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At a glance

The client

Having introduced the concept of designer outlets to Europe, McArthurGlen continues to take a novel approach to destination shopping and are home to the world’s most prestigious luxury, designer, and premium brands.


A fully integrated, transactional, global rollout of 24 outlet websites and a group portal with a new brand design


Strategy, Technical design, UX Design, Brand interpretation, Creative, Frontend & Backend build, EpiServer, TravelBox, Search


A new design, build and deployment in 30 days

25 more sites rolled out

53% increase YOY of customer engagement including dwell time, page visits and subsequent transactions.

The problem

McArthurGlen needed a new platform for their online presence – and they needed it fast. Taking the output of some in-centre user testing we put together a dedicated combined agency/client scrum team and designed, built, populated, tested and deployed a new site for their Roermond (Holland) outlet in just six weeks. The site needed to be in three languages, transactional, and integrated with internal and external systems for data collection and footfall data, the new site was built on the Episerver CMS and deployed on their cloud platform.

The solution

The resounding success of the Roermond pilot meant an accelerated rollout for the remaining 23 outlet sites with the first three launching before Christmas and the remaining 19 phased over the first quarter 2018. The DAM team have been leading this rollout and providing training, content entry support, SEO consultancy, multivariate testing and programme management whilst running a continuous improvement work-stream and planning and designing new versions of corporate, tourism and group websites.

I have been hugely impressed with the incredible work ethic, technical and creative skills and capabilities Dam Digital has brought to bear on this high profile project. The way in which you have taken ownership and responsibility for the project delivery. Then dealing with the complex array of stakeholders as well as the challenging timelines has been truly world class.

Kulsoom Kausher; Digital Delivery Director

The result