please use caution when interpreting the Shirlington & Rosslyn results because of low sample sizes for these locations 0% 20% 40% 60% 80% 100% 2012 n = n = 548 Does not include those who preferred not to answer C11. Which category best represents your household's total annual income? 16

17 The Age Distribution of The Commuter Store Customer Respondents Remained Relatively Stable 100% 80% % 53% 49% 50% 40% 31% 30% 32% 20% 0% 5% 11% 11% 11% 9% Millennials (1983 and later) Gen X ( ) Boomers ( ) 7% Silent (1945 and earlier) 2012 n = n = 548 C8. In what year were you born? 17

18 Similar to 2009, Almost 8 in10 Respondents Are Employed Full-Time 100% % 76% 78% % 40% 20% 0% Employed full-time (35 hours or more per week) 7% 6% Employed part-time (less than 35 hours per week) 13% 12% Not employed 1% 4% Other (includes students) 2012 n = n = 548 C3. What is your current employment status? 18

19 The Ballston Location Has More Customers Not Employed Full-Time 2012 n = n = 548 Employed full-time (35 hours or more per week) Employed part-time (less than 35 hours per week) Not employed Other (includes students) *Please use caution when interpreting the Shirlington & Rosslyn results because of low sample sizes for these locations 2% 4% 3% 6% 0% 4% 2% 6% 0% 2% C3. What is your current employment status? 14% 14% 18% 16% 19 22% 48% 86% 82% 78% 93% The Mobile Commuter Store Shirlington* Rosslyn* Crystal City Ballston 0% 20% 40% 60% 80% 100%

20 The Commuter Store Customers Live All Over the Region 20

21 Customers are Concentrated in Areas Close to Arlington County and the I-95 Corridor 21

22 64% of Respondents Who Live in Arlington Have Lived in There for More Than Five Years 100% 80% % 40% 41% 42% 44% 20% 15% 15% 20% 22% 27% 16% 22% 17% 20% 2007 n = 110 0% More than 10 years 6-10 years 2-5 years Less than 2 years 2009 n = n = 62 C2. How long have you lived in Arlington County? 22

23 The Commuter Store Customers Work Throughout the Metro DC Region 23

24 Customer Work Locations Are Concentrated in Arlington 24

25 1 Employers are increasing as a source for learning about The Commuter Store, yet few respondents know who operates The Commuter Store. 25

26 60% of Ballston respondents said they first heard about The Commuter Store by just passing by Employers Are Increasing as a Source for Learning About The Commuter Store 100% 80% % 40% 37% 37% 35% 20% 0% 7% 20% 14% 26% 24% 17% 12% 12% 12% 5% 5% 7% 3% 2% 1% 10% 6% 8% 2007 n = n = n = 284 A1. Where did you first hear about The Commuter Store? (Please choose only one) 26

27 Kiosks Had More Customers Who First Heard About The Commuter Store by Passing by Passing by 25% 60% Friend/Family/Co-Worker 18% 13% Advertisement 3% 6% Outdoor signage Employer 3% 5% 4% 27% Store Kiosk Website Brochure Other 2% 2% 1% 5% 4% 16% 0% 20% 40% 60% 80% 100% n = 284 A1. Where did you first hear about The Commuter Store? (Please choose only one) 27

28 Almost a Quarter of Respondents Recognize That The Commuter Store Is Operated by Arlington County, but Fewer Mention ACCS Arlington County Metro/Metro bus WAMATA Government Arlington Transit Maryland/MTA CommuterDirect Commuter Connections VRE The Commuter Store Private Virginia/VDOT ACCS/ATP Don't know Other 4% 4% 3% 3% 3% 2% 2% 1% 1% 1% 5% 22% 19% 11% 18% n = 284 0% 20% 40% 60% 80% 100% A2. To the best of your knowledge, what organization operates The Commuter Stores? 28

29 Respondents Are Most Familiar with WAMATA, VRE and Arlington Transit Metro/WAMATA 70% 13% 83% Virginia Railway Express (VRE) 44% 30% 74% Arlington Transit (ART) 28% 37% 65% CommuterDirect.com 34% 28% 62% Maryland Transit Administration (MTA)/MARC 25% 36% 61% Arlington County Commuter Services 29% 27% 56% CommuterPage.com 21% 34% 55% Commuter Connections 17% 36% 53% BikeArlington 7% 44% 51% Walk Arlington 7% 37% 44% Arlington's Car-Free Diet 4% 37% 41% Telework!VA 5% 28% 33% Have used in the past Have not used, but am aware 0% 20% 40% 60% 80% 100% n = 284 A14. Following is a list of commuter information and assistance services available in Arlington County. In the first column, check all the services or benefits that you have used. For those that you have not used, please indicate if you are aware of them or not. 29

30 Ballston Customers Were Most Familiar with ART Arlington Transit (ART) 67% 12% 79% Metro/WAMATA 56% 10% 66% Arlington County Commuter Services 41% 11% 52% BikeArlington 12% 37% 49% Virginia Railway Express (VRE) 15% 33% 48% Walk Arlington 16% 30% 46% Arlington's Car-Free Diet 8% 36% 44% CommuterPage.com 15% 27% 42% CommuterDirect.com 14% 26% 40% Maryland Transit Administration (MTA)/MARC 18% 22% 40% Commuter Connections 8% 30% 38% Telework!VA 8% 22% 30% Have used in the past Have not used, but am aware 0% 20% 40% 60% 80% 100% n = 73 A14. Following is a list of commuter information and assistance services available in Arlington County. In the first column, check all the services or benefits that you have used. For those that you have not used, please indicate if you are aware of them or not. 30

