Borough Market is London's most renowned food market and has been operating in its current location since 1014. Borough Market is regarded as a mecca for food lovers drawing in large numbers of visitors from all over the UK and internationally.
We were asked to create a website that reflected the vibrancy and diversity of the market while showcasing the variety and quality of the specialist traders operating at Borough. Like all markets, visitors to Borough Market can often find it a challenge to know where to find things so we felt that it was vital that visitors to the website were able to plan their trip online before they arrived in person.
We set out to create a website that really allowed people to savour the atmosphere of the market and encourage them to explore.
We felt that a great way to encourage exploration of the website and the market itself was to prominently feature recipe ideas. Arriving on the homepage, visitors are inspired by tantalising recipes featuring a range of ingredients available in the market and information on where they can be bought. The effect of this is that shoppers will visit more traders and remain in the market for a longer period of time and increase their spend while they are there.
The website is enhanced by an interactive map of the market allowing people to navigate their way through the market by food type, traders, recipes etc. To allow people to share their experiences of their visit to the market, we integrated the website with a Flickr group featuring thousands of evocative images conveying the energy and diversity of Borough Market.
The result is a hunger inspiring site which fully reflects the rich and eclectic character of the market and allows people to more easily plan their visit to get the most out of what Borough Market has to offer.
The new website launched in March 2010 and website page views have increased by almost 20% in the first month alone.
What we did:
- Content Management
- Mailing List Manager
- Interactive Map