The new site will feature designs and offers chosen to appeal to the site’s growing female customer base, which accounts for 70 per cent of the one million site subscribers. Users will see more theatre and hen party package offers, along with creative by Aardvark Media tailored to female tastes.
Customers will be able to plan and book multi-venue nights out via a new party package feature, withouth having to leave the site. Offers will be siplayed on a banner ‘carousel’ freature, designed to appear prominently without interfering with site design. Aardvark Media has also embedded a Google Maps feature allowing users to zoom in on locations and click through for images.
Simon Gaske, marketing manager for Novus Leisure, said that its customer base has grown by 40 per cent over the last year, adding that the relaunch should accelerate growth.
Chris Johns, Aardvark Media, said: “Leading sites need to think in terms of constant evolution rather than the standard two yearly redesign. Latenightlondon.co.uk is evolving to suit user preferences, which is why it has managed to maintain growth in a very competitive marketplace.”
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