Shopping Centers Today

MAR 2017

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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M A R C H 2 0 1 7 / S C T 45 Like retailers striving to stay fresh to attract customers, shopping center owners are redesigning their websites to buttress their brands, improve communication with the target audience and deliver information that is more precise. Among the companies that revamped their websites last year were Butler Enterprises, InvenTrust Properties, Kimco Realty Corp. and RPAI. Those working on new designs as of early this year include Starwood Retail Partners and The Woodmont Co. Websites these days typically are designed to be viewed on smart phones and tablets, offer full-page scrolling and simpler navigation rather than tabs along a horizontal bar, can be easily updated and, perhaps most important, feature high-resolution images and videos. "A person's first point of contact with a company is often its website, and we want to put our best face where people start," said Rebecca Galuppo, vice president of marketing at Fort Worth, Texas–based Woodmont, which is launching a website redesign this spring that will crown an ambitious rebranding effort. "We're coming from a more traditional site that everyone knows how to use, but it's dated." Kimco Realty launched its new design last May. The firm's home page now features short film clips that provide bird's-eye and street-level views of its properties. Five shopping centers were in the rotation as of early this year, and the firm was working on adding more, says Diane Agostinello, director of marketing and leasing services. "With the technology available today, video is the best way to get people's attention," she said. "Visitors don't have time to read a lot of text, and something visual is much more effective." Similarly, Butler Enterprises, which launched its new website last year, added a video montage that highlights the company's history and Smart landlords maintain their websites as scrupulously as their shopping centers BY JOE GOSE

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