The retail industry may be recovering slowly but surely, yet picking up bargains where possible is still a priority for most consumers concerned about the cost of living. As a result, outlet stores remain popular shopping destinations.
This has been the case for Manchester outlet, The Lowry, which is located at MediaCity in Salford. The site is also home to a number of media, technological and educational firms and thus provides an ample consumer pool for The Lowry to attract.
While The Lowry’s savings of 70 per cent for consumers from brands such as The Body Shop, Whittard of Chelsea and Holland & Barrett are certainly a draw, it seems that the 13 per cent year on year rise in footfall is not entirely due to the good prices on offer. In addition, it may be that the outlet’s decision to invest heavily in entertainment and leisure events has contributed to the visitor numbers.
The rise in footfall had a correspondingly positive effect on sales – defying the trend in the retail industry at present, it was not only furniture and home ware which managed to post a rise. Although this category grew in annual sales by 9 per cent, it was beaten by a 12 per cent boost in footwear and closely followed by mixed fashion, in which sales climbed by 8 per cent.
A half term event in February offered parents the opportunity to entertain their children whilst also squeezing in some retail therapy for themselves. The art, drama and dance workshops managed to attract a huge number of participants and contributed positively to the high levels of footfall in a month where most regions of the country saw a drop in shopper numbers.
Centre manager Helen Anderton believes that the key to driving footfall growth is to host events of this kind which give consumers an incentive to visit.
She says; “We are thrilled with the success of the February half term events.
“Part of Peel Outlets strategy, to bring in the crowds and to support tenants, is to invest in impactful events that will really appeal to our key audience catchments and drive new visitors to the Centre.”
Over the next two months, Peel Outlets will look to capitalise on the steadily sunnier weather by hosting further events including live music performances, a food festival and a garden party. The garden party will accommodate 80 stalls allowing retailers to showcase their products, and will benefit from the presence of expert gardeners dispensing tips and advice for creating the perfect summer garden.
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