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At a glance

The client

With over 90 million visitors a year to their 25 designer outlets in 8 countries – Austria, Canada, France, Italy, Germany, the Netherlands, Spain and the UK, McArthurGlen are Europe’s leader in designer outlet shopping.


A fully integrated, transactional, global rollout of 25 outlet websites and a Corporate portal with ongoing functional upgrades and 7 day a week support


Strategy, Technical design, UX Design, Brand interpretation, Creative, React Native, Optimizely, SalesForce, Search


Designed and rolled out 26 sites in 2016

Digital Partners in Strategy, Design and Development

7 day a week support from 7am to 11pm UK time

Joint KPI’s agreed year on year that meet the business requirements

The challenge

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 Optimizely CMS and deployed on their cloud platform.

Once deployed McArthurGlen required a Digital Partner that could work closely with them to enhance the platform year on year, based on the business requirements, and provide 7 day a week support for all the Centres and their websites

The solution

The resounding success of the Roermond pilot meant an accelerated rollout for the remaining 24 outlet sites with the first three launching before Christmas 2016 and the remaining 20 phased over the first quarter 2017. The DAM team led this rollout and have continued as McArthgurGlen’s Digital Partner providing training, content entry support, SEO consultancy, multivariate testing, programme management and 7 day a week Support whilst working closely with Senior Stakeholders to plan and run a continuous improvement work-stream across all 26 sites on an annual basis

I have been hugely impressed with the incredible work ethic, technical and creative skills and capabilities Dam Digital has brought to bear maintaining and continuously developing our Digital Platforms. The way in which they have taken ownership and responsibility for all aspects of project delivery as well as building a solid relationship with out IT department has been exceptional . Along side this they have worked closely with the complex array of stakeholders as well as the challenging timelines which has been truly world class.

Andrew Lapham; Head of Digital Customer Experience

The result