Bright Blue Day

Core disciplines: Branded content, CRM/Customer engagement, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017



Hammerson Engage
B2B web platform



Hammerson are a leading owner-manager and developer of some of the biggest and best retail destination experiences in Europe. Hammerson Engage is the commercialisation arm of the business. Focused on enhancing the customer experience and vitality of their centres, they collaborate with leading brands and agencies to create points of difference that enhance or complement the existing retail mix.


Our challenge

Whilst consumer engagement has never been easier and more integrated, B2B tools in the workplace are not so streamlined. Following a series of research and focus groups, Hammerson Engage recognised the need for agencies, brands and retail start-ups to have a better client experience when booking mall space. Bright Blue Day were tasked with bringing this vision to market.

BBD worked closely with the key stakeholders to develop the strategy for the new web portal. Workshops helped define the brand positioning, key user stories and, ultimately, the information architecture needed to ensure the site did everything it needed to do.

The portal provides a front end to the industry-leading platform Hammerson has developed over the past five years. Within seconds B2B customers can now access information 24/7 on all Hammerson’s centres including demographics, site plans, photography, contact details and pricing – a level of transparency unprecedented in the industry. With the majority of brands cutting staff resources, this has proved crucial in making booking decisions fall in favour of Hammerson.

Our refreshed visual identity was also applied across a suite of supporting collateral and marketing materials. The site functionality has also been continually developed and enhanced – with optimisation of the UI, UX and internal CRM processes helping to drive more enquiries and better quality leads.




Consumers have benefited from a much wider range of in-mall activity, and in a competitive market this gives a clear reason for customers to choose Hammerson’s centres. For the first time ever, Hammerson’s 2017 customer exit surveys recorded customers noticing commercialisation activities and commenting on their quality.

Bookings from the new system have paid back the initial investment in just five months. For the first time, brand enquiries have been received from Italy, Denmark and the USA.

Not only did the platform deliver immersive experiential campaigns from mega-brands such as Lucozade, Nintendo and Heinz, but more recently from innovative new start-ups like the Great British Fudge Factory.


The platform’s success has also been recognised by The Sceptre Awards, with Hammerson Engage winning the ‘Mall Technology Innovation Award 2018’ category.




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