Client case study - Capital Shopping Centres
Capital Shopping Centres Client profile:
Capital Shopping Centres (CSC) is a wholly-owned subsidiary of FTSE 100 company, Liberty International PLC. CSC is the UK's leading company specialising in the ownership, management and development of shopping centres. The company has a 6.3 billion portfolio of thirteen high quality shopping centres, totalling over 12.4 million square feet, ten of which are in town centres, including major schemes in Newcastle, Manchester, Norwich, Nottingham, Watford, Stoke-on-Trent, Uxbridge and Bromley as well as the regional centres, Lakeside, MetroCentre, Cribbs Causeway and Braehead. Up until recently, the group developed dedicated websites for each centre in house, but it was decided that a more professional approach was required. Popcorn was asked to evaluate the various sites and meet the board to make recommendations for improvement.
Popcorn proposed that it should take over the construction and maintenance of the shopping centre sites and this was accepted. New branding has been incorporated into each site and Popcorn has also carried out all the site programming. Popcorn has been looking after the sites of the shopping centres for around eight years and has a dedicated liaison developer who deals personally with all the centre managers, who contact Popcorn to carry out updates. Although the centre managers can make everyday changes like new tenancies and post vacancies themselves, Popcorn makes seasonal changes to the sites for Christmas and can add dedicated landing pages to suit particular campaigns and promotions. Popcorn also provides the centres with a rapid-response online marketing design service, which includes the distribution of numerous email newsletters to the centres' mailing lists each year. Centre managers can send through a concept of what they are planning to do, such as a celebrity appearance and within a couple of hours Popcorn will have designed an HTML newsletter to go out to the centre's mailing list. With shopping centres being refurbished or under construction, the websites also allow CSC to keep local residents up to date with developments and advise of any temporary inconveniences, such as road closures.