What was needed 

Previously known as Capital Shopping Centres, Intu Properties plc is the UK’s leading specialist shopping centre owner, developer and manager, with over 320 million customer visits a year. Intu wanted to create a nationwide consumer-facing shopping brand, all about providing the perfect shopping experience, and to helping retailers flourish. A key part of this new profile and positioning involved developing a new corporate website, one that would bring together their previously separate corporate and retailer websites, to tell intu’s new brand story. 

What we did 

The site would be the first expression of intu’s new brand and story, so it was important that it reflected this. But it also needed to help users find what matters to them first and foremost. This meant empowering users to filter stories and information right on the home page. Yet this is not just an information store. The streamlined user experience communicates and demonstrates the service intu bring to the marketplace through storytelling. With sophisticated visitor tracking built into the website, future phases of the ongoing development will be informed by users’ real needs and informed by insights, not assumptions. 

What was achieved 

The new corporate site is the first step in a long-term journey to enhance intu’s online presence. We therefore future-proofed the site to accommodate later adaptation to multiple screen sizes, and then to integrate the shopping centre and e-commerce experiences over time. 

The outcome of the website is a clearer articulation of what intu do and its strategy to achieve the KPIs presented in a more tailored way for all its corporate stakeholders. It provides a base to deliver digital connectivity to the B2B market. 

Using analytics data, a continuing optimisation to the site has created a surge in traffic with an increase of over 50% in both overall visits and visits from a mobile device.

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