Increasing Website Traffic for The Boulevard Banbridge: A Report

This report provides a comprehensive analysis of The Boulevard Banbridge, a premier outlet shopping destination in Northern Ireland, focusing on strategies to increase website traffic and customer engagement. The report begins with an executive summary and introduction, outlining the project's rationale and aims. It then delves into detailed research and analysis, including problem definition, project objectives, and plans to achieve them. The analysis incorporates findings from commercial reports, consumer research, and competitor analysis, utilizing frameworks such as Porter's Five Forces and PESTEL analysis to assess the competitive landscape and external factors impacting the business. The report identifies the key challenges, such as declining website traffic and the need to attract a younger demographic (25-35 years old). The report then proposes solutions to address these challenges, including website innovation, enhanced social media presence, and improved customer service. The conclusion summarizes the findings and recommendations, emphasizing the importance of effective marketing strategies to gain a competitive advantage and increase overall profitability. The report's findings are valuable for businesses seeking to improve their online presence and customer engagement.

The Boulevard
Banbridge

Executive Summary
The main of most of the companies today is to increase the overall engagement on their
websites as well as reach out to a greater number of customers. This helps them in serving their
needs in an effective manner as well as increase overall profitability. The process requires
effective planning and development of appropriate strategies that will allow the company to gain
a competitive a competitive advantage in the market.

Contents
Executive Summary...................................................................................................................................2
Contents......................................................................................................................................................3
Part 1: INTRODUCTION.........................................................................................................................4
Part 2: Research and Analysis..................................................................................................................5
Problem Definition.................................................................................................................................5
Project Aim............................................................................................................................................5
Objectives...............................................................................................................................................5
Plans to deliver objectives.........................................................................................................................5
Findings from the study of commercial reports......................................................................................8
Detailed consumer and customer research..............................................................................................9
Detailed competitor analysis.................................................................................................................11
Results from the analysis......................................................................................................................14
Part 3: solutions.......................................................................................................................................14
PART 4.....................................................................................................................................................20
CONCLUSION........................................................................................................................................24
REFERENCES........................................................................................................................................25

Part 1: INTRODUCTION
The Boulevard Banbridge is the premier outlet shopping destination that is based in
Norther Ireland. The outlet attracts a great number of customers to shop for the products that
they need. The market today is very competitive wherein all organizations want to expand their
business operations by satisfying the needs of the customers in the best way possible. To be able
to reach a greater number of customers, it is important for organizations to have strong marketing
strategies. Effective marketing is important because it helps the organization in reaching out to a
greater number of potential customers and can also contribute to the overall effectiveness of the
company (Biddle, 2017). This can help in significantly increasing the overall engagement with
the customers and also, promote the company as well as its offerings among people. There are
different ways in which a company can market itself in the market to gain a competitive
advantage against competitors. This includes reviewing the website of the company as well as
the different social media platforms. The outlet provides various services in order to satisfy the
needs of the customers in an effective manner (Abratt and Bendixen, 2018). The shopping outlet
is focused on increasing the overall level of engagement among the customers across different
social media platforms. There are different strategies that are opted by the respective company in
order to enhance the level of engagement. It has been analyzed that the current age of people
visiting the Boulevard Banbridge is 40 years but the management wants to bring it down to 25-
35 years in the future.
Rationale for the Project
The main rationale behind undertaking this project is to identify and suggest different
measures to the organization so as to increase its overall reach among people as well as enhance
current engagement on the website as well as different social media platforms. The current
website of the company takes time of respond and also does not include any innovation.

Part 2: Research and Analysis
Problem Definition
The respective company is currently facing the problem of less traffic on its website as
well as different social media platforms. There was an overall decrease in the average rate of
visits among the people and this was due to the greater prominence of the company is frequent
visitors. Apart from this, the other problem that the company is currently is facing is that of a
decrease in the reliance on those from within the drive of 15 minutes. Therefore, it can be said
that the major problem that company is facing is that of a decrease in the number of visitors on
the company’s website.
Project Aim
“To provide suggestions for increased traffic on the website and shopping at The
Boulevard and increase ease of use and quality.”
Objectives
 To identify different ways to increase the overall traffic on the website and shopping at
The Boulevard within 6 months.
 To provide suggestions for increased traffic on the website and shopping at The
Boulevard and increase ease of use and quality.
Plans to deliver objectives
Objective 1: Analysis of the current website of The Boulevard - Banbridge
One of the most important activities for a business is to keep its customers engaged as
this helps them in maintaining their overall performance. The Boulevard Banbridge is a premier
shopping outlet in Northern Ireland. In order to do so, the company is focused on innovating its
website and making its more creative as well as attractive. This will help it in attracting a greater
number of potential customers who are in the age group of 25 to 35 years. As per the data
provided, it can be said that young customers are more likely to visit the shopping outlet. It has
been found that currently, the shopping center is visited by people who belong to the age group
of 40 years. Out of these, mostly females, which is nearly 61% visit the place and the

