Vornado Realty Trust strategically purchases "C" class malls with the intention of improving them to "B" or "A" class malls. In order to reposition their malls, they needed to redesign their mall websites to be more consumer-relevant.
Scale began the engagement with a thorough competitive analysis and a customer survey, determining what consumers are used to seeing in each market and what they expect to see from a mall website. Scale designed a flexible website template that allowed customization for each of Vornado's dozen regional malls. Scale provided a styleguide and 5 retail-relevant, season-specific templates, allowing each of the Vornado web administrators to easily refresh the websites over time while keeping them within the new brand standards.