31 Crystal City Customers Were Familiar with Metro, VRE and CommuterDirect.com Metro/WAMATA 73% 17% 90% Virginia Railway Express (VRE) 67% 23% 90% CommuterDirect.com 45% 32% 77% Maryland Transit Administration (MTA)/MARC 21% 45% 66% Commuter Connections 27% 39% 66% CommuterPage.com 25% 39% 64% Arlington County Commuter Services 27% 34% 61% Arlington Transit (ART) 13% 48% 61% BikeArlington 2% 52% 54% Walk Arlington 1% 44% 45% Arlington's Car-Free Diet 2% 39% 41% Telework!VA 2% 38% 40% Have used in the past Have not used, but am aware 0% 20% 40% 60% 80% 100% n = 122 A14. Following is a list of commuter information and assistance services available in Arlington County. In the first column, check all the services or benefits that you have used. For those that you have not used, please indicate if you are aware of them or not. 31

32 Caution: Small Sample Size Rosslyn Customers Frequently Use Metro Metro/WAMATA 81% 8% 89% Virginia Railway Express (VRE) 27% 46% 73% Maryland Transit Administration (MTA)/MARC 27% 42% 69% CommuterDirect.com 35% 23% 58% Arlington Transit (ART) 19% 38% 57% Commuter Connections 16% 36% 52% CommuterPage.com 15% 35% 50% BikeArlington 12% 38% 50% Arlington's Car-Free Diet 8% 42% 50% Walk Arlington 12% 35% 47% Arlington County Commuter Services 15% 27% 42% Telework!VA 8% 23% 31% Have used in the past Have not used, but am aware 0% 20% 40% 60% 80% 100% n = 26 A14. Following is a list of commuter information and assistance services available in Arlington County. In the first column, check all the services or benefits that you have used. For those that you have not used, please indicate if you are aware of them or not. 32

33 Caution: Small Sample Size Shirlington Customers Were Not as Familiar with Online Services and Resources Metro/WAMATA 91% 9% 100% Arlington Transit (ART) 55% 45% 100% Virginia Railway Express (VRE) 9% 73% 82% BikeArlington 18% 55% 73% Arlington County Commuter Services 45% 27% 72% Maryland Transit Administration (MTA)/MARC 27% 36% 63% Walk Arlington 18% 36% 54% Commuter Connections 0% 45% 45% Arlington's Car-Free Diet 0% 45% 45% CommuterPage.com 0% 36% 36% CommuterDirect.com 0% 27% 27% Have used in the past Have not used, but am aware Telework!VA 0% 9% 9% 0% 20% 40% 60% 80% 100% n = 11 A14. Following is a list of commuter information and assistance services available in Arlington County. In the first column, check all the services or benefits that you have used. For those that you have not used, please indicate if you are aware of them or not. 33

34 Mobile Commuter Store Customers Are Most Familiar with Metro, VRE & MARC Metro/WAMATA 71% 14% 85% Virginia Railway Express (VRE) 47% 25% 72% Maryland Transit Administration (MTA)/MARC 41% 29% 70% CommuterDirect.com 45% 24% 69% Arlington County Commuter Services 22% 35% 57% CommuterPage.com 25% 31% 56% Commuter Connections 20% 33% 53% Arlington Transit (ART) 8% 41% 49% BikeArlington 6% 33% 39% Walk Arlington 4% 29% 33% Arlington's Car-Free Diet 4% 29% 33% Telework!VA 8% 22% 30% Have used in the past Have not used, but am aware 0% 20% 40% 60% 80% 100% n = 51 A14. Following is a list of commuter information and assistance services available in Arlington County. In the first column, check all the services or benefits that you have used. For those that you have not used, please indicate if you are aware of them or not. 34

35 Generational Differences in Service Awareness and Use Boomers are more likely to have used CommuterDirect.com than Millennials Millennials are more likely to have used both WalkArlington and BikeArlington Millennials are more likely to have used ART than other generational groups Millennials are more likely to have used Arlington s Car-Free Diet than other generational groups 35

36 Implication Continue to leverage relationships with employers, since they are a major (and growing) referral source. Determine if it is important that customers know who operates The Commuter Stores. 36

37 2 Most respondents came into The Commuter Store looking for tickets or fares. Fewer are searching for information. 37

38 8 Out of 10 Respondents Went to The Commuter Store to Purchase Tickets Needed a fare card, tokens, ticket or pass 81% Needed information 10% Needed a map/bus schedule/guide Looking for ways to make my commute better Just interested in seeing what it's about 5% 3% 2% Needed someplace to kill time 2% Other 5% n = 568 I-Q1. Why did you come into The Commuter Store today? 0% 20% 40% 60% 80% 100% 38

39 The Crystal City Store Is Least Likely to Have Customers Seeking Information n = 568 Needed a fare card, tokens, ticket or pass 74% 90% 81% 51% 82% Needed information Needed a map/bus schedule/guide Looking for ways to make my commute better 16% 5% 13% 11% 13% 10% 4% 3% 8% 3% 5% 1% 1% 3% 4% 1% 2% Just interested in seeing what it's about 1% 8% Ballston 1% 3% Crystal City 1% Needed someplace to kill time 0% Rosslyn 3% 1% Shirlington Other 1% 3% The Mobile Store 2% 35% 6% 0% 20% 40% 60% 80% 100% I-Q1. Why did you come into The Commuter Store today? 39

40 Most of the respondents that did not make a purchase said it was because they just needed information. A few did not know they could make purchases. 86% of the Respondents Made a Purchase While at The Commuter Store This Is Slightly More Than Previous Years 100% 80% 60% 80% 79% 16% of purchasers received a discounted fare for age or disability 86% 13% of purchasers received a discounted fare for age or disability 40% 20% 80% of eligible respondents knew they could receive a senior discount 0% n = 284 A8. Did you make a purchase during your most recent visit to The Commuter Store? 40

