In today’s digital landscape, it is crucial to grab users’ attention at first glance, especially for Ipercity. The center has to show on the web the complexity of its offer, composed of many retail stores, services and events meant to attract clients within an energetic environment. Because of that, the website has to connect people as a marketing tool with many different activities. We also created an iOS and Android App, to please the needs of a very specific yet vital target, the one of millennials.
We need to keep communicating with our audience, so that we can get high loyalty from Ipercity’s clients, while engaging with potential customers showing the center’s dynamic and fresh identity.
Usability is key: to turn consumers into loyal clients, we need to give them usable and intuitive tools to utilize. Interactions come with simplicity, and the shopping center can obtain a lot of useful data to activate new campaigns.
Ipercity wanted to achieve many goals through its website: a platform to please consumers on one end, but also a series of features to give updates on the center’s news and promotions, blog and different projects like IperPoints.
The aim was to provide something more than just another touchpoint, but a tool with its own specific features to expand the services offered to its consumers. Shopping lists, parking reminder, promotions and events are among the many options available.
Setting up and managing Ipercity’s blog started from an analysis on the most relevant topics for the center’s clients. According to those, we prepared a monthly editorial plan with 4 to 7 pieces of contents, along with daily community management activities.
Our activities on social media rely on an editorial plan that comprises posts to promote stores and activities, events, and contents to generate reactions from our audience while reinforcing Ipercity’s corporate identity. Moreover, we also managed interactions and initiated conversations with our fans.
Online contests are a great tool to generate social engagement and improve traffic, encouraging people to share contents and opinions that can be awarding. The same platform used for the contest was then adapted to distribute promotional coupons to spread the word of mouth about Ipercity.