McArthur Glen - Website/CMS platform

A CMS and content strategy that powers shopping outlet sites
across Europe.

Challenge

fuse8 has been working closely with McArthur Glen Europe since mid 2010. After consulting with the brand to develop the group-wide digital strategy, fuse8 were asked to deliver the opening phases of this plan - a CMS to support the marketing ambitions of the wider European outlets in France, Luxumberg, Germany and Italy and well as an email and communications platform to keep European shoppers engaged with the brand.

Insight

Our approach to the strategy saw us focus on visitor inspiration as much as visitor information, creating a content strategy (and ultimately a site architecture) that looked to provide content and services around the following three ‘needs’.

• Make my day - a section of each centre website dedicated to offers from both McArthur Glen and tenant brands.
• Plan my day - a section of each centre website dedicated to practical information about the facilities on offer, brand ranges available, travel directions etc.
• Be part of my day
- extension and rebroadcast of personalised news, incentives and offers to customers across the social web and via email.

Work

This structure, underpinned by the group-wide CMS was then rolled out to supply the interactive hub for Europe's retail centres. Additionally on offer is information on other attractions/activities, the surrounding local area that people can visit as McArthurGlen seek to re-affirm the perception of the outlets as a day out.’

The framework is continuing to be rolled out across all of the centres European Outlet Parks, with fuse8 now working towards customised mobile versions for smartphones and tablets.