41 Arlington County Non-Residents Are More Likely to Make a Purchase When Visiting The Commuter Store Purchase 66% 92% SmarTrip Cards 24% 39% Other Metro fare card or pass VRE pass or tickets MARC pass or tickets 0% 2% 8% 10% 20% 42% Arlington County Residents Arlington County Non- Residents Train Link Card 0% 8% 0% 20% 40% 60% 80% 100% n = 284 A8. Did you make a purchase during your most recent visit to The Commuter Store? A9. What did you purchase? 41

42 Store Visitors Were More Likely to Make a Purchase Than Kiosk Visitors Purchase 76% 91% SmarTrip Cards 19% 49% Other Metro fare card or pass 7% 20% VRE pass or tickets MARC pass or tickets 0% 0% 12% 48% Store Kiosk Train Link Card 8% 2% Other 1% 8% 0% 20% 40% 60% 80% 100% n = 284 A8. Did you make a purchase during your most recent visit to The Commuter Store? A9. What did you purchase? 42

43 SmarTrip Cards and VRE Tickets Were Commonly Purchased VRE pass or tickets 34% SmarTrip card 27% Other Metro fare card or pass (rail or bus) MARC pass or tickets Train Link card (TLC) 8% 6% 11% ART tokens DASH monthly pass Other 1% 1% 3% 0% 20% 40% 60% 80% 100% n = 284 A9. What did you purchase? 43

44 Ballston Customers Frequently Purchased SmarTrip Cards or Other Metro Fares VRE pass or tickets 0% SmarTrip card 52% Other Metro fare card or pass (rail or bus) 21% MARC pass or tickets Train Link card (TLC) ART tokens DASH monthly pass 0% 3% 3% 0% Other 8% Graph shows Ballston respondents only. n = 73 0% 20% 40% 60% 80% 100% A9. What did you purchase? 44

45 Crystal City Customers Purchased VRE Passes Most Frequently VRE pass or tickets 60% SmarTrip card 16% Other Metro fare card or pass (rail or bus) MARC pass or tickets Train Link card (TLC) 7% 6% 8% ART tokens DASH monthly pass Other 0% 2% 1% Graph shows Crystal City respondents only. n = 122 0% 20% 40% 60% 80% 100% A9. What did you purchase? 45

46 Customers at The Mobile Commuter Store Frequently Purchase Commuter Train Tickets (Both VRE & MARC) VRE pass or tickets 41% SmarTrip card 18% Other Metro fare card or pass (rail or bus) 4% MARC pass or tickets 27% Train Link card (TLC) ART tokens DASH monthly pass 2% 0% 0% Graph shows Mobile Store respondents only. n = 51 Other 2% 0% 20% 40% 60% 80% 100% A9. What did you purchase? 46

47 100% Almost 4 out of 10 Picked up a Free Schedule During Their Trip Up Slightly from % 60% 40% 43% 35% 38% 20% 0% n = n = n = 284 A21. While in the store, did you pick up a free schedule or brochure? 47

48 Only 9% Said the Products or Services They Were Looking for Were Not Available Don't know 25% Yes 9% No 65% n = 284 A23. Were there any local travel information products or travel services that you need or want that were not offered at the Store? 48

49 This question was not asked in 2009 Everyone Who Asked for Assistance Was Able to Get the Information They Needed Yes, and he or she was able to find it for me 43% Yes, and he or she was able to print it for me 19% Yes, but he or she was not able to find or print it 0% No, I did not ask for assistance 38% 0% 20% 40% 60% 80% 100% n = 26 A25. Did you ask a staff member to help find the information you needed? 49

50 Implication There is an opportunity to further promote The Commuter Store s travel information services. 50

51 3 Many customers are new to The Commuter Store particularly the store in Ballston. 51

52 Almost 3 in 10 Respondents Said They Began Visiting The Commuter Store Within the Past Three Months Within the past 3 months 29% Between 3 and 6 months ago 7% Between 6 and 12 months ago 9% Between 1 and 4 years ago 32% Between 5 and 9 years ago 15% 10 or more years ago 6% Don't know/can't remember 2% 0% 20% 40% 60% 80% 100% n = 284 A7. When did you first visit The Commuter Store? 52

53 More Kiosk Respondents Said They Began Visiting The Commuter Store Within the Past Three Months Within the past 3 months 20% 50% Between 3 and 6 months ago 8% 6% Between 6 and 12 months ago 10% 6% Between 1 and 4 years ago Between 5 and 9 years ago 21% 17% 11% 37% Store Kiosk 10 or more years ago 6% 6% Don't know/can't remember 3% 0% 0% 20% 40% 60% 80% 100% n = 284 A7. When did you first visit The Commuter Store? 53

54 A Greater Portion of Ballston Respondents Began Using The Commuter Store in the Past Three Months Within the past 3 months Between 3 and 6 months ago Between 6 and 12 months ago Between 1 and 4 years ago Between 5 and 9 years ago 10 or more years ago Don't know/can't remember 13% 5% 7% 12% 7% 8% 14% 19% 11% 19% 14% 7% 7% 0% 0% 3% 4% 27% 29% 43% 51% Ballston Crystal City The Mobile Commuter Store 0% 20% 40% 60% 80% 100% n = 284 A7. When did you first visit The Commuter Store? 54

55 4 in 10 Arlington County Resident Respondents Are New to The Commuter Store Within the past 3 months 24% 48% Arlington County Resident Between 3 and 6 months ago 5% 7% Arlington County Non-Resident Between 6 and 12 months ago 8% 11% Between 1 and 4 years ago 20% 36% Between 5 and 9 years ago 10 or more years ago Don't know/can't remember 8% 8% 5% 0% 3% 17% 0% 20% 40% 60% 80% 100% n = 284 A7. When did you first visit The Commuter Store? 55

