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Liverpool One targets Manchester shoppers

Trafford Centre also in sights for Christmas customers

Published on September 15th 2010.

Liverpool One targets Manchester shoppers

Liverpool One is aiming to poach shoppers from Manchester city centre and the Trafford Centre in the run up to Christmas.

Two Manchester PR agencies have picked up the £1.5m account for the Liverpool One shopping centre. Weber Shandwick (WSN) and McCann Manchester (MM) will split the account, with a brief to ‘revitalise the brand’ and regenerate interest among potential visitors.

Hayley Corbett, account director at Weber Shandwick, said appealing to customers from Manchester and the Trafford Centre was the first challenge.

“The Trafford Centre is definitely the main competition,” she said. “We haven’t set targets, but we are planning to.

“Liverpool One’s ambition is to stand out among all other shopping centres and leisure destinations in the region. We want to draw people in from Manchester city centre, Chester, Warrington, Wigan and the rest of Greater Manchester.”

Nick McAllester, retail specialist at the Manchester office of Colliers International, said Liverpool would face a tough challenge to draw shoppers from its near neighbours.

“Traditionally, people from Liverpool have shopped in Manchester because the offering was much better,” he said. “Liverpool is getting better, but it’s not quite there yet and the infrastructure is probably better in Manchester.

“The Trafford Centre has free parking spaces and it’s covered, as is the Arndale Centre. Liverpool One is open air, so it’s not going to be as popular if it rains. I can perhaps see them taking customers out of places like Warrington, but I don’t think Manchester’s got much to worry about.”

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TomSeptember 13th 2010.

I'd rather cut both my legs off with a rusty hacksaw than go to either place. Dreadful corporate spaces for the consumer herds. And I DO like shopping.
There's my business insight right there.

DibigoSeptember 13th 2010.

After being totally underwhelmed by Liverpool TATE a few weeks back, I went here to kill time while I waited for a passport (the only legitimate reason for a Manc to go to Liverpool).It's garbage. Trafford Centre isn't great, but the stock in the shops at Liverpool one are worse that the shops at Manchester Airport! Mancunians going to Liverpool one when we could just go to town? Why on earth would we do that? I think the last sentence sums it up.

AnonymousSeptember 13th 2010.

Liverpool and Manchester are equal on choice but the Trafford has free parking. If Liverpool gave free parking then with the great nightlife it would definatley be the winner!!

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