* Virtual reality and social networks: the key factors of the XXI century information

* New communication channel for the new clients profile.

* Bidirectional dialogue, the new marketing, also in the fashion business

Park Avenue, the outlet gallery outlet in Megapark, just about to celebrate its third birthday, has announced the launch of its new website, where the most advanced technologies of the 2.0 web have been applied. Park Avenue is the first and unique outlet centre in Northern Spain, and because of this has also aimed to become the first one in developing this type of website, but on the national level.

Virtual reality, social networks, blog and a microsite for their VIP clients and a no ending content specifically developed for the web and its users is exposed considering its appearance, usability, comfort, entertainment, and practicability; an interactive shop window for Park Avenue.

“We aimed to achieve two objectives, on the one hand, just reflect our own personality and represent the values and image of the retailers trading at the scheme; while, on the other hand, converting our virtual world in a bidirectional communication channel. We did not want to create a window, we wanted to motivate a touchable relationship with our clients”, commented Ibone Uriarte, marketing manager of the centre.

Shoppers profile has changed and has become an information plaintiff; they want to connect from/to anywhere 24/7 and receive the most precise and updated information. They also claim for a voice and a role, so this need must be satisfied.

Just few data:

Facebook counts with more that 150 million users, with an average time of 5 hours and 35 minutes per user/month.

Two million daily request in google

346 million blog readers.

100.000 videos uploaded in youtobe

The use of social networks and the web 2.0 increased a 82% in 2009.

“The development of the new website has supposed an investment of several months and a multifunctional team in order to cover all the requirements in terms of programming, aesthetics, usability… but finally the result has been superb, even though the final grade should be assigned by our clients” pointed out Uriarte.

A local company, Xelectia, in collaboration with Virtualware has been the responsible team of the project, where their expertise background in retailing was one the most relevant abilities when conceiving the website. “ If we were asked to highlight something about park-avenue.es, we would definitely mention the scenification of the virtual reality and the surfing experience in this online world. Through the loyal representation of the scheme, the user can really feel it is visiting the centre, where its is possible to play with different perspectives, find out more information about each retailer and discover an online fashion show, in order to learn about the trends by creating an inspirational shopping environment. “This is the information of the XXI Century: real, updated, fresh and taken care of”, assessed Hugo de Juana, manager of the company.

Although online shopping has not yet been offered, it might be considered in the future. “Nowadays our clients still prefer the onsite shopping experience: where the senses play an important role: the smell of the gardens at the scheme, listens to the played music, taste the Lindt chocolates at their tempting boutique, and finish up a day with a meal or a movie session. The website is the caramel to make them visit and enjoy, it is the first step of the total shopping experience at Park Avenue”, added Uriarte.

ww.park-avenue.es

Ibone V. Uriarte

Gerente de Marketing

Jones Lang LaSalle España, S.A.

P.C. Megapark Barakaldo

Avda. La Ribera, s/n

48.903 - Barakaldo

Tfno.: 944 181 020

Fax: 944 781 700

http://www.park-avenue.es