Broadway on the Mall Crowdsources its Website

Broadway on the Mall puts a lot of care into its website, so we’re not surprised that they looked for a little outside input for their recent site redesign.

While the site was still under construction, the Australian shopping center looked to its newsletter subscribers for critiques on the new design. One email “Love Note” offered shoppers the opportunity to sign up to be a part of its VIP critique panel and get a sneak peek at the site. Those that contributed their ideas not only had a shot at shaping the website of their favorite shopping center, they also were entered to win a $500 gift certificate.

Now that the site is up Broadway on the Mall could rest on its laurels, but its still looking to its website visitors to keep things evolving. It asks visitors to explain their favorite thing about the new site in exchange for a shot at a $100 gift card. It’s about as simple, and cheap, as market research can get, and it’s polling the community most likely to care.

We should note that it looks like the critiques did their job. The new site is elegant, modern, and very functional (far more so than the center’s previous site, which was beautiful but a bit lacking in up-to-date features).

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