Nottingham is consistently ranked as one of the best shopping destinations in the UK
Located in the heart of the city with over 120 shops, restaurants and more
The Problem
Early in 2021, the Victoria Centre had a number of challenges that they needed to overcome; how could they encourage visitors back to the centre post-COVID? How could they attract more affluent customers from wider surrounding area without alienating the local audience? And how could they position the centre as ‘the destination in the East Midlands to go shopping’? Over three million people live within a 45-minute drive of the centre and with competition from Derby, Birmingham, Meadowhall and Leicester – why should they choose Nottingham and the Victoria Centre above the rest?
The Solution
Working closely with the JB and DestinationCore teams, the Victoria Centre team needed their new website to be exciting, enticing and encouraging.
The DC Pro platform was selected as the client required an individually branded approach whilst still wanting to benefit from destination specific features offering through the DC product range.
The visual styling of the website was incredibly important, to affirm the brand position of the shopping centre as an aspirational destination and to also reflect the current brand style by encompassing clean lines, white space and engaging imagery.
The previous site didn’t make it abundantly clear that it was a shopping centre – the functional side of the website (in particular, the directory and store opening times etc.) was not easy to find. This information is now front and centre on the main site so it can’t be missed. And it’s supported by the business directory, with global categories which allow content to be grouped into interest types to encourage users to discover and do more.
Understanding that the website would be used by visitors planning a visit – more likely on a desktop – and by users visiting the website ‘on the ground’ during their visit was going to be imperative to creating a successful UX. The DC Pro platform allows the hierarchy of information to be different, depending on the device that the user is viewing the content on.
The new site is now completely fit for purpose – it brings together store, leisure and restaurant listings, services information, competitions, offers and news from across the centre in an engaging and cohesive way.
Visit Website
The DC Pro platform was selected as the client required an individually branded approach whilst still wanting to benefit from destination specific features offering through the DC product range.
The visual styling of the website was incredibly important, to affirm the brand position of the shopping centre as an aspirational destination and to also reflect the current brand style by encompassing clean lines, white space and engaging imagery.
The previous site didn’t make it abundantly clear that it was a shopping centre – the functional side of the website (in particular, the directory and store opening times etc.) was not easy to find. This information is now front and centre on the main site so it can’t be missed. And it’s supported by the business directory, with global categories which allow content to be grouped into interest types to encourage users to discover and do more.
Understanding that the website would be used by visitors planning a visit – more likely on a desktop – and by users visiting the website ‘on the ground’ during their visit was going to be imperative to creating a successful UX. The DC Pro platform allows the hierarchy of information to be different, depending on the device that the user is viewing the content on.
The new site is now completely fit for purpose – it brings together store, leisure and restaurant listings, services information, competitions, offers and news from across the centre in an engaging and cohesive way.
Modules installed include
-
![]()
DC Global Categories Module
-
![]()
DC Notification Banners
-
![]()
DC Cookie Consent Management
Similar case studies
www.inilford.com
themetrocentre.co.uk
www.visitclaphamjunction.com