management of the company wants to reduce the age group to 25 to 35 years if age. Effective
marketing will not only help the company in reaching out to a greater number of customers, but
also increase its overall engagement on the website. By strengthening its overall presence across
different social media platforms, the company will be able to attract a greater number of
customers (Chari and et.al., 2017). In order to meet these objectives, the company will innovate
its online website that will be easier to navigate. As a result, the Boulevard Banbridge will be
able to reach out to a greater number of customers. The company can also analyze and review its
vision and mission so as to enhance its overall customer service. Appropriate theoretical
frameworks can be used in order to analyze the competition in the market as well as the target
market. For this, Porter’s Five Forces Model can be used in order to analyze the competition
(Chaffey and Smith, 2017). The model is a valuable and useful framework that can help the
management of the firm to understand the competitiveness and develop effective strategies.
Analysis using Porter’s Five Forces Model
Threat of New Entrants – The overall performance of the company can get affected if a
new entrant enters the market. This is a strong force and therefore, can significantly affect the
overall position of the company in the market. therefore, it is important for the company to
ensure that the services offered by it are unique and creative (Das and Saha, 2017). This way, it
will be able to overcome the threat posed by the new entrants effectively. as a result, the overall
competency of the company will improve. In order to do so, the company should strengthen its
presence across different social media platforms.
Bargaining Power of Suppliers – This is a weak force because there are a lot of
suppliers in the market who offer different materials at moderate prices. Therefore, the company
can either face a threat from the suppliers or it can choose to buy materials from different
suppliers. The Boulevard Banbridge can purchase different materials from suppliers who offer
the same at lower prices (Cheng and Liu, 2017). This can help the company in saving significant
amounts of money and increase its overall profitability.
Bargaining Power of Buyers – The number of buyers in the United Kingdom is very
large and they expect the companies to offer high quality products at affordable rates. In order to
reach out to a greater number of customers and serve their needs in an effective manner, The

Boulevard is focusing on increasing the customer engagement. This way, the company will be
able to attract a greater number of customers.
Threat of Substitute Products – This is a comparatively high force because there are
different businesses within the market that can offer substitute products and services to the
customers in order to attract them (David, David and David, 2017). They offer substitute service
into the customers at low rates as a result of which, the customers switch to the competitors in
order to buy the products. Thus, Boulevard Banbridge will try to improve its online services so
that people visit the place and are encouraged to visit the place.
Competitive Rivalry – This is a strong force as there are a lot of shopping destinations in
the United Kingdom. This means that the level of competition in the market is very high. In
order to eliminate the competitive rivalry, it is important for the respective company to develop
different strategies to remain ahead of the competition (De Mooij, 2018). For this, the
management of the respective firm can focus on improving the overall website and making it
more innovative and creative.
Therefore, it is important for The Boulevard Banbridge to analyze the competitiveness of
the industry in order to understand the competitiveness of the market as well as the preference of
the customers in the target market. As a result, the company will be able to gain a competitive
advantage in the market.
PESTEL Analysis
There are different external environment factors that can impact the overall operations of
the respective organization. Thus, PESTEL analysis helps in identifying these factors as well as
their level of impact in order to develop effective strategies for the same. The PESTEL analysis
for The Boulevard is explained below –
Political Factors – The United Kingdom is a politically stable country and is one of the
most powerful countries in the world. There are many political factors that can affect the overall
operations of the company. These can include stability or instability of the government, the
country’s administrative system etc. Brexit has also created uncertainties within the country due
to which the company’s profitability has been affected.

