Carlingwood Shopping Centre

How did Carlingwood Shopping Centre triple web traffic and build a database of 14, 000 subscribers?

The Objective

To develop a new look and feel for Carlingwood that would appeal to a larger audience of people and make the website the primary marketing vehicle to communicate with people who shop at Carlingwood.

The Strategy

• Design a website that presents a new face for Carlingwood.
• Encourage people who shop at Carlingwood and those who fall into the target geographic and demographic area to visit the website.
• Once users visit the website, encourage them to do their shopping at Carlingwood.
• Put in place a method to communicate with the website visitors on an ongoing basis.
• Develop of the technical foundation for continued additions to the website that are built to encourage users to come back.

Strategic Process

Architecture: based on user statistic Fenix knew that users visit shopping centre website to find out store information and hours information. Based on this we built an architecture that would ensure that a user find this information easily and also be exposed to other areas of the site that Carlingwood wanted to promote.

Design: Fenix developed a new website for Carlingwood that changes 4 times a year. The site was built to support off line activities and show constant change with each season. Fenix developed a system that would allow the color and photo scheme to change to match each season.

Development: Aside from the basic development of the site Fenix develop an infrastructure to support ongoing technical additions. As an example, Carlingwood’s Pin2Win campaign required users to come back to the website after a purchase in the shopping centre and enter a unique pin that they received after their purchase. Each pin number equaled and entry into a contest to win a grand prize. The technical structure we put in place ensured that this program ran smoothly for over a year and doubled subscribers to the e-newsletter database.

Analyze: Fenix continues to work with Carlingwood in developing unique online activities to build on the momentum that was created. We put in place measurement tools that provide us with the information we need to make changes to enhancements to the existing structure.

Results

Carlingwood Shopping Centre saw traffic to their website triple within the first 6 months of engaging with Fenix and built a database of over 14,000 subscribers that are communicated with on a monthly basis.