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Liverpool ONE


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challenge we set ourselves at Liverpool ONE, and which is integral to the ongoing success of Liverpool’s city centre, like many others. The internet is a fantastic way for people to shop. It’s


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quick, easy and purchases can be delivered to you. Yet the quality of experience that online shopping delivers is limited, and unreliable, and it is the antithesis of this we focus on at Liverpool ONE. We recognise visitors to Liverpool ONE want to do more than shop. They want a day out, an opportunity to socialise with friends, to be entertained and to experience something new. Whisper it quietly; there is much more to shopping


than shops. Entertainment is a key way for built environments to


differentiate from online, and as a result to meaningfully engage with consumers to build loyalty. From day one, we have brought flash mobs, catwalks, open-air music performances and cookery demonstrations to visitors. There have been ice rinks and Christmas Coca- Cola lorries, reading trees and pianos, and evening as well as daytime events. We have also listened to our customers and


responded by carefully curating the tenant mix to make sure there is a good variety of restaurants and leisure facilities to complement the stores. This includes the 14-screen Odeon cinema, and has seen us increase our food and beverage offer by 50% since Liverpool ONE opened. An exciting mix of leading retailers will always be


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01 Liverpool ONE’s Christmas display


important and our pro-active asset management approach, which clusters together businesses that feed off each other, creating clearly defined districts, has proven popular with retailers and customers as destinations in their own right. In the last 12 months alone, more than new 20 brands have opened in Liverpool ONE, many making their regional debut. Brands now include Harvey Nichols’ Beauty Bazaar, where customers can get their hair, nails and make-up done before a night out or a day at the races, Michael Kors and Hugo Boss, and Victoria’s Secret opens in the summer. Another growing trend is for retailers to be aligned


with owners, as they work all possible channels as one. We see this in practice in Liverpool as retailers pull


s the online retail sector goes from strength–to–strength, how can traditional high streets and shopping centres continue to thrive? Finding a positive reaction is a


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