The Boulevard Banbridge: Strategies to Increase Website Traffic Report

This report focuses on The Boulevard Banbridge, a discounted shopping outlet in Northern Ireland, and addresses the challenge of increasing website traffic and customer engagement. The analysis includes an executive summary, introduction, research, and proposed solutions. The research section defines the problem of low website traffic, sets project aims and objectives, and outlines plans to achieve them. It includes findings from commercial reports, detailed consumer and competitor analysis, and results from the analysis. The report employs frameworks like Porter's Five Forces and PESTEL analysis to understand the competitive landscape and external factors impacting the business. The report provides actionable solutions to increase website traffic and enhance the overall shopping experience, aiming to attract a younger demographic and improve online presence. The report also emphasizes the importance of effective marketing strategies, website innovation, and social media engagement to achieve its objectives.

The Boulevard Banbridge –
Ways to increase traffic on
website

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........................................................................................................................................
Part 1: INTRODUCTION..............................................................................................................................
Part 2: Research and Analysis.......................................................................................................................
Problem Definition.................................................................................................................................5
Project Aim............................................................................................................................................5
Objectives...............................................................................................................................................5
Plans to deliver objectives..............................................................................................................................
Findings from the study of commercial reports......................................................................................8
Detailed consumer and customer research..............................................................................................9
Detailed competitor analysis.................................................................................................................10
Results from the analysis......................................................................................................................11
Part 3: solutions............................................................................................................................................
Solutions........................................................................................................................................................
PART 4..........................................................................................................................................................
CONCLUSION.............................................................................................................................................
REFERENCES.............................................................................................................................................

Part 1: INTRODUCTION
The Boulevard Banbridge is the discounted 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
discounted 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 boulevard,2020).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%(The
boulevard,2020).Lately, the management of the company has analyzed that there is an increase in
the number of people who visit the shopping outlet alone. This will help it in increasing the
overall footfall in the shopping outlet (Fadillah, 2019). At this point, it is important for the
company to adopt measures to increase the overall footfall. 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 (Foltean, 2019). 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.
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.
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.
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). 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 (David, David and David, 2017). As greater towns are
going under lockdowns, nonessential businesses are being ordered to shut, and clients are
normally warding off public locations.

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 (Chari, S. and et.al., 2017).
Brexit's biggest downside is its harm to the U.K.'s monetary growth. Most of this has
been because of the uncertainty surrounding the final results. Uncertainty over Brexit slowed the
U.K.'s increase from 2.4% in 2015 to 1.0% in 2019.23 The U.K. Government predicted that
Brexit could lower the U.K.’s increase by up to six.7% over 15 years. It assumed the cutting-
edge phrases of free change however confined immigration. The British pound fell from $1.48 at
the day of the referendum to $1.36 the next day. That allows exports however will increase the
fees of imports. It has not regained its pre-Brexit excessive.
Generally, the sectors which might be maximum exposed to Brexit are much less exposed
to the financial impact of Covid-19 (Chen and Lin, 2019). The table underneath from the LSE
comparative paper beneath indicates adjustments in business volume in April of this year and the
anticipated impact of Brexit. Industries are ranked on the left-hand facet in terms of their
internet boom in commercial enterprise extent in April 2020: from least negatively affected to
most negatively affected.
On the other hand, there are also certain impacts of Covid-19 on the overall operations of
the different businesses in the United Kingdom. UK agencies either exporting to China or having
huge Chinese operations are predicted to be affected by the coronavirus outbreak. China
accounted for 9.4% of total items imports from the UK in November 2019. China is also some of
the five biggest markets for UK’s imports (Cheng and Liu, 2017).

Results from the analysis
Therefore, from the above report, it has been found that the UK market is dynamic and
highly competitive. It is important for the companies operating within the industry to keep
innovating their services as well as facilities because the customers’ buying behavior has
changed. The buying behavior of the customers is mostly influenced by their exposure to the
different online websites of different brands as well as their social media pages (Das and Saha,
2017). For instance, the reality that spending on parking via citizens of internal London has held
up greater than via residents of the relaxation of England, want no longer imply that parking
income of councils in internal London has held up higher. Again, there is scope for similarly
studies, using information that may be damaged down through vicinity of buy, instead of area of
house, and councils’ personal sales forecast and outturns data.
Part 3: solutions
Strategic planning
 Insights and Research
From the above made research it can be said that in Boulevard Banbridge the main attraction is
to use the overall vision & ambition of the brand towards offering a redefined a retail experience
to their customers (Keegan and Rowley, 2017). They are willing to invest in essential elements
for success, making site improvement and further use of a integrated marketing approach. The
major insights of this research has been that the buying behavior of customers is affected by
many different types of exposure to online websites, brands and social media pages. There is
need to evaluate the behavior of local audiences and their buying patterns.
 Target Audience
The main target audience for Boulevard Banbridge is having a target base of customers from
various suitable locations. They are already having a existing base of customers from island of
Ireland. Now they are further willing to expand this market segment by opening of their stores
for other outlet destinations for enhancement of cross border trade.
 The Marketing Mix of 7Ps, if applicable to your project