Economic Factors – There can also be certain economic factors that can impact the
company. Although the country is economically stable, there can still be some factors that can
affect the overall company to a great level. Changes in the overall GDP or inflation rates of the
company etc. can impact the overall profitability of the firm to a great extent.
Social Factors – Population is an important social factor that can affect the overall reach
of the customers on the company’s website. The people within the country are educated and this
helps them in keeping updated with the latest trends of the country. This is because when the
people will be educated, they would know about visiting the website of the company as well as
its different social media pages.
Technological Factors – there are also different technological factors that can affect the
overall operations of the company. This is because advancements in technology can make it
difficult for the company to keep up with the latest trends. It is important for the company to
adopt the latest technology in order to ensure that they are able to attract a greater number of
customers on the website as well as social media platforms.
Environmental Factors – Customers are increasingly becoming conscious about the
environment. The Boulevard Banbridge should adopt the environmentally friendly approaches in
order to attract a greater number of people (Esmaeilian and et.al., 2021). It should update the
latest knowledge about the corporate social responsibility practices.
Legal Factors – It is important for the company to adhere to the different legislation in
order to ensure smooth run of operations. Failing to comply with the different rules as well as
regulations can make it difficult for the company to conduct its business effectively.
Findings from the study of commercial reports
From studying the commercial reports, it can be said that the most notable aspect of the
age structure for the company is 55-64 years of age. Also, it has been seen that there has been an
increase in the number of lone visitors. The origin of the visitors is somewhat dispersed. This
means that they visit the shopping outlet from different locations. With the recent outbreak of the
coronavirus, the overall shopping behavior of the customers has changed to a great extent.
People are now shopping online and therefore; it is important for the respective company to
strengthen its overall online presence. This can help it in attracting a greater number of people.

Detailed consumer and customer research
Customers play a very important role in the overall success of a business and in context
to The Boulevard Banbridge, the percentage of females is greater than the percentage of males
visiting the shopping outlet and that is 61% for females, whereas for males, it is 39%. Lately, the
management of the company has analyzed that there is an increase in the number of people who
visit the shopping outlet alone. The company has categorized its visitors and those who either
shop very infrequently or only for specific events are referred to as ‘event’ visitors. From
analyzing the company’s data, it has been found that one of the ways for the company to enhance
its performance as well as sales is to target people who are more likely to spend on purchases by
visiting the different centers in the outlet. This will help it in increasing the overall footfall in the
shopping outlet (Fadillah, 2019). As of December 2019, it was seen that the type of visitors
who visit and spend time under 15 mins, is 71%. On the other hand, the percentage of people
who spend nearly 15-30 mins together is 20%. And lastly, the rate of people who spend over 45
mins at the shopping outlet in different centers is only 2%. This means that there is a need to
increase overall engagement and footfall, the company will have to adopt different strategies. As
far as demographics of the customers are concerned, it has been analyzed from the provided data
that the visitors coming to The Boulevard Banbridge is scattered and the people visiting the
shopping outlet belong to different locations.
There has been a massive shift in the buying process of the customers and this is because
of the outbreak of the Covid-19. The customers now, do not prefer visiting the shopping outlets
and rather prefer shopping online. At this point, it is important for the company to adopt
measures to increase the overall footfall (Foltean, 2019). The most important consumer trends
are that the customers look for products that are available to them conveniently and at affordable
rates. Similarly, the customers are now also conscious about their safety because of the Covid-
19. The pandemic has impacted the consumer trends to a great extent.
The overall level of consumer problem associated with Coronavirus reached its
maximum degrees in overdue March / early April, while 40% of consumers rated themselves as
“Very Concerned (10/10)” concerning the virus. There was a great growth in difficulty in July,
as cases rose across the UK. There has also been a regular upward thrust in problem in recent
months, with more or less a third of customers very involved approximately COVID-19, and half

of score their concern eight out of 10 or higher. Despite recent development on vaccine
distribution, customers are still experiencing excessive degrees of tension across the pandemic,
so that you can preserve to form their behaviors for months to come.
The maximum common worries stated with the aid of consumers through the pandemic were fear
of contamination— for self or own family / buddies— impact at the country wide & global
financial system, and incapacity to look buddies and circle of relatives. While the economy held
the top spot for maximum weeks / months of our survey, it dropped to 3rd in December,
displaced by incapability to see buddies & own family and fear of contamination. While we’ve
seen some versions in top issues normal, in relation to customers number one situation, fear of
infection for self or household members has been by a long way the maximum normal challenge
for the whole lot of the past 10 months. In current months— similar to what we’ve seen with
general level of problem— economic worries have fallen below worry of different buddies/circle
of relatives turning into inflamed and incapacity to look buddies & family (Fulgoni, 2018).
Other finance-associated worries like incapability to buy simple needs or different items &
services, and the pandemic’s effect on process protection, have also fallen decrease within the
list in latest months, while the social and emotional toll— being stuck at home, cancelling plans,
college closures— upward push. These issues have implications for the sorts of services and
products customers can be looking for as they deal with the ongoing preference to connect with
others, and stick out the final leg of pandemic isolation.
A customer journey can be defined as the complete journey of the customers with an
organization. It comprises of all the interactions that the customers have with the company across
different channels, devices as well as touchpoints through different stages, from being aware to
the loyalty phase. Customer journey is an important aspect the company should take into
account. This is because it will help the company in analyzing the overall experiences of the
customers with the company (Gamble, McAdam, and Brennan, 2019). This can include the
customers interacting with the company through social media or website. On the other hand, an
empathy map can be defined as a collaboration tool that teams within an organization can use in
order to gain a deeper insight about the customers. Currently, in the given scenario, the
customers who belong to high income groups want products that are sustainable as well as based
on the recent trends of the market. this is because they are willing to pay the price for the same.

