26 November 2015

Nucleus ensures P&O Cruises responds to mobile demand

The entire P&O Cruises website is now fully optimised for mobile devices, from smartphones and phablets to tablets and desktops. With the majority of website traffic now mobile, and more than a quarter of online revenue booked on mobile devices, customers are demanding first-class mobile experiences.

Nucleus has been retained by P&O Cruises to design, develop and support the P&O Cruises website, www.pocruises.com, since 2010. The site was awarded “Britain’s favourite cruise website” and won five back-to-back Travolution Awards and the 2015 Festival Of Marketing Award for Excellence.

Against a backdrop of growing mobile web traffic and Nucleus’ own Mobile Web surveys confirming the rapid changes in consumer browsing behaviour, P&O Cruises decided to invest in optimising the entire website using responsive design to ensure the user experience was consistently good across all devices, with adaptations only when really required for usability.

P&O Cruises head of digital Pete Burns said “We are delighted with this work. It was a huge challenge to get a site as big and complex as ours to work well for mobile but it really holds together well and I am confident it will be well received.”

In July, Nucleus released its 9th wave of research into the mobile web that has charted the rise of mobile since 2011, reporting that mobile transactions are growing 551% year-on-year, and now accounting for an average 34.1% of all online travel transactions.


About P&O Cruises

Today, as Britain’s Favourite Cruise Company, P&O Cruises has a fleet of eight ships offering holidays tailored to British tastes combining genuine service, a sense of occasion and attention to detail, ensuring passengers have the holiday of a lifetime, every time. Azura was launched in April 2010 – officially named by Godmother Darcey Bussell CBE. Adonia was added to the fleet in May 2011, named by Dame Shirley Bassey, DBE, and Britannia was added to the fleet in March 2015, named by Her Majesty The Queen.

About Nucleus
Nucleus is an independent brand consultancy that combines design, digital and intellectual property expertise to help its clients achieve their brand objectives, through:

Brand Promise – defining and articulating brand purpose
Brand Experience – creating compelling brand experiences in a mobile digital world
Brand Asset Management – registering and protecting Brand IP

Current Nucleus clients include: Azerai, Champneys, Crédit Agricole, Coronation Capital, Indosuez Wealth Management, Inntravel, P&O Cruises, Rothschild and sQuid.



Contact details for further information:

Nucleus: Peter Matthews, CEO pmatthews@nucleus.co.uk
Or Silk Kimsart, PA to CEO skimsart@nucleus.co.uk
tel: + 44 (0)208 398 9133