This report explores the proposal – Bicester Elite Express, a luxury train service aimed at enhancing travel to Bicester Village, a premium shopping destination. Acting as a Junior Consultant for Boston Consulting Group, the analysis focuses on Bicester Village’s brand positioning and market trends, utilizing both primary and secondary research. The report examines emerging luxury consumer behavior and identifies key market opportunities. It concludes with strategic recommendations for the Bicester Elite Express, addressing potential barriers and offering solutions to ensure the project’s success.

SKILLS APPLIED:
Market analysis, Consumer behaviour analysis, Problem-solving and Opportunity Identification, Data-driven decision-making, Strategic recommendations development.

Duration:
October 2023 – December 2023

Objective:
The objective was to develop a new innovation for Bicester Village that aligns with the current dynamic retail landscape and the ‘new normal’ post-COVID-19 pandemic. My personal idea, the Bicester Elite Express, aimed to enhance customer engagement and elevate the overall shopping experience by offering a luxury train service that integrates seamlessly with Bicester Village’s premium brand image.

Project Type:
Individual project

Challenges Faced:

• Adapting to post-pandemic luxury consumer behaviour: The pandemic significantly reshaped luxury consumer priorities, with increased focus on safety, convenience, and exclusive experiences. Understanding these shifts and their implications for a premium transportation service required detailed research.
• Balancing luxury with operational scalability: Creating a high-end, exclusive travel experience while ensuring financial and operational viability posed a challenge. The service had to appeal to a broad affluent customer base without compromising on luxury.
• Differentiating from existing travel services: Offering a value proposition that went beyond just transportation was essential. The challenge was to create a distinctive luxury experience that integrated seamlessly into the overall Bicester Village shopping experience.

How I Overcame Them:

1. Consumer interviews and post-pandemic research: I conducted in-depth consumer interviews to understand firsthand how luxury consumers’ preferences had shifted. This qualitative research provided invaluable insights into their desires for safety, comfort, and unique experiences. The interviews, combined with secondary data, helped shape the service offerings of the Bicester Elite Express to meet these expectations.
2. Designed a luxurious and flexible travel experience: The Bicester Elite Express was tailored to high-end travelers, featuring flexible, premium seating arrangements with adjustable backrests and built-in workspaces. The inclusion of amenities such as charging outlets, gourmet snacks, drinks served to the seat, and internet access ensures both comfort and convenience throughout the journey.
3. Innovative customer engagement and personalization: The service was enhanced with exclusive features like in-transit luxury shopping via iPads, personalized concierge services, and a virtual reality (VR) experience allowing passengers to explore Bicester Village before arrival. These unique touchpoints transformed the journey into a luxury experience in itself, aligning with Bicester Village’s brand values.

Result:
As an academic project, the Bicester Elite Express proposal demonstrated a well-researched and comprehensive pricing strategy, with ticket prices set at £85 one way and £150 round trip based on consumer insights. The pricing model was aligned with the preferences of high-end travellers and reflected the value of the luxury services offered. The project received positive feedback for its innovative approach to customer engagement and pricing strategy, and it successfully illustrated how the Bicester Elite Express could enhance customer satisfaction and increase loyalty to Bicester Village.