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Matt Oxley

DotLabel enters new sector with marina client win

Leading digital agency DotLabel has branched out into a new market with a significant client win from the marine sector. The agency has been commissioned to work with Europe’s largest marina operator, MDL Marinas.

Specialising in marina development and operations, MDL Marinas has offices in France, Italy and Spain along with a Hampshire base. MDL has 19 sites across the UK, a marina resort in Catalonia, and a Super Yacht Marina in the bay of Naples. Offering an unrivalled and exceptional marina experience, MDL has ambitious plans to revolutionise the industry, bringing in DotLabel to help with the task.

DotLabel specialises in UX (user experience), which essentially ensures that a website, app or other digital presence is built around the needs of the audience. This is done by user research, focus groups, and testing among the target audience. The outcomes of UX often form a vital part of a company’s market intelligence, both on and offline.

Their work with MDL Marinas will involve detailed research into the operator’s core market, testing the viability of the business’ new strategy, and helping them target entirely new audiences.

Matt Oxley, director at DotLabel, comments: “UX goes far beyond just revamping a website or app. When done properly, the detailed research can inform the activity of an entire business. When we undertake a UX project, it’s not just about how a consumer will interact digitally, though this is the main purpose. What comes out of it is clear market insight. It’s not unusual for us to uncover new opportunities that the client hasn’t even considered.”

Speaking of the appointment, Adrien Burnand, Head of Marketing at MDL Marinas, says: “We are delighted that DotLabel is supporting us in our new plans with their proven UX capabilities. When choosing an agency, it was crucial to find a partner that not only understands our organisation, but one that can also bring a fresh perspective. Our online presence will play a huge role in supporting our future plans, and targeting new audiences. We really look forward to seeing the outcomes of DotLabel’s findings, and how they can help our business strategy.”

The new project with MDL Marinas also signifies a shift in the market, where traditionally offline businesses are beginning to understand the importance of a strong online presence.

Matt concludes: “It’s great to see an organisation that appreciates the value of user research and the impact it can bring to the success of a project. With an increasingly globalised marketplace, a business’ online presence is crucial, as this is often the first interaction for a customer. We want to empower businesses to understand UX, and realise that it isn’t a technical term for large corporates with large web teams. It starts with simply understanding your end-user.”

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