The customers expect the products to be of high quality, given that there are a lot of different
centers within the company. In order to stay updated about the company as well as its different
services, the customers can use different types of media such as different social media platforms
such as Facebook, Instagram as well as Twitter as well as the company’s website.
There are many features that are important for the customers while shopping such as
price, quality, Wi-Fi during the buying process as well as a safe parking for their vehicles. All
these factors contribute to their overall shopping experience. If the company is able to provide a
seamless and memorable shopping experience to the customers, it is likely that they will be
interested in coming back as well as also update themselves regarding the different news of the
company. Parking is important because the customers will be able to shop without having to
worry about their respective vehicles. Similarly, the price range of the products that are offered
should be set based on the income level of the target market.
Detailed competitor analysis
Intense competition from the different outlets can affect the overall performance of the
company within the industry. Competition can lead groups to invent decrease-fee production
approaches, that can increase their earnings and help them compete—and then, pass those
financial savings directly to the consumer. Competition can also assist organizations identify
purchasers' needs—and then develop new products or services to satisfy them. A competitor
analysis is important and can help the management of the company in identifying the
competitor’s strategies. As a result, the company will be able to develop effective strategies in
order to overcome the same and thus, gain a competitive advantage against other players in the
market (Haque,and et.al., 2017). The respective company, Boulevard Banbridge faces intense
competition not only from other shopping centers, but also from high street shops. This is
because they sell similar products to the customers and that too at affordable rates. Customers
mostly look for products that are in line with the latest trends and also, are not too expensive.
High street shops have gained popularity over the last few years and this has posed increased
level of competition over the company. Due to this, the overall number of visitors on the
company’s website as well as social media platforms has decreased.
In context of competition, online shopping has also made it important for the company to
strengthen its online presence. Online shops can boom their income and income faster than a

brick-and-mortar establishment because selling online gives the advantage of being open twenty-
4 hours an afternoon, seven days a week. Selling on line also allows shops to sell their products
in any part of the arena without extra expense. The situation is rapidly changing. The quantity of
people deemed secure to gather in a single location has diminished from hundreds, to masses, to
ten (Marasco and et.al., 2018). Restaurants, bars, film theaters, and gyms in lots of principal
towns are shutting down. Meanwhile many office workers are dealing with new challenges of
running remotely complete time. Essentially, people are coming to phrases with the realities of
our interconnected global and the way tough it's far to temporarily separate those connections to
others. To say that we are living in unheard of instances seems like a real understatement. One of
the responses we’ve seen to how humans are drawing close this period of isolation and
uncertainty is in huge in a single day adjustment to their purchasing behaviors. From bulk-
shopping for to on line purchasing, people are converting what they’re shopping for, when, and
the way. As greater towns are going under lockdowns, nonessential businesses are being ordered
to shut, and clients are normally warding off public locations. Limiting looking for all however
vital essentials is turning into a new ordinary. Brands are having to conform and be flexible to
meet changing wishes.
There are also different retail parks that pose competition to the respective company, The
Boulevard Banbridge (Mothersbaugh, Hawkin and Kleiser, 2019). This is because they offer a
lot of other facilitites to the customers which in turn helps in attracting a greater number of
customers. This includes a variety of food and drink options, entertainment as well as leisure
options etc. Customers are attracted to the same and therefore, they follow and connect with the
company on different online platforms. Currently, the competitors of The Boulevard Banbridge
are adopting the different strategies in order to attract customers (Hunt, 2017). Not only this, they
are also conducting surveys in order to analyze the trends in the market. this further helps in
developing effective strategies. With so lots of our daily sports now occurring online and nine
out of ten American adults using the net, it can appear logical to assume that retail purchasing
will also come to be a often digital interest. UK marketers are facing comparable strategic
demanding situations on the subject of identifying the excellent stability among on line and
offline advertising and marketing efforts. It might be imprudent however, to make commercially
essential selections on the general notion that the cease of bricks-and-mortar retail is now close
to and that everyone our buying will pass online irrevocably inside the coming years.