Blanchardstown SC

New Look For
An Old Favourite

Client: Blanchardstown Shopping Centre

Sector: Retail

Blanchardstown Shopping Centre the
heartbeat of the local community for 25
years.

As one of the country’s top retail destinations Blanchardstown Centre attracts visitors from the four corners of Ireland. It’s Ireland’s largest and most successful shopping, leisure, and retail park destination. And it’s easy to see why with over 180 leading high street retailers, numerous cafes and restaurants, together with an Odeon 9-screen cinema, Library, and Draiocht Theatre – Blanchardstown Centre is an excellent destination for all the family.

Exciting rebranding with technological
enhancements improving the brands
positioning.

The Centre is currently at the end of an exciting redevelopment and makeover due for full completion by the end of 2021. It is introducing new brands to the destination such as Mango and Hollister along with its extensive re branding and property positioning throughout the Malls.

The main challenge was to create a clean, unique, and modern new brand message online and to increase the brand experience digitally. The goal was to translate the brand values and the new brand identity online into a client-centric web platform.

CDG studied the browser profile persona’s and brand architecture collectively with undertaking many UI UX studies on the new design proposals and requirements for the website to deliver the best experience possible and find the best design options. Our goal was to give a distinctive, interactive, and slick website that focuses on its users. Using analysis of the previous website and competitors like Dundrum Shopping Centre and Liffey Valley CDG embarked upon the difficult project of brand identity change. We aimed to translate the brand values and the new brand identity online into a customer-centric web portal. Our main challenge was to create a clean, unique and modern website that would empathise with the core target audiences with the purpose to enhance and increase the brand experience. CDG worked on all of the brand’s touchpoints. The digital revolution of the brand and its modern, user-friendly and responsive mobile style website appealed to all types of browsers.

Taking the brand to the superior level

CDG modernised the website by generating bespoke imagery and capturing and using original photos and videos to display within the website. We emerged ourselves in the full requirements of the user and focused on the UI UX of the website to every detail. Ultimately we had to bring the brand to life within the new digital experience. We started developing wireframes and prototypes that helped create a better layout for the final result. In the end, CDG designed an agile, user-friendly, and responsive website based on user research. Each section is clearly defined, and the user journey has been mapped and refined extensively, resulting in a best practice performing customer-centric website that positions Blanchardstown Shopping Centre head and shoulders above their competition. CDG looked closely at common user flows to ensure a user experience that was as seamless and efficient as possible, created with a modern, elegant and simple interface.

As a result, the traffic was up 200% in less than a few days. The traffic had a 50% lower bounce rate and the comments and social interaction is up 160% making the new brand and website portal a successful project for its 25th birthday 2021.

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