Hammerson PLC are one of Europe's largest retail owner managers. Within the UK they have a number of bricks and mortar shopping centres which see footfall in the millions over the course of the year.
At each shopping centre, local level marketing teams execute the marketing plans; from e-mail and SMS campaign management through to eCRM and loyalty.
383 observed that in each case the tools, processes and requirements marketeers had were disparate. Multiple platforms and services meant that often software was becoming more of a hinderance than a benefit. We saw an opportunity to transform how these marketing teams worked, designing a new product that would sit at the heart of their day to day marketing processes. Hammerson Control Centre was born.
Marketing Teams -
Before thinking about what a new product would look like, we focused on why the marketing teams would hire something new. We spent time performing user interviews and research at the centres, watching how things were currently done and defining common user needs across the organisation. This then formed our user stories and user flows.
In addition to replacing the current systems that were in place we also looked at how a new product could create an entirely new opportunity. Having a single product to live alongside marketeers should not only provide new functions, but also new intelligence. We defined analytics, reporting and data tools with this goal in mind.
“ having a single product to live alongside marketeers should not only provide new functions, but also new intelligence.”
“ I'm task rich, but time poor. If a tool can solve those two issues, then great! ”Marketing Manager Bullring
“ I need to make things easier and faster for my team, our current tool is clunky and takes up too much time ”Regional Marketing Manager Hammerson Central
“ Our big challenge is taking a national retailers content and making it local and relevant to our audience”Marketing Manager Highcross
We had a clear vision that Control Centre should form the central pillar of the marketing teams activity and laid out three key design principles;
We took common tasks from our 'think phase' and imagined specific applications within Control Centre that would meet these needs; Email, SMS, Social monitoring and alerts, Social publishing, Loyalty and Analytics.
The design also considered that in the future, more applications would be required as needs evolved. A standardised visual language helped to ensure global rules across the product - making it simple to design new applications that feel familiar in their behaviour and aesthetic.
Control Centre is built as a collection of digital tools and services that have been brought together in a central cloud based web app. Wherever possible we integrated with existing tools and services, finding API providers for common processes such as Email and SMS. This gives us the ability to swap out these services based on business requirements with minimal disruption to the organisation.
Control Centre itself also has it's own API which will be used to power other applications, such as mobile apps and in-store experiences.
The Hub is the heart of Control Centre, acting as a daily springboard in to whatever activity is required.
The Content app is responsible for collecting data from online sources such as RSS, Twitter, Instagram and YouTube. It presents content in a Pinterest style layout for consumption and re-publishing.
The Email App is responsible for creating and sending out campaign emails. The app integrates with a set of third party APIs to source data and send the email.
The Social app tracks influence, reach and sentiment across social networks including Twitter, Facebook, YouTube and Instagram and provides a way of responding to users via multiple channels, all from one central location.
The Analytics app displays data collected from the other apps within Control Centre, providing a single view of activity with options to filter by source and date.
The Kudos mobile app is responsible for exposing data collected via the Content app via a publicly accessible API. This helps control centre act as a key lever in earning customer data through providing useful services via the app.
The SMS app is responsible for creating and sending SMS campaigns. It is also responsible for receiving SMS messages back in to the system.
Control Centre now sits at the heart of Hammerson's marketing communications. All centre teams use a standard set of tools and services on a daily basis and receive training and updates when new versions are released.
Legacy contracts with older software providers have been stopped, meaning that across the organisation, Hammerson benefit from a unified single set of third party providers and contracts.