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Key Topics
- Requirement
- Solution
- WEBSITE PLANNING
- INTRODUCTION AND BUSINESS BACKGROUND
- BUSINESS GOALS AND WEBSITE GOALS
- COMPETITOR WEBSITE ANALYSIS
- TARGET AUDIENCE AND USER ENVIRONMENT
- USER TASKS
- WEBSITE CONTENT AND DEVELOPMENT TOOLS
- WEBSITE CONTENT STORYBOARD
- WEBSITE TEMPLATE DESIGN
- PROCESS ANALYSIS
- MARKETING TECHNIQUES
- CONCLUSION
Requirement
WEBSITE PLAN
Concept/ Ideology of what I have in mind:
? Till date there has been no major food establishment centre like Sunny Bank Hills (QLD 4109) in Brisbane.
? The first 24hour shopping centre in Queensland.
- http://www.melbournecentral.com.au/centre-info/opening-hours
? I am rounding/ attracting local & foreign investors to establish and build a mega food centre complex to cater to the local and Asian markets in preparation for Commonwealth Games 2018 which will be held in Gold Coast. Some of the vendors will be poached from current favourite stalls that locals in gold coast and Brisbane frequent.
? 40 international F&B establishments selling everything else at a much more affordable rate with inbuilt;
- Free public Wi-Fi(60 modems + routers to ensure the fastest connectivity speed)
- 28 Free (Osim) massage chairs to cater to elder folks should they feel tired or need a rest.
- 120 CCTV coverage surrounding both internal and external of the mall to ensure safety at all times. ( 20 security guards
? Catering for disabled and elderly as primary focal point !!!!
Solution
WEBSITE PLANNING
INTRODUCTION AND BUSINESS BACKGROUND
This report will be focusing on the marketing strategy to build up a 24-hour shopping cum mega food center catering to the local and popular ethnic cuisines in preparation for the commonwealth games in 2018. Till date, there has been no major food establishment centre in Sunnybank Hills, Brisbane. This shopping centre shall be equipped to cater to the needs of consumers from all walks of life. There shall also be a mega food centre in the mall which shall have F&B establishments from the local and popular ethnic cuisines. Local and foreign investors have also been invited to open up their ventures in the food centre keeping in mind the approaching Commonwealth games in 2018.
This shopping centre will give extra attention to the disabled/elderly customers with special facilities provided for their welfare and convenience such as separate elevators, escalator ramps, manual assistance, medical facilities, etc. the needs of children and parents accompanying will also be catered to with proper and efficient day care facilities and medical facilities.
The mega food centre shall provide for a large variety of cuisines and restaurants to choose from and have an enjoyable meal. A large portion of the population in Sunnybank Hills is Asian and hence Asian cuisine shall be given special attention. There shall be adequate seating arrangements to house all the restaurant comers on a busy day with special attention given to provide for comfortable seating arrangements for the disabled and elderly. Several popular local food stalls that the locals in Brisbane and Gold Coast frequent shall also be accommodated in the food centre. There shall be 40 international F&B establishments selling everything else at a much more affordable rate, with inbuilt,
Free public Wi-Fi (60 modems+ routers to ensure fastest connectivity speed)
28 Free (Osim) massage chairs to cater to elderly persons should they feel tired or want to rest.
120 CCTV coverage surrounding both internal and external of the mall and 20 armed guards to ensure safety at all times.
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BUSINESS GOALS AND WEBSITE GOALS
The purpose of making a 24 hours shopping cum food centre is so as to be able to cater to the needs of the customer at any hour of the day. The main goal is to increase the availability of goods and services for the public. Another goal of this establishment will be to cater to the needs of the disabled and elderly as, here in Sunnybank hills a large chunk of the population belongs to age group of 65+.
Other business goals are to maximise the availability of products and services. An enjoyable experience for the customers is the primary focus. The financial goal of the business would be to increase the annual sales turnover of the establishment by 15% by 2020. It shall strive to increase the brand awareness of the products being sold at the shopping centre by at least 30% by 2018.
The shopping cum food centre shall also come into collaboration with various welfare organisations targeted towards the welfare of the disabled and the elderly and 2% of the annual revenue shall be forwarded to these organisations in furtherance of their cause.
The website of the shopping cum food centre shall be created mainly to make a user friendly interface for people to access any information regarding the centre in a quick and efficient manner. The main goal of the website is to give customers an easy access to our services on the go. The website shall also provide for online shopping and ordering food online for customers who wish to shop and eat at home.
The website shall strive to increase the amount of unique visitors to the shopping centers website to at least 40 persons/day and also increase the number of purchases made online to minimum 20% by 2020.
COMPETITOR WEBSITE ANALYSIS
Taking into consideration the websites created by other competition establishments, the website of the shopping centre is a lot more user-friendly. It has very easy access with no need for registration for users who do not log in very often. The website shall be kept clean and simple to maximize efficiency and provide fastest possible speed of browsing.
Establishments like Melbourne Central have their own websites which provide access to information needed by their customers such as announcements of upcoming events, promotional advertisements, etc.
The website for this shopping cum food center shall also provide access to similar information to its customers and more. The website shall provide for a separate interface for the announcements of the upcoming events and latest information regarding promotions and discounts to keep the customers up to date with the latest developments.
TARGET AUDIENCE AND USER ENVIRONMENT
The society around Sunnybank Hills is mostly a mixture of locals and migrants. However, a large chunk of the population around Sunnybank Hills, Brisbane consists of migrants, largely, Asians.