56 In the 2012 Study, More Respondents Said They Visit The Commuter Store Once a Month or More Than in the 2007 or 2009 Studies 100% 80% % 55% 40% 47% 42% 20% 0% 12% 21% 20% Once a week or more 18% 16% 12% One to three times per month Once a month 16% 13% 7% A few times a year 2% 3% 2% Once a year 5% 4% 4% Almost never n = 486 I-Q6. How often do you visit this and/or any other Commuter Store in Arlington County (i.e., the Ballston, Rosslyn, Crystal City, Shirlington and Mobile Commuter Stores)? 56

57 Ballston Has More Weekly Customers, While Crystal City and The Mobile Store Have More Monthly Customers Once a week or more 4% 7% 4% 51% 74% One to three times per month 6% 8% 6% 6% 28% Once a month 8% 16% 55% 80% 83% A few times a year 5% 5% 3% 2% 17% 0% 20% 40% 60% 80% 100% Ballston Crystal City Rosslyn Shirlington The Mobile Commuter Store n = 486 I-Q6. How often do you visit this and/or any other Commuter Store in Arlington County (i.e., the Ballston, Rosslyn, Crystal City, Shirlington and Mobile Commuter Stores)? 57

58 Over Three-Quarters of Respondents Choose Convenient Locations Those Close to Home or Work Near my work 63% Near my home 15% Past experience 7% Only one I know of 5% Referred by friend/family/co-worker 5% Referred by employer 2% Other/Don't know 10% 0% 20% 40% 60% 80% 100% n = 284 A3. What made you select this particular store? 58

59 Boomers and Gen Xers Are More Likely to Choose Locations Close to Work 26% Near my work 70% 66% 47% 32% Near my home 9% 16% 25% 11% Past experience 9% 4% 3% 16% Only one I know of 3% 6% 3% Silent 11% Referred by friend/family/co-worker 4% 3% Boomers 12% 11% Gen X Referred by employer 0% 3% Millennials 0% 11% Other/Don't know 7% 11% 17% 0% 20% 40% 60% 80% 100% n = 284 A3. What made you select this particular store? 59

60 Almost Half of Respondents Had Not Been to Another Store Location 15% Were New to The Commuter Store First Visit 15% Visited only this Store 47% Visited this and other Stores 36% Visited only other Stores before 1% n = 559 0% 20% 40% 60% 80% 100% I-Q5. Is this your first visit to any Commuter Store? 60

61 First Time Visitors Come in for Different Reasons Than Repeat Customers Just interested in seeing what it's about 36% 64% Looking for ways to make my commute better Needed someplace to kill time 47% 53% 50% 50% Repeat Customer (Any location) First Visit Needed information Needed map/bus schedule/guide 35% 33% 66% 67% Needed a fare card, tokens, ticket or pass Other 11% 12% 89% 88% 0% 20% 40% 60% 80% 100% n = 559 I-Q5. Is this your first visit to any Commuter Store? i-q1. Why did you come into The Commuter Store today? 61

62 Customers Go to Kiosks for Information, Schedules and Commute Assistance Needed a fare card, tokens, ticket or pass 70% 86% Needed information 8% 17% Needed map/bus schedule/guide 4% 15% Store Kiosk Looking for ways to make my commute better 1% 9% Needed someplace to kill time Just interested in seeing what it's about Other 2% 4% 2% 2% 4% 2% 0% 20% 40% 60% 80% 100% n = 559 i-q1. Why did you come into The Commuter Store today? 62

63 The 2012 Study Captured More Respondents Who Visit Multiple Stores 100% 80% % 60% 49% 47% 40% 36% 20% 15% 23% 15% 22% 26% 2007 n = n = n = 559 0% First visit Visited only this Store I-Q5. Is this your first visit to any Commuter Store? 63 Visited this and other Stores 0% 2% 1% Visited only other Stores before

64 Crystal City Respondents Were the Most Likely to Report Visiting Only That Store First visit 7% 23% 18% 17% 23% Visited only this Store 5% 34% 58% 58% 71% Visited this and other Stores 21% 23% 19% 43% 72% Visited only other Stores 1% 1% 1% 0% 6% 0% 20% 40% 60% 80% 100% n = 559 Ballston Crystal City Rosslyn Shirlington The Mobile Commuter Store I-Q5. Is this your first visit to any Commuter Store? 64

65 Implication Almost a third of customers are new, and they may not be aware of all the information and services available at The Commuter Store. Focus on promoting services to these new customers. 65

66 4 The Commuter Store received very high satisfaction ratings. 66

67 84% of Respondents Rate Their Experience at The Commuter Store a 9 or 10 Excellent % 69% 84% 8 7% 7 3% 6 2% 5 2% 4 1% 3 1% 2 1 Poor 0 0% 20% 40% 60% 80% 100% n = 563 I-Q3. How would you rate your overall experience on today's trip to The Commuter Store? 67

68 The Commuter Store Continues to Have High Customer Experience Ratings 100% 90% 91% 80% 60% 10 - Excellent 67% 10 - Excellent 69% 40% 20% 9-12% 9-15% 0% 8-11% 8-7% n = n =

69 Crystal City & Rosslyn Respondents Gave the Highest Experience Ratings, but All Locations Did Well Ballston 14% 18% 54% 86% Crystal City 5% 18% 73% 96% Rosslyn 3% 6% 86% 95% Shirlington 8% 11% 70% 89% The Mobile Commuter Store Certain to Return 6% 11% 72% 89% 0% 20% 40% 60% 80% 100% n = 563 I-Q3. How would you rate your overall experience on today's trip to The Commuter Store? 69

70 Percentage of respondents giving a rating of 8,9 or 10. Please Note: Shirlington was not part of the 2009 study. Customer Experience Ratings Are Stable and Remain High for All Locations 100% % % 88% % % % 100% % 80% 60% 40% 20% n = 563 0% Ballston Crystal City Rosslyn The Mobile Commuter Store I-Q3. How would you rate your overall experience on today's trip to The Commuter Store? 70

