CREATING A SEAMLESS, JOINED UP CUSTOMER JOURNEY - FROM ONLINE TO IN-CENTRE.
Helping create the ‘go-to shopping destination’ for Milton Keynes.
The Problem
There are three primary business objectives for the Midsummer Place website:
(1) Accurately reflect the brand personality of Midsummer Place as the go to leisure and retail destination for Milton Keynes.
(2) Ensure the customer journey from online to in-centre is seamless and joined up.
(3) Showcases the changing offering at Midsummer – as the retail, food and leisure offer evolves the website needs to evolve with it.
The Solution
INTUITIVE CONTENT FILTERING
- Midsummer Place were looking for us to create a simple navigation and slick user experience, making it easy for users to find what they are looking for. Our multi-faceted filter and intuitive search functionality makes it easy for users to filter content to match their personal preferences.
THEMATIC CONTENT
- Our Global Categories feature groups content into 'themes', so that all content related to a particular group of visitors can be viewed on a single page. Midsummer use themes such as 'family friendly', 'looking gorgeous' and 'gifting' to target audience groups in search engines and when on the website.
BRAND CAROUSEL
- The brand carousel features makes it easy for users to find out which stores stock the brands they are interested in.
PROFESSIONAL SERVICE HOURS
- The client uses our Professional Service Hours offering. Meaning we work with them on an ongoing basis to refine the site content and features for improved visibility in search engines and to help them increase visitor engagement.
Modules installed include
-
![]()
Integration - Video Player (YouTube)
-
![]()
Integration - Cookie Consent (Cookiebot)
-
![]()
Notification Banner
-
![]()
Global Categories
The Results
- Web traffic increased by over 125%, year on year in a single year ('22 vs '23).
- Average time on site doubled in 12 months ('22 vs '23).
- Shopper WiFi sign-up is the top referral source to the website behind only Google and direct visits.
- Google Engagement Rate of 70% (15% above average) - this means that 7/10 visitors to their website spend at least 10 seconds on the site, view two or more pages, or trigger a ‘conversion event’.
OVERALL IMPACT: Increased website visitor engagement improves the chances of conversion to actual footfall.
"We've worked with DestinationCore for a number of years now. Their strong technical knowledge coupled with their ability to communicate 'in our language', has led to a very effective working partnership. Together we have applied our learnings, they've taken our brief and worked closely with us to develop a brand-new website for our shopping centre."
Kirsty McGiff, Marketing Manager
Similar case studies
In Colchester
IN COLCHESTER IS THE CONSUMER FACING WEBSITE FOR THE COLCHESTER BID.
View Case StudyVisit Worcestershire
A HIGH END MAGAZINE-FEEL PROVIDING COMPELLING REASONS TO VISIT.
View Case StudyVisit Bury St Edmunds
SHOWCASING EVERYTHING THAT'S GOOD ABOUT BURY ST. EDMUNDS AND THE SURROUNDING AREA.
View Case Study
