• Industry: Retail
  • Platform: Magento 2
  • Client since : 2010

The client and the challenge

Ivanhoé Cambridge is a responsible, global investor in high-quality real estate properties, projects and companies around the world. The company holds interests in more than 1,100 buildings, primarily in the industrial and logistics, office, residential and retail sectors, with over CDN $60B in assets. Ivanhoé Cambridge turned to Axial to develop multilingual, secure transactional websites for gift cards for 21 of its shopping centres.

The Objectives

  1. Develop 21 transactional websites and seamlessly integrate them with the main website
  2. Ensure a seamless multilingual experience
  3. Create a wide range of barriers with multiple providers to limit potential fraud
  4. Continuously monitor the websites’ performance to optimize conversions.



The solution

Axial worked with several key stakeholders at Ivanhoé Cambridge to create an online platform so that the shopping centres could transition from selling physical to digital gift cards. It was critical that the websites were as secure as possible to mitigate fraud. Axial also deployed different data collection techniques so that the platform could evolve based on data and customer-centric information.

The results

*Data compared between 2018 and 2020




increase in the sites’ conversion rates *
increase in revenues

What the project team had to say

Axial has been a key strategic partner for Ivanhoé Cambridge since 2017 in achieving our gift card sales targets. The initial and ongoing analyses were crucial and very well conducted by Axial experts and in close collaboration with our marketing, finance, operations and other external partners in order to define and prioritize our business needs as well as the client experience. B2C and B2B transactional solution deployments are always carried out on a timely basis, in an agile, yet orderly manner, and always with an impressive level of quality. Axial is staffed with seasoned, committed, and empathetic experts who are never afraid to take on new challenges!
Mikaël Calvez - Director, Marketing Services, Shopping Centres
It’s been four years I have been working on a monthly basis with the Ivanhoé Cambridge team. Each time, we discuss the performance levels of the platform and exchange ideas in order to boost results even more. It is extremely motivating to work with a client that is completely aligned with our values and that we share the same goals.
Émilie Roy - CRO Strategist

Key takeaways

  1. The end is just the beginning! Once we launched the gift card platform, it was important for us to consistently monitor the results and optimize the user experience for better results. Continuous improvement is, without a doubt, a key success factor in any e-commerce project.
  2. Selling a product that is highly in demand with fraudsters requires a rigourous development process, a robust platform and additional measures to secure each transaction.

Work's extent

  • Analytics
  • User research
  • Competitor and market benchmarking
  • Conversion optimization strategy
  • Unique value proposition and key messages
  • Growth-driven design
  • User experience design (UX)
  • User interface design (UI)
  • Website copywriting
  • Systems integration and automation
  • ERPs, CRMs, Accounting software, Shipping solutions & APIs
  • Quality assurance
  • Performance optimization
  • Accessibility compliance
  • Infrastructure and hosting
  • Custom development
  • 24/7 support
  • Conversion rate optimization
  • Landing page optimization
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