71 Percentage of respondents giving a rating of 8,9 or 10. Store Customers Gave Higher Satisfaction Ratings to The Commuter Store 100% 95% 85% 80% 60% 40% 20% 0% Store Kiosk n = 284 I-Q3. How would you rate your overall experience on today's trip to The Commuter Store? 71

72 More Than 8 out of 10 Respondents Are Certain to Return Certain to return % 73% 83% 8 5% 7 2% 6 2% 5 4% Not at all likely to return 0 Dont know 2% 0% 20% 40% 60% 80% 100% n = 284 A5. How likely are you to visit a Commuter Store in the future? 72

73 *Please use caution when interpreting the Shirlington & Rosslyn results because of low sample sizes for these locations Crystal City & Shirlington* Respondents Were the Most Likely to Say They Were Certain to Return Ballston 7% 5% 67% 79% Crystal City 4% 11% 80% 95% Rosslyn* 11% 11% 63% 85% Shirlington* 9% 18% 73% 100% The Mobile Commuter Store Certain to Return 2% 10% 69% 81% 0% 20% 40% 60% 80% 100% n = 284 A5. How likely are you to visit a Commuter Store in the future? 73

74 Percentage of respondents giving a rating of 8,9 or % 80% Kiosk Customers Reported Being Slightly Less Likely to Return to The Commuter Store 91% 82% 60% 40% 20% 0% Store Kiosk n = 284 A5. How likely are you to visit a Commuter Store in the future? 74

75 Implication Celebrate and share your high satisfaction ratings! 75

76 5 Overall, The Commuter Store has a very high Net Promoter Score of 72%. 76

77 78% of Respondents Are Likely to Recommend The Commuter Stores Not at all likely % 0% 0% 1% 0% 2% 3% 4% 8 9% 9 Extremely likely 10 13% 65% 78% 0% 20% 40% 60% 80% 100% n = 284 A4. How likely would you be to recommend The Commuter Store to someone who needs information or products related to traveling around Arlington County? 77

78 The Net Promoter Score Subtracts Detractors from Promoters 0 - Not at all likely Extremely likely 0% 0% 0% 1% 0% 2% 3% 4% 9% 13% 65% Detractors Passives Promoters 0% 20% 40% 60% 80% 100% A4. How likely would you be to recommend The Commuter Store to someone who needs information or products related to traveling around Arlington County? 78

79 The Commuter Store has a Net Promoter Score of 72% Percentage of Promoters (Rating 9 or 10) Percentage of Detractors (Rating 0 to 6) 78% - 6% Net Promoter Score 72% The 2009 Net Promoter Score was 79% 79

80 *Please use caution when interpreting the Shirlington & Rosslyn results because of low sample sizes for these locations Crystal City & Shirlington* Respondents Are the Most Likely to Say They Will Recommend The Commute Store Ballston 12% 57% 69% Crystal City 14% 70% 84% Rosslyn* 11% 63% 74% Shirlington* 27% 55% 82% The Mobile Commuter Store 12% 69% 81% Extremely Likely 0% 20% 40% 60% 80% 100% n = 284 A5. How likely are you to visit a Commuter Store in the future? 80

81 Net Promoter Scores Vary Slightly by Location, but Are High Across the Board % of Promoters (-) % of Detractors Ballston Crystal City Rosslyn Shirlington The Mobile Commuter Store 69% 84% 74% 82% 81% 12% 4% 8% 0% 10% NPS 57% 80% 66% 82% 71% 81

82 Arlington County Commuter Services Has High Net Promoter Scores Net Promoter Score The Commuter Store TM 72% 2007 ATP Services 61%* 2007 CommuterDirect.com (Individuals) 82%* 2007 CommuterDirect.com (Corporate) 96%* 2011 BikeArlington 58%* 2011 WalkArlington 49%* 2008 ART 84%* *Note: Net Promoter Score for these studies was calculated using a 5-point scale. Beginning with the 2009 Commuter Store Study, this is being updated to the appropriate 11-point scale. Score differences between the scales are minor. 82

83 Implication Leverage promoters to spread the word about The Commuter Store. 83

84 6 Overall, customers are very happy with the shopping experience, but a third would like to see extended hours particularly at the Mobile Store. 84

85 * These questions were not asked of shoppers at the Ballston or Shirlington locations The Commuter Stores Scored High on All Aspects of the Store Experience It's easy to find my way around in the store* The sound level is about right* 14% 24% 76% 62% 90% 86% Strongly agree This store is easy to find 17% 68% 85% The location of the store is convenient to my work or home 13% 72% 85% The lighting is about right* 29% 55% 84% It is a pleasant location in which to shop 18% 65% 83% The store hours are convenient for my schedule 18% 60% 78% 0% 20% 40% 60% 80% 100% n = 284 A15. To what extent do you agree with the following statements regarding this particular Commuter Store? 85

86 Customers Said Lots of Great Things About Their Experiences at The Commuter Store I enjoyed my trip to the Commuter Store. It was swift and I did not have to wait. (Crystal City Store) I don't usually pass by around here, but now that I'm aware of the commuter stores I'll make sure to pass by and inquire about the products and services. I'll start commuting from Leesburg to Arlington so I need to start preparing. (Shirlington Store) Please have a day in NW Washington DC by the Court House or Judiciary Square Metro Station. (Mobile Store) Employees were friendly and helpful. (Rosslyn Store) The people I have dealt with by phone and in person have always been VERY polite and VERY helpful every time. Very professional staff everywhere. (Ballston Store) 86

