Consumer Behavior (Marketing Case Study) – Liverpool One Leisure Complex

Question: Using your knowledge of the consumer decision-making process, discuss what factors might explain Liverpool ONE’s success as a retail centre at a time when so many people find it more convenient to shop online.

Case Study

Liverpool ONE

Liverpool ONE is one of Europe’s biggest retail destinations, set near to the historic waterfront of the British city of Liverpool. The stylish open-air complex gives visitors the chance to shop, eat and relax. Liverpool ONE was the largest regeneration project of its kind in Europe, helping to propel Liverpool from 15th to 5th place in Experian’s list of the Top 10 most popular shopping cities in the UK. ‘Liverpool ONE has transformed the city centre and diverted a lot of regional traffic away from the Trafford Centre in Manchester,’ said one spokesperson. Another stakeholder claimed, ‘Liverpool is an international brand, arguably the third most famous British city after London and Edinburgh, and its aim is to be a North-West England destination.’ Liverpool ONE has over 170 stores, bars and restaurants, an 18-screen cinema, an indoor adventure golf course and a five-acre park. In an age where online shopping is increasing, only 35 per cent of the two million shoppers in the Liverpool area said they were happy to use online trading instead of a trip to the city, according to one survey. ‘To compete with and complement online, retail has to create an experience that is more than just shops and Liverpool city centre does this well with its superb cultural profile,’ said a local businessperson.