The median household income in Sunnybank Hills is roughly AU $1297. Acc. to this, the products and services that are available in the establishment will be in accordance to the basic of the target audience. A large chunk of the population in Sunnybank Hills come under the age of 15 or over the age of 65. The establishment will make special provisions for this section of the target audience so as to provide all customers with comfortable, enjoyable and wholesome shopping experience.
The user interface of the website shall be available on all latest PC software, the App will be available for free for all android and IOS users. The PC website shall be compatible with all the latest PC browsers and mobile browsers.
USER TASKS
There are various user tasks that customers can perform on the website. Such as-
Make online purchases
Order food online
Make online payments for various purchases
Book tickets/ make reservations at the restaurants
Be automatically linked to payment areas
Upload/ view videos/photos of any event/ advertisements
Comment/ publish reviews
Give feedback and suggestions
Be automatically connected to collaborated welfare organisations.
Make donations to collaborated welfare organisations.
WEBSITE CONTENT AND DEVELOPMENT TOOLS
The website will be plain and simple with proper visuals and images explaining the business structure and background of the shopping center. The website will be divided in tabs or sections describing the details about the shopping centre. The main tabs which are to be included mandatory in the website are:-
The home page giving summary and links to latest news, upcoming events and offers in the stores. It will further be divided into an about section which will explain about the goals of the organization and its target audience.
Business and development section will tell about the various investors, major patrons and a brief of the yearly goals to be achieved by the organization. It will also provide for lease and license of the shopping space for various brands and companies along with offering special yearly/monthly memberships to the people.
The store directory will contain contact and general details of all the stores in the shopping centre which will be organized alphabetically, then floor/location wise and then according to the product and service category. It will also facilitate online shopping of the products available.
The Centre information will be the section where all the details of the facilities and services provided by the centre will be given. It will also include details of free wifi connectivity, restroom facilities, medical emergency, customer support, feedback and suggestions. This is the section which will stand out this 24x7 shopping centre from others.
Promotions and events will give latest announcements on any public event organized in the premises of the shopping centre. These public events can be a book signing event, art exhibitions, workshops, stand-up comedy shows, fairs and competitions etc.
The mega food centre will give details of all the Food and Beverage joints in the shopping centre. From high end luxury restaurants to daily fast food joints, this section will provide menus of these outlets and also provide online ordering of the food.
The cinema and entertainment section will give details of the multiplex and other entertainment facilities in the centre. It will also provide for booking movie tickets along with regular offers for app users and for booking it through the shopping centre website
The offers and deals section will list out all offers, deals and coupons for the stores round the clock. From discounts to happy hours in the restaurants, it will provide details, links (if any), and the time and conditions for the offers and deals.
Various tools used to generate the website will be the domain service provider, hypertext language softwares, and photoshop. Also the site will use various plugins for validating and adding on the information provided. For example, PayPal, major wallets and such transaction based plugins will be used for any online transaction on the website. Google maps plugins will be provided to pin point the location of the centre. Youtube and other video plugins will be used to show videos of the events and latest news of the Shopping centre.
WEBSITE CONTENT STORYBOARD
The basic page of the website will have a uniform subtle template with uniform but colourful palate scheme. The page will contain the name along with the logo of the shopping centre at top right and below the name will be the array of all the sections which will be accessed easily on one click and the major sections will also be divided into small drop down tabs for further details.. The custom animation of the transition of slides and images will neither too slow or too fast. The bottom of the page will contain a link to the privacy policy, legal section, contact information, language changing section and careers section if needed.
WEBSITE TEMPLATE DESIGN
The template of the website will be simple yet trendy and catchy. The basic background of the template will be white or off-white. The font used in the website will be uniform and simple which is easily readable. The tabs will be in a banner under the logo and the name of the shopping centre. The home page will be divided horizontally, with the latest offers and deals on a rolling type custom animation. Below the offers and deals will be the latest news in credits form and the upcoming events in the shopping centre. Below the news will be select testimonials by the known public personalities and local people who have visited the shopping centre
PROCESS ANALYSIS
The website will be created by professional website creators. The website will be owned by the main organization of the shopping centre. The right to copyright of the information provided will be with the company of the shopping centre and all the emails and public comments will be dealt by a team of website administrators along with the website development team. The regular updates of the website and the app will be done as and when required by the website developing team.
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The website will be marketed on all the major social media platforms by creating accounts and pages on these websites. Along with social media, the news of the opening up of the centre “Grand Opening” will be circulated in all of the local newspapers of full page size in all the used languages of the area for maximum approach. Flyers and posters about the shopping centre with offers will be put up at all the public places in the city as well as nearby cities and towns. Free shuttles service will be provided from other towns for easy access.
CONCLUSION
The business concept is to establish a 24 hour shopping cum mega food centre which caters to a variety of needs of the customer. It will be highly efficient and modern yet extremely convenient and comfortable. It is a priority of the establishment to cater to the special needs of the disabled and elderly persons and children, hence, special facilities to be provided to same. For eg. Separate elevators, daycare section for kids, medical facilities for both, etc. the website will also be an aid to the establishment as it will increase the platform of the establishment to a large scale.
This kind of establishment is a completely new and fresh concept to be introduced in Sunnybank Hills, Brisbane and will be whole new experience for the people.
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