Hammerson overhauls online user experience across nine shopping centres with 383

Hammerson overhauled the digital platforms for its nine UK centres

Retail property developer Hammerson has unveiled new, enhanced online experiences for all nine of its UK shopping centres, including London’s Brent Cross and Birmingham’s Bullring, in order to strengthen its multichannel offering.

Hmmerson’s digital partner 383 led the user experience revamp for desktop, mobile and touchscreen platforms. The changes aim to drive customer loyalty and increase retention within the centres themselves. The venture follows insight from Hammerson which shows by 2020 75 per cent of non-food sales will be influenced by the internet in some capacity.

383 was tasked with “keeping bricks and mortar front of mind”, blending the on- and offline experience to provide a better user experience for customers and allowing them to interact with each centre’s stores and products.

The user-focused strategy saw the creation of a range of customer personas, with iterative usability testing employed to refine the look and feel of the product.

Retail marketing manager at Hammerson, Karl Boyce, commented: “This has been a huge overhaul project, unifying nine previously disparate online experiences for some of the UK’s leading shopping centres. It’s a big development, which will put Hammerson in a really good place as retail keeps evolving, especially with the continued integration of online and physical retail.”

Jacob Dutton, senior client partner at 383, added: “The project has created a clearer online journey for users across Hammerson’s centres, ensuring its shopping centres meet customers’ expectations in terms of convenience and experience as the business continues to grow.

“We expect it to reinforce Hammerson’s reputation as a global leader in retail, attracting multi-channel retailers and pure-play operators to the retail sites.”

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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