Redefining Scotland’s second largest shopping centre

The Centre, Livingston

Strategy & Research

OBJECTIVE

To fully reposition Scotland’s second largest shopping centre whilst maintaining local footfall and attracting shoppers with greater disposal income from the secondary markets.

METHOD

AL Marketing managed the qualitative and quantitative research process and used the results to create a refreshed marketing plan, appoint new local agencies and work with the management team to refresh the branding and support a new marketing manager.

OUTCOME

The marketing plan has delivered a two-tiered approach that has sustained local footfall from the primary catchment and increased the wider attraction of Livingston as a day-out destination for retail and leisure. Despite challenging national trends, The Centre is enjoying strong retailer demand and new leisure attractions have increased dwell time and family appeal.


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