Taking a new look Metrocentre to new heights
Utilising the DC One platform to bring the client's brand proposition to life
As one of the UK's top shopping and leisure destinations, Metrocentre, Gateshead was taken over by Sovereign Centros in October 2020 and since then, they've been through a period of transformation.
They underwent a complete rebrand to cement the Metrocentre as a best in class go-to destination for all the family, a place to meet and enjoy engaging and innovative experiences, and ultimately become a place to make new family memories but a new website was needed to accurately reflect their new positioning.
The key UX objectives of the new site were to:
- Ensure users can get to the information that they want as quickly as possible
- Surface the opportunity for users to discover other related content whilst on the site, thus improving time on site / pages per session
- Ensure users can easily access opening and closing times
- Allow users to define their experience on the website based on the type of shopper they are – e.g., visiting for a day out or popping in quickly
- Surface the breadth of the offer at the centre
All of which meant the DC Pro was the perfect fit for this shopping centre.
Metrocentre’s target audiences include families (who stay longer in general), local workers (using the centre for convenience), affluent shoppers (due to the designer brands at the centre) and destination visitors (coming for a day trip to use the leisure facilities) and so the new site had to work incredibly hard to offer the right information to the right audience.
This was achieved by the utilisation of our core modules such as the brand carousel and global categories within the business directory (to serve content grouped into interest types to encourage users to discover and do more) and also the in centre interactive map to join up the customer experience. Content from the map is now shared onto the website and events, offers and news stories from the new site are being shared onto the “on location” digital wayfinding screens for visitors to experience.
Modules installed include
DC Global Categories Module
DC Notification Banners
DC Cookie Consent Management
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