Combining function with style at Lakeside Shopping Centre
Lakeside Shopping Centre in Essex forms one of the largest shopping areas in a single location within Europe
Lakeside Shopping Centre in Essex forms one of the largest shopping areas in a single location within Europe and is home to over 300 shops, restaurants and leisure attractions, including brands like Apple, Zara, MAC, Puttshack & Hollywood Bowl. There is a true blend of retail, leisure and food and drink.
The previous website was predominantly used for accessing ‘functional’ information by visitors (top pages included opening times, store directory and vacancies) so key consideration was needed as to how this could seamlessly integrate with a more visually appealing design.
Its main rival is the Bluewater Shopping Centre in Greenhithe, Kent, just across the River Thames and we wanted to ensure that Lakeside’s new site would elevate the centre’s positioning.
As part of the brief, the client tasked us to create a website that would:
+ Increase email subscribers
+ Increase dwell time in centre
+ Improve visibility of services that the centre offers
+ Make it easier for users to find what they are looking for.
A streamlined, efficient and engaging site was created using our DC Pro platform. This was the ideal platform to use because the client wanted to bring to life the unique brand personality of the destination but still required industry specific functionality such as the brand carousel and business directory.
It was imperative to not lose sight of Lakeside’s current user experience – visitors have always wanted functional information elements at their fingertips so surface service information for the user (opening times and key centre information) is front and centre on the home page. However, we also knew that bringing events to the fore would lead to longer time on site and therefore translate to longer dwell time at the centre. Our homepage design achieved a perfect balance.
The new site has a mobile-first approach so that the users on the go can access retailer information easily and have advanced filter options. This was achieved by a re-ordering of the hierarchy of information when it goes to mobile.
Lakeside has such a broad range of brands and activities, the visitor is spoilt for choice – to make for easy searching, a personalisation filter based on the user’s intention (entertainment, day out, quick shop, bite to eat, etc.) has been utilised across the site.
Modules installed include
DC Notification Banners
DC Cookie Consent Management
DC Global Categories Module
Want to know more about DestinationCore? Call, email or fill in the form.
Will Wright | Managing Partner
Tel: 01473 215656
Jane Petrucci | Customer Relationship Manager
Tel: 01473 215656