Turning shopping trips into days out

Lowry Outlet is becoming a destination rather than just an outlet shopping centre. The events are driving unprecedented levels of visitors and the outlet-shopping offer being communicated with relevance, now delivering a clear positioning and seeing an overall increase in footfall and sales.

THE CHALLENGE

Lowry had fallen into neglect and had a clearly lost its way as an outlet centre. Peel agreed to purchase the centre and implement the successful redevelopment and marketing programme that had turned Gloucester Quays Outlet into the respected destination it is today.

OUTTHINKING THE COMPETITION

Identify the right customers appropriate to the actual offer then implement and deliver the centre offer linked with an event driven strategy – these events focusing on activities that Consumer Truths confirmed would resonate with these groups.

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