87 Respondents Rated Ballston Highest in Terms of Being an Easy to Find Location This store is easy to find 12% 81% 93% The store hours are convenient for my schedule 18% 71% 89% The location of the store is convenient to my work or home 11% 77% 88% 4 It is a pleasant location in which to shop 11% 67% 78% 5 - Strongly agree 0% 20% 40% 60% 80% 100% n = 73 A15. To what extent do you agree with the following statements regarding this particular Commuter Store? 87

88 Crystal City Shoppers Rate This Location Highly on All Elements, Particularly Finding Their Way Around in the Store It's easy to find my way around in the store* 18% 77% 95% It is a pleasant location in which to shop 26% 66% 92% The sound level is about right* 29% 62% 91% The location of the store is convenient to my work or home 17% 71% 88% This store is easy to find 24% 61% 85% The lighting is about right* 31% 52% 83% 4 The store hours are convenient for my schedule 21% 60% 81% 5 - Strongly agree 0% 20% 40% 60% 80% 100% n = 122 A15. To what extent do you agree with the following statements regarding this particular Commuter Store? 88

89 All Rosslyn Respondents Say the Location Is Convenient to Their Home or Work The location of the store is convenient to my work or home It's easy to find my way around in the store* The sound level is about right* The lighting is about right* This store is easy to find It is a pleasant location in which to shop The store hours are convenient for my schedule n = Strongly agree Actual numbers shown due to small sample size A15. To what extent do you agree with the following statements regarding this particular Commuter Store? 89

90 Just Over Half of Shirlington Customers Rated It High on All Aspects of the Shopping Experience 4 The location of the store is convenient to my work or home Strongly agree This store is easy to find It is a pleasant location in which to shop The store hours are convenient for my schedule n = 11 Actual numbers shown due to small sample size A15. To what extent do you agree with the following statements regarding this particular Commuter Store? 90

91 Customers at The Mobile Commuter Store Are Satisfied with the Shopping Experience, but Would Like More Convenient Hours This store is easy to find The location of the store is convenient to my work or home 16% 10% 71% 71% 81% 87% Strongly agree The lighting is about right* 24% 57% 81% It is a pleasant location in which to shop 14% 65% 79% It's easy to find my way around in the store* 4% 73% 77% The sound level is about right* 18% 57% 75% The store hours are convenient for my schedule 12% 53% 65% 0% 20% 40% 60% 80% 100% n = 51 A15. To what extent do you agree with the following statements regarding this particular Commuter Store? 91

92 Bars show the percentage rating the item a 4 or 5 on a 5- point scale. Stores Are a More Pleasant Location to Shop, but Kiosks Have More Convenient Hours It is a pleasant location in which to shop 75% 87% The location of the store is convenient to my work or home 86% 83% This store is easy to find 85% 88% The store hours are convenient for my schedule Store Kiosk 76% 85% 0% 20% 40% 60% 80% 100% n = 284 A15. To what extent do you agree with the following statements regarding this particular Commuter Store? 92

93 About a quarter of nonresidents said they would like the Stores to open earlier. Most respondents who gave a time said 7 a.m. or 8 a.m. Almost Two-Thirds of Respondents Feel the Current Store Hours Are Fine, Yet a Third Would Like to See Changes The current store hours are fine The stores should open earlier in the morning 22% 63% The stores should stay open later in the evening 13% The stores need more weekend hours 13% 0% 20% 40% 60% 80% 100% n = 284 A19. Which of the following describes how you feel about the hours of the Commuter Store? 93

94 Implication Overall, customers are happy with the shopping experience, but you may want to experiment with hours, especially at The Mobile Store. 94

95 7 The Commuter Store staff receive very high ratings in terms of knowledge, helpfulness and professionalism. 95

96 Store Staff Was Rated Highly The staff is helpful 20% 67% 87% The staff is knowledgeable about products and information provided 19% 68% 87% The staff is professional 20% 65% 85% Strongly agree 0% 20% 40% 60% 80% 100% n = 284 A26. Next, think about the customer service in the Store. How strongly do you agree with the following statements regarding the staff in this particular Commuter Store? 96

97 Over Three-Quarters of Respondents Found the Ballston Staff Helpful, Knowledgeable and Professional The staff is helpful 19% 59% 78% The staff is knowledgeable about products and information provided 26% 56% 82% The staff is professional 23% 53% 76% Graph shows Ballston respondents only. n = Strongly agree 0% 20% 40% 60% 80% 100% A26. Next, think about the customer service in the Store. How strongly do you agree with the following statements regarding the staff in this particular Commuter Store? 97

98 Some Comments About Ballston Staff The staff that I deal with name is Darlene and she is very professional. Just tell the Ballston staff to keep up the good work. Again, the professional way the staff handled all my problems was very appreciated. 98

99 9 in 10 Crystal City Respondents Rated Staff Very Highly The staff is helpful 23% 68% 91% The staff is knowledgeable about products and information provided 17% 72% 89% The staff is professional 23% 66% 89% Graph shows Crystal City respondents only. n = Strongly agree 0% 20% 40% 60% 80% 100% A26. Next, think about the customer service in the Store. How strongly do you agree with the following statements regarding the staff in this particular Commuter Store? 99

100 Comments About the Crystal City Staff The ladies who work in the Arlington location are very personable and always helpful and sociable/polite. Kudos to them! Staff is always pleasant and helpful! If they don't have what I need they print it and in the past they have called other stores to get the facts. Iris and the other Lady have always tried to assist me in every way they know how. Really helpful when everyone had to switch from paper to electronic vouchers. 100

101 Almost All Customers at the Rosslyn Location Rated the Staff Highly on All Dimensions The staff is helpful The staff is knowledgeable about products and information provided The staff is professional Graph shows Rosslyn respondents only. n = 26 Actual numbers shown due to small sample size Strongly agree A26. Next, think about the customer service in the Store. How strongly do you agree with the following statements regarding the staff in this particular Commuter Store? 101

