On mobile, visitors needed to move quickly between stores, categories, amenities, offers and centre information. Tenants needed stronger visibility within search and campaign content, while the marketing team needed a platform that could keep pace with a busy retail calendar. The challenge was to serve those overlapping needs without making the experience feel crowded or turning each update into a technical task.

The bespoke directory acts as a filterable source of store information, helping shoppers browse by category, interest and location. Around it, the content structure gives Crescent more room for offers, events, lifestyle features and seasonal campaigns. The interface remains clean and easy to scan, so tenant brands and current content stay prominent while practical details remain close at hand throughout the visit-planning journey.

We organised the site around the ways people search for retail destinations, individual stores and seasonal ideas. The taxonomy connected tenant pages, offers, events and campaign content, while technical SEO supported local discovery. After launch, the same structure could support a practical cycle of publishing and optimisation aligned with promotions, changing visitor needs and the centre's active events calendar.