Bullring Birmingham redesigns digital hub to capture mobile shoppers

The site revamp, executed in collaboration with personalisation specialist Firney, addresses a clear shift in visitor behaviour. Data revealed that shoppers were increasingly using the platform on mobile devices while in transit, seeking specific information rather than browsing. To reduce friction, owner Hammerson prioritised a mobile-first layout that simplifies navigation between store listings, dining options, and event schedules.

A central component of this strategy is the introduction of AI-powered search, which allows visitors to use natural language queries. Instead of searching for individual store names, users can input phrases like “Friday night date night ideas” to receive curated suggestions. This shift has yielded measurable performance gains, including a 60% improvement in page load speeds and a 1.6-fold increase in user sessions. The Bullring project serves as a pilot for a wider digital transformation across Hammerson’s portfolio, scheduled to continue through mid-2026.