102 Comments About the Rosslyn Location Excellent service. The staff are able to explain the complicated system and help resolve payment issues. The Commuter Store in Rosslyn is a perfect

103 The Shirlington Location Scored High Across All Dimensions The staff is helpful The staff is knowledgeable about products and information provided The staff is professional Graph shows Shirlington respondents only. n = 11 Actual numbers shown due to small sample size Strongly agree A26. Next, think about the customer service in the Store. How strongly do you agree with the following statements regarding the staff in this particular Commuter Store? 103

104 89% of Respondents at The Mobile Commuter Store Say the Staff Was Helpful The staff is helpful 14% 75% 89% The staff is knowledgeable about products and information provided 14% 73% 87% The staff is professional 14% 69% 83% Graph shows Mobile Commuter Store respondents only. n = Strongly agree 0% 20% 40% 60% 80% 100% A26. Next, think about the customer service in the Store. How strongly do you agree with the following statements regarding the staff in this particular Commuter Store? 104

105 Bars show the percentage rating the item a 4 or 5 on a 5-point scale. While Overall Staff Ratings Are High, They Are Higher at Store Locations The staff is helpful 77% 90% The staff is knowledgeable about products and information provided 81% 89% Store Kiosk The staff is professional 76% 88% 0% 20% 40% 60% 80% 100% n = 284 A26. Next, think about the customer service in the Store. How strongly do you agree with the following statements regarding the staff in this particular Commuter Store? 105

106 Implication Congratulate your staff! They received very high scores for their service. 106

107 8 Slightly more than half of respondents say that they made some sort of change after starting to use The Commuter Store. And many say that information, services or benefits they received from The Commuter Store helped in that change. 107

108 Overall, Many Respondents Said They Made a Change to How They Get Around Arlington and Metro DC Since Using The Commuter Store Started riding train or ride train more often 27% Started riding bus or ride bus more often 19% Started walking to destinations or walk to destinations more often Started carpooling or carpool more often Started bicycling to destinations or bicycle to destinations more often Other 4% 1% 1% 1% 54% No, I did not make any changes 46% 0% 20% 40% 60% 80% 100% n = 568 I-Q7. Since you first started going to The Commuter Store, have you made any of the following changes in how you get around Arlington County and the Washington metropolitan region? 108

109 Travel Changes Vary by Store Location Started riding train or ride train more often Started riding bus or ride bus more often Started walking to destinations or walk to destinations more often Started carpooling or carpool more often Started bicycling to destinations or bicycle to destinations more often Other No, I did not make any changes 5% 5% 8% 1% 1% 5% 2% 8% 6% 0% 1% 2% 3% 1% 0% 1% 0% 3% 0% 1% 1% 2% 0% 1% 16% 16% 13% 20% 30% 43% 44% 41% 49% 55% 64% Ballston Crystal City Rosslyn Shirlington The Mobile Commuter Store 0% 20% 40% 60% 80% 100% n = 568 I-Q7. Since you first started going to The Commuter Store, have you made any of the following changes in how you get around Arlington County and the Washington metropolitan region? 109

110 Work Travel 110

111 More Respondents Reported Using Commuter Train to Get to Work** Than in 2009 Drive Alone and Metrorail Use Decreased 100% 80% % 59% 40% 41% 20% 0% 9% 22% 21% 15% 15% 5% 2% 1% 1% 2% 6% 3% 2009 n = n = 239 **Please note: The greatest number of respondents came from the Crystal City location, and this impacts mode choice. C4. What type of transportation do you typically use to get to work? 111

112 Primary Mode Varies Based on Store Location, but Ballston Has the Highest Drive Alone Rate at 9% Metrorail Commuter train (MARC, VRE, Amtrak) Bus Drive alone Carpool (ride with co-workers, friends or family members) Bicycle (most of the trip from home to work) Other 13% 7% 7% 3% 2% 9% 3% 0% 0% 1% 0% 2% 1% 2% 4% 2% 3% 29% 77% 86% 49% Ballston Crystal City The Mobile Commuter Store n = 239 0% 20% 40% 60% 80% 100% C4. What type of transportation do you typically use to get to work? 112

113 Looking at Secondary Modes to Work, Metrorail, Drive Alone and Bus Are the Most Common Modes Used 100% 80% % 52% 48% 40% 30% 23% 25% 22% 20% 11% 7% 6% 7% 8% 8% 6% 5% 6% 3% 0% 2009 n = n = 284 C5. Do you ever use any of the following other types of transportation to get to work? 113

114 Thinking About Travel to Work, Respondents Who Made a Change Said They Started Riding the Train or Bus or They Ride It More Often Started riding train to work Ride train to work more often Started riding bus to work Ride bus to work more often Started riding bicycle to work Ride bicycle to work more often Started walking to work Walk to work more often Started teleworking Telework more often Other (please specify) No, I did not make any of these changes 13% 17% 7% 9% 1% 1% 2% 2% 3% 2% 3% 43% 43% of respondents made at least one change 0% 20% 40% 60% 80% 100% n = 284 B1. Since you first started going to The Commuter Store, have you made any of the following changes in how you travel to work? 114

115 Over One-Third of Respondents Said The Commuter Store Helped Them to Make a Change to Their Work Travel Don't know 10% Yes 36% No 54% n = 117 B3. Did any information, service or benefit you received from The Commuter Store influence you or assist you to make this change? 115

116 Common reasons for making a change include high cost of gas and parking, convenience and job changes 4 out of 10 Respondents Who Changed Modes Shifted from Driving Alone Drove alone all or most days 40% Rode a train or bus all or most days 37% Carpooled or vanpooled all or most days Walked all or most days 3% 7% Teleworked all or most days 2% Didn't work then 5% Other 7% n = 117 0% 20% 40% 60% 80% 100% B5. How did you typically travel to work before you made this change? 116

