Home :: Our Work :: Case Studies

Tanger Outlets Public & Corporate Website Redesign

Company Overview:

In 1981, Stanley Tanger developed the vision of factory outlet shopping centers banking on the consumer’s love of a bargain and the manufacturers’ need to dispose of overstock. He began construction on a 50,000 sq. ft. Outlet Center in Burlington, NC. This was the first of many strip centers with brand-name factory outlet stores. Since then, Tanger Outlet Centers has grown immensely, going public in 1993 and welcoming millions upon millions of shoppers per year in their 33 locations across the country. Their steady growth has made Tanger one of the largest and most successful outlet centers in the country.

Challenges:

• Tanger’s sites—both public and corporate--were outdated and no longer consistent with its public image
• There was no relationship between the two sites, causing user frustration and confusion
• Tanger’s management could not easily administer the site
• Site visitors were overwhelmed with the large volume of available information
• There was no way to distinguish between the shopper and the business visitor

Implications:

• Website and shopping center inconsistencies were negatively impacting brand image
• Visitors were leaving the website without the information they needed
• Local and regional management was unable to offer promotions on the site, which hurt traffic to the stores
• Shoppers and corporate investors could not access the specific information they needed

Solutions:

• Rebuild both the corporate and public site, giving them a full face lift. This included developing a common header element, which seamlessly integrates both sites.
• Navigation to and from the public and corporate site is fluid and seamless, while at the same time enabling each section to maintain its own identity.
• The site has administration functionality which enables Tanger staff to easily administer and highlight nationwide and local sales, offers and promotions
• Centers have highly detailed individual pages with all necessary information, including brands, sales, directions, food, etc.
• Site is aesthetically pleasing, light and highly organized, but still allows users the ability to access a multitude of information.

Technologies Used:

• Adobe Creative Suite
• Java

Results:

Please Contact Us to learn the results.

See Related:

Retail, Hospitality and Restaurant case studies
Internet Consulting & Interactive Marketing case studies
Solutions for Sales and Marketing case studies