East Kilbride Shopping Centre came to us as one of the UK largest indoor shopping malls. More like a town centre than a shopping mall, Shop EK has high brand equity and a strong sense of community within the centre.
Where did East Kilbride Shopping Centre want to go?
Put simply they wanted to engage with the loyalty of their existing customers and present themselves online as an 'active town centre'.
Overriding the whole project was the desire to increase footfall, (especially through the centre’s live events programme) and increase spend in the centre too obviously. The client also wanted us to help them encourage customers to engage with the EK brand online.
Shop EK also wanted to improve the functionality, life and movement on the website in order to make it more friendly and approachable.
How we got there together.
Around 75% of East Kilbride Shopping Centre's customers are young women aged between 18 and 25 years of age. This group is also the highest spenders within the centre.
With this in mind we used brightly-coloured, traditionally feminine colours in the design of the site. We built Shop, What's Hot, What's On, Kids and Your EK navigation tabs that would push the most relevant and searched for information to the forefront.
East Kilbride Shopping Centre frequently hosts live events in the central mall, including performances from XFactor and Britain’s Got Talent contestants and we continue to work with the centre to promote these through social media and digital advertising channels.
For the Shop EK Facebook page we created a dynamic landing page where users were presented with different content depending on whether they had already 'liked' the page. Of the total number of 'likes' for the Shop EK, 72% were generated after the launch of the dynamic page.
The targeted Facebook advertising campaign also managed to generate some equally positive results – 49% of users who clicked on the ad became Facebook fans over the course of the campaign and the volume of the traffic on the Shop EK site doubled.
Where we ended up -
www.shopek.co.uk