Liverpool One unveils augmented reality app

By

Barbara Santamaria

Published
Nov 24, 2016

Liverpool One has launched an augmented reality app in time for Christmas. Launched to coincide with the switching on of Liverpool’s city-wide Christmas light, the free app invites visitors to capture their own tree fairy on the shopping centre’s 30-metre illuminated Christmas tree in Paradise Place.

Commenting on the app, Miles Dunnett, Director at Grosvenor Europe, said: "Ensuring visitors have a great experience when they visit Liverpool ONE is vital to its ongoing success.  Innovation is key to this, so Grosvenor Europe works continuously with our retailers and other occupiers to find new and exciting ways to interact with, and attract more, visitors.”

As brands continue to look for ways to interact with a digital-savvy target audience, augmented reality and virtual reality have become a growing opportunity to unlock customer engagement potential in the retail space.

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Brands and institutions including New Look, Lacoste and London Fashion Week have offered users tech proximity experiences such as broadcasting a front-row view of a catwalk show, launching a virtual try-ons or introducing an AR campaign for owners of a Student Card.

"Our Tree Fairies app engages visitors with Liverpool ONE and encourages them to share their experiences with others, generating conversations on social media that will lead to increased footfall. The approach is working too, with Liverpool ONE set to experience another year of footfall and sales growth," said Miles Dunnett.

Located at the heart of Liverpool, Liverpool One offers over 170 leading UK and international retailers, including Michael Kors, Zara, John Lewis, Beauty Bazaar Harvey Nichols, Ted Baker and Reiss.