VIRTUAL LEARNING ENVIRONMENT (VLE)

Streamlining Entries and Celebrating Excellence in Convenience Retail

CLIENTS

Better Retailing
New Trade Media

LOCATIONS

Manchester
London

SERVICES

Web Development
Branding

THE SITUATION

Better Retailing sought to enhance its annual awards program by creating a modern, user-friendly portal for retailers. The goal was to simplify the submission process, encourage participation, and highlight excellence in the convenience sector, all while capturing valuable audience data and boosting engagement with the Better Retailing platform.

PROBLEM

The previous awards entry system was cumbersome and time-consuming, discouraging participation from busy retailers. It lacked the flexibility for users to submit category-specific entries and did not effectively showcase the value of the awards or support Better Retailing’s objectives of growing its registered user base and audience data.

SOLUTION

We developed a custom awards portal using a WordPress VLE platform, tailored to Better Retailing’s needs. The portal featured an intuitive interface for retailers to log in, select categories, and submit entries with supporting materials such as photos, videos, and testimonials. Automated confirmations, category-specific landing pages, and a streamlined judging dashboard ensured efficiency and a seamless user experience for both entrants and organisers.

RESULTS

The new portal significantly increased the number of award submissions, with higher engagement from retailers across multiple categories. The improved UX design reduced submission time, making participation more accessible. Better Retailing also saw an increase in registered users and gathered richer audience data to inform future initiatives, achieving both their operational and strategic goals.

GOALS

  1. Simplify Submission Process: Develop an intuitive and efficient awards portal that enables busy retailers to easily complete their entries. Provide clear navigation, category-specific options, and straightforward submission workflows to minimise time and effort for users.
  2. Enhance User Experience: Create a visually appealing and modern design that reflects Better Retailing’s professional and community-focused identity. Ensure the portal is user-friendly, with responsive design elements for seamless access across devices.
  3. Drive Engagement and Participation: Encourage greater participation by incorporating features like tips for strong entries, multimedia upload options, and automated confirmations. Make it simple for retailers to highlight their achievements and feel motivated to compete.
  4. Support Judging and Data Insights: Build a robust backend for Better Retailing’s team to manage entries efficiently. Include a dynamic content management system (CMS) for organising submissions and capturing detailed audience data to support future marketing and outreach strategies.
  5. Align with Strategic Objectives: Leverage the portal to grow Better Retailing’s registered user base and strengthen connections with independent convenience store managers. Showcase the awards as an opportunity for retailers to gain recognition, build their profile, and improve their business.

RETAILER ENTRY FLOW

The flows for the 2025 Better Retailing Awards portal are designed to provide a smooth, efficient, and intuitive experience for both entrants and judges. These flows ensure the portal is easy to navigate, fosters meaningful participation, and supports the efficient management of entries, benefiting all stakeholders.

 

  1. Log-in/Account Creation:
    • Retailers log in using existing Better Retailing credentials or create a new account.
    • Account details auto-populate stored information where applicable, reducing data entry time.
  2. Category Selection:
    • Entrants land on a dashboard displaying all award categories.
    • Each category includes an overview, criteria, and specific questions to guide submissions.
  3. Submission Process:
    • Retailers select one or multiple categories and provide written answers alongside supporting evidence (e.g., images, videos, or data).
    • Dynamic forms guide users with pre-filled text fields and clear input instructions.
  4. Final Submission & Confirmation:
    • Retailers review and submit their entries.
    • Automated confirmation emails summarise submissions and provide a reference ID for tracking.

UX ENHANCEMENTS IN FLOWS

  1. Responsive Design: Ensures seamless access across desktop and mobile devices.
  2. Progress Tracking: A step-by-step progress bar keeps retailers informed about their submission status.
  3. Dynamic Answer Guidance: Category answer pages include prompts and examples to help users craft compelling entries.

KEY TAKEAWAYS

The Better Retailing Awards portal was a resounding success, achieving its goal of streamlining the awards submission process while enhancing user experience and participation. By addressing both retailer and administrator needs, the platform not only simplified entries but also strengthened Better Retailing’s engagement with its target audience. Here are the key elements that contributed to the project’s success:

STREAMLINED USER EXPERIENCE

The portal’s intuitive design and category-specific guidance ensured a frictionless experience for retailers. From pre-filled fields to dynamic answer prompts, the platform made it easy for users to complete their submissions quickly, even during busy workdays.

ENHANCED VISUAL APPEAL

A clean, modern interface with category icons, responsive layouts, and strategically placed visual cues provided a professional yet approachable feel. This design reinforced Better Retailing’s identity as a forward-thinking industry leader and encouraged greater participation.

EFFICIENT JUDGING PROCESS

The backend system revolutionised how entries were managed and assessed. With organised submission views, embedded evidence, and scoring tools, the judging process became faster and more accurate, saving valuable time for administrators.

INCREASED ENGAGEMENT AND REACH

Through automated notifications, deadline reminders, and strategic UX elements, the portal kept retailers engaged throughout the submission process. Additionally, the focus on multimedia evidence and meaningful category prompts helped Better Retailing collect richer insights about its audience, fostering stronger community ties.