The brief was for two things: improve the Play-and-Stay brand, style and tone but also redesign the Play and Stay Web site to create a user-friendly, well designed and site that improves conversion rates and increases online revenue. This Web site needed to reinforce Play-and-Stay’s positioning as an “expert” to help drive customer loyalty and be suitably agile for long term growth.
The redesign needed to offer a wider product offering and more customer focused short-breaks holiday experience and improve the user experience with better on-site product merchandising