Bank’s mall gets revamp.

Barclaysquare, the internet shopping mall operated by Barclays Bank, is undergoing a revamp which is intended to lead eventually to a big expansion in the range of products available for sale.

Barclaysquare, the internet shopping mall operated by Barclays Bank,

is undergoing a revamp which is intended to lead eventually to a big

expansion in the range of products available for sale.



So far, there is a new look and feel, designed and produced by new-media

agency Wicked Web, and an editorially-led approach which moves the site

noticeably away from the ’shopping mall’ metaphor it followed before.



Barclays has hired an editor, Amanda McCrystal, to produce The Cafe, a

weekly-updated online magazine that looks at shopping and consumer

issues.



Reciprocal deals struck with consumer print publishers mean that much of

the content will carry the authority of those titles - tests of desirable

consumer gadgetry courtesy of T3 magazine, for instance, or men’s shirts

reviewed by Esquire.



The articles are heavy with recommended items, none of which are currently

sold on the site. In fact, the number of ’stores’ on the site is still

just six, including Interflora, Victoria Wine and the much-maligned

Argos.



”We want to get to the point very quickly where, if something is

recommended, you’ll be able to click on it to buy it,” said Stuart

Haining, product and marketing manager for Barclays’ Emerging Markets

Group.



Great emphasis is also being placed on ease of use and security, and the

site now offers the Barclaysquare Safe Shopping Guarantee, which promises

to reimburse customers ”in the unlikely event of fraudulent use of your

credit card as a result of a Barclaysquare purchase”.



There is also a Smart Statements feature which allows shoppers to see

details of past purchases and check the status of current orders.



The challenge for Barclaysquare, however, will be more than just getting

people to visit, but also to persuade them that a bank is a credible place

to buy things like digital cameras and lingerie, especially when the

competition includes the likes of Virgin Net, which is aggressively

pursuing e-commerce.



Despite the site not yet being promoted heavily externally, traffic stands

at around two million impressions a month.



Become a member of Campaign from just £77 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content