Client case Wijnegem - Shop Eat Enjoy

A much-needed update for better shopping experiences

Wijnegem - Shop Eat Enjoy called on iO to give their outdated navigation units a much-needed upgrade. The technology dated back to 2016, and was failing, both in terms of design and ease of use for visitors and staff. For example, store information was updated manually, and the software and design were tired and out of date. Navigation was unclear and confusing to many users. In short, we needed every 'totem' to be more user-friendly – both for the visitors finding their way around, and for the staff working with them.

Challenge

Helping visitors to Wijnegem – Shop Eat Enjoy to find their favourite shops, without any assistance from shopping centre staff.

Solution

Upgrading existing information units to fully-fledged navigation tools with touchscreens, linked to an interactive web application.

Wijnegem Shop Eat Enjoy and iO: creative collaboration

Our collaboration with Wijnegem - Shop Eat Enjoy started in December 2021 and has developed into a sparkling creative partnership. Optimisations and improvements based on user testing, graphical updates and UX optimisations are continuing. Thanks to thorough tracking, and integration with Google Analytics and Tag Manager, we are gaining valuable insights about visitor behaviours.

Creativity and technology are by no means everything iO does for Wijnegem - Shop Eat Enjoy. As a strategic partner, we proactively help them navigate the rapidly changing digital world of marketing and communications. We share knowledge, connect strategy with creation and separate trends from the hype. Together, we invent, create and innovate.

Efficient content management with a central CMS

The challenge? Ensuring that the information on the navigation units is always accurate and up-to-date. In a busy shopping mall – with the constant turnover of new stores, and changing services and layouts – automation of updates was a must. Our experts developed a central CMS with Symfony and Vue3, so that staff could update information quickly and accurately without any technical knowledge. With one click, all content is up-to-date and synchronised on the smart totems, the website and the app.

"We can not ignore digital technology and the part it plays in delivering the very best shopping experiences. When we involved iO experts in our mission, we gained access to a lot of digital expertise in one fell swoop and ultimately it’s our visitors that benefit from this."

Werner Oliviers, Building & Facility Manager at Wijnegem Shop Eat Enjoy

Got questions? Let us know.

Tom Van Mierlo - Strategy Director

User-friendly design and up-to-date technology

The totems were introduced in 2016. After so long, both the technology and the design were not meeting the expectations of today's shoppers, and it was clear that it was high time for an update. In consultation with Wijnegem - Shop Eat Enjoy, the iO team designed new wireframes and a completely new, mobile interface. The result? Intuitive, interactive guides, that are perfectly tailored to the needs of the modern user.

The collaboration in figures

14 units with two screens per unit, across 61,913 m².

250

stores stored and managed in a brand new CMS.

million annual visitors and potential users.

Smarter routing and navigation

Large shopping malls can be overwhelming, especially for first-time visitors or people with reduced mobility. Traditional maps are inadequate, and overstretched store staff don't have the time to give everyone directions. That's why digital totems were introduced, but the way they presented information was confusing because of the lack of permanent landmarks and the different floor layouts were presented next to each other. The new design developed by iO places the floors on top of the others and adds clear landmarks. Now visitors find their way around faster and employees have more peace and time to concentrate on their daily work.

New application with QR code: get where you want to be in no time

To make navigation in the shopping centre even easier, the iO team developed an intelligent new function. Visitors simply scan a QR code on the totem and immediately see the map with the fastest route to their favourite store on their smartphone. Hassle-free, and there’s no need to download a separate app for it. This way, they can get to where they need to be in no time.

Do you also want to work on an innovative, digital platform that gives your target group control over their own navigation? Get in touch with iO today - our specialists love to hear new ideas.