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This One’s for the Shoppers

Year
2016
Following a merger in 2015, Washington Prime Group boasted an impressive portfolio of 60+ malls across the country—each with their own website. We unified them all in look and feel, providing the company with greater flexibility and control.

As a fast-growing player in the retail space, Washington Prime Group already knew the importance of the customer experience. They wanted their individual property websites to reflect that vision. Our strategy, creative and development teams took charge of a website redesign that needed to be seamlessly applied across multiple malls. Adding to the complexity, the content had to be editable by both the corporate office and each mall’s specific director. This advanced level of authorship would be key to the project’s success.

WHAT WE DID

  • Analytics & Optimization
  • Content & Creative Strategy
  • Platform Implementation & Integration
  • Responsive Website & Mobile Applications
  • User Experience Design & Development

THE APPROACH

Why do customers visit mall websites? They’re looking for store directories, hours of operation, upcoming events and more. We created a modular design that helped customers easily access this information. Take the homepage for example, which finds lifestyle imagery and strong call-to-action copy working together. Amenity descriptions and the About Us page were given a creative copy refresh as well.

WPG_Website_Feature-1

Of course, mall directors needed to be able to add events, sales and imagery unique to their location. We solved this by choosing an industry standard CMS. Its user-friendly interface made it easy to centrally manage multiple sites from one place. To further connect with customers, a first-class email provider was used to grow email lists and communicate promotions.

The development team had to bring serious muscle to this project. Their attention to detail and unmatched talent rewarded users with a seamless experience across all mall websites.

WPG_Website_Feature-2

The Results

Washington Prime Group’s individual property websites no longer felt disjointed or offbrand. Suddenly, they had a uniform look that engaged and informed customers simultaneously. Responsive design translated to web and mobile. Editable modules within a straight-forward CMS brought greater flexibility to future updates.

-
0
%

Decrease in Bounce Rate

+
0
%

Increase in Traffic to Store / Dining Directory

+
0
%

Increase in Viewing Time

2017

Multisite of the Year Award from Sitefinity™

WPG_Website_Highlight_01
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