117 Non-Work Travel 117

118 Thinking About Non-Work Travel, Most Respondents Who Made a Change Say They Started Riding the Train or Bus or They Ride It More Often Started riding train 8% Ride train more often 15% Started riding bus 8% Ride bus more often Started riding bicycle to destinations Ride bicycle to destinations more often 2% 1% 13% 38% of respondents made at least one change Started walking to destinations 3% Walk to destinations more often 4% Other 1% No, I did not make any of these changes 56% n = 284 0% 20% 40% 60% 80% 100% B6. Since you first started going to The Commuter Store, have you made any of the following changes in how you make non-work trips around Arlington or around the Washington metropolitan region? 118

119 4 out of 10 Respondents Who Shifted Their Non-Work Travel Mode Say The Commuter Store Helped with the Change Don't know or don't remember 22% Yes 40% No 39% n = 106 B8. Did any information, service or benefit you received from The Commuter Store influence you or assist you to make this change? 119

120 Implication Continue the great work! Respondents tell us you are helping them to reduce SOV trips. 120

121 9 Most Ballston respondents say the new location is better than the previous one, and you are getting new customers. 121

122 About Two-Thirds of Respondents at the Ballston Location Had Visited the Store When It Was in the Mall No 36% Yes 64% n = 73 A17. Did you ever visit the Ballston Commuter Store when it was in the mall? 122

123 Overall, the Majority of Ballston Shoppers Feel the New Location Is Convenient and Provides a Better Shopping Experience The convenience of the location 13% 62% 75% 4 Overall shopping experience 23% 47% 70% 5 - The new location is far superior Obtaining the items I need (e.g., Passes, schedules, etc.) 19% 47% 66% 0% 20% 40% 60% 80% 100% n = 47 A18. Please rate the new store compared to the old store on the following factors 123

124 Fewer Than 2 in 10 Respondents Rate the New Location Far Worse on Any Element The convenience of the location 9% 6% 15% Overall shopping experience 11% 6% 17% 1 - Far worse 2 Obtaining the items I need (e.g., Passes, schedules, etc.) 4% 6% 10% 0% 20% 40% 60% 80% 100% n = 47 A18. Please rate the new store compared to the old store on the following factors 124

125 Implication Consider the move to the Ballston kiosk location a success! 125

126 10 Four in ten respondents only buy tickets from The Commuter Store and 15% only get information at The Commuter Store. 126

127 4 in 10 Respondents Only Use The Commuter Store for Ticket Purchases I do not typically purchase transit passes, tokens or tickets I only purchase transit passes, tokens or tickets through The Commuter Store Online at WMATA.com At a VRE ticket kiosk Online at CommuterDirect.com Through another source At the VRE sales office Through my employer Online through another website With an agent at an Amtrak ticket counter At an Amtrak Quick-Trak kiosk Don't know 7% 6% 5% 5% 2% 2% 1% 1% 1% 6% 26% 44% 0% 20% 40% 60% 80% 100% n = 284 A12. Do you typically purchase transit passes, tokens or tickets through any sources other than The Commuter Store? 127

128 Customers Who Come in for Reasons Other Than to Purchase Tickets Offer an Opportunity to Create Regular Customers I do not typically purchase transit passes, tokens or tickets I only purchase transit passes, tokens or tickets through The Commuter Store Online at WMATA.com At a VRE ticket kiosk Online at CommuterDirect.com Through another source At the VRE sales office Through my employer Online through another website With an agent at an Amtrak ticket counter At an Amtrak Quick-Trak kiosk Don't know 22% 28% 21% 6% 10% 7% 5% 3% 10% 2% 8% 3% 0% 2% 3% 0% 5% 1% 3% 1% 0% 3% 15% 54% Purchase Intent Other Intent 0% 20% 40% 60% 80% 100% n = 284 A12. Do you typically purchase transit passes, tokens or tickets through any sources other than The Commuter Store? 128

129 Only 15% of Respondents Exclusively Use The Commuter Store for Travel Information I don't typically look for local travel information Online at WMATA.com I only use The Commuter Store for local travel information Online at VRE.org Online at CommuterDirect.com Online through another website Online at mta.maryland.gov At a train station or bus stop Friends, family or co-workers (referral) Online at CommuterPage.com Another source Through my employer Don't know 31% 26% 15% 12% 8% 8% 6% 5% 4% 3% 3% 2% 4% n = 284 A13. Do you typically look for local travel information through any sources other than The Commuter Store? 129 0% 20% 40% 60% 80% 100%

130 Customers Who Come to The Commuter Store for Information Tend to Also Get Local Travel Information from Live Sources, Such as Friends and Family I don't typically look for local travel information Online at WMATA.com I only use The Commuter Store for local travel information Online at VRE.org Online at CommuterDirect.com Online through another website Online at mta.maryland.gov At a train station or bus stop Friends, family or co-workers (referral) Online at CommuterPage.com Another source Through my employer 32% 30% 23% 28% 0% 16% 14% 14% 9% 9% 9% 9% 5% 5% 14% 4% 23% 2% 5% 2% 9% 3% 0% 2% Information Intent Other Intent 0% 20% 40% 60% 80% 100% n = 284 A12. Do you typically purchase transit passes, tokens or tickets through any sources other than The Commuter Store? 130

131 Implication Customers get tickets and information from a variety of sources, but those who come in for tickets are very loyal and this should be leveraged. 131

132 Summary of Implications 132

133 Continue to leverage relationships with employers since they are a major (and growing) referral source. Determine if it is important that customers know who operates The Commuter Stores. There is an opportunity to further promote The Commuter Store s travel information services. Almost a third of customers are new, and they may not be aware of all the information and services available at The Commuter Store. Focus on promoting services to these new customers. Celebrate and share your high satisfaction ratings! Leverage promoters to spread the word about The Commuter Store. 133