Centro Commerciale Ipercity

The importance of impressing a customer at first glance is critical, particularly for a shopping centre such as Ipercity: through the web, the organisation must be able to communicate, in a matter of seconds, the complexity of its offering, which consists of numerous shops, customer-focused services and events throughout the year, all of which contribute to the lively atmosphere that captivates visitors.

For this reason, the website cannot simply present all this, but must act as a hub for the marketing mix. The creation of iOS and Android mobile apps goes even further, responding to the need for belonging of a key customer segment, namely the Net Generation and Millennials.

Similarly, maintaining constant communication with customers is of great importance: in this way, the Centre has the opportunity to keep the attention of its loyal customers focused on itself and, at the same time, engage potential customers by communicating its dynamic and constantly updated image.

The key word is usability. Customer trust is also gained through the ease of use and intuitiveness of the tools made available to them. The variety of interactions, which are simple to perform, reward the shopping centre with traffic volumes that can return a wealth of useful and already profiled data.

Ipercity has multiple requirements for its website: a product that is highly appealing to users, but which also allows a range of different administrative functions to be carried out, such as adding news, promotions and blog articles, not to mention integration with projects such as IperPoints.

Not just a simple extension of the website on your smartphone, but a real tool with many features designed and developed to meet the needs of customers who want to be increasingly connected to their favourite shopping destination. Shopping list, parking reminders, saved promotions and events, but also specific interactions for the IperPoints competition.

The creation and management of the Ipercity blog began with a study of the most sensitive issues for the shopping centre’s customers, which led to the drafting of a monthly editorial plan with the creation of 4 to 7 pieces of content per month and the subsequent moderation of comments posted by users.

Communication via social networks is carried out through weekly editorial planning that includes promotional posts about the shopping centre’s stores and activities, events and content created specifically to stimulate reactions from the community, always consistent with the Ipercity image. Added to this is the activity of moderation and interaction with users on behalf of the shopping centre.

Web contests are an excellent tool for generating peaks of interaction on social media channels and on the institutional website by engaging customers, who are encouraged to share content related to the contest in exchange for the chance to win one of the prizes up for grabs. The same platform developed for the contests was then adapted for the distribution of promotional coupons, which are also very effective in generating word of mouth.