In 2016, PushON was hired, alongside Loaf Agency, as a strategic development partner for Liverpool ONE’s marketing strategy. Working in collaboration, the team was tasked with solving two problems: first, how to get people to the Liverpool ONE website with regularity; and second, how to centralise its digital platform so that all online activity operated within the same space. This included the development of a tenants portal. Another key factor for this project was timing; the job needed to be complete in time for their Christmas launch, when they attract more visitors than any other time of year.
The initial research stage required an understanding of Liverpool One’s customers.
After conducting surveys through both their existing mailing list and social media analytics data, marketing personas were developed to create an understanding of the types of visitors – spending habits, motivations for visiting, mode of transport, distance travelled etc.
Once this was complete, it was possible to create site pages that were suited to meeting the needs of the target audience, in the hope of drawing them to the site on a regular basis. This included information such as a store directory, live cinema listings, things to do and the content-rich inspiration section used to target repeat visits to the website.
A range of onsite features were added including an onsite advent calendar and a shopping blog which offers competitions, gifting ideas and restaurant reviews.
PushON achieved its objectives: a fully functional, single online platform, significantly reducing admin time to manage the suite of Liverpool ONE digital assets and touchpoints. This includes on-estate touchscreen way-finding points, the new L1 consumer mobile app and integration into the tenant facing commercial app to vastly improve efficiency of communicating new offers, job listings and events to the Liverpool ONE visitors.
Liverpool-one.com now offers pages and a content rich Inspiration section to create regular interaction with customers, bringing them back to the site.