Liverpool FC opening huge superstore at Anfield
A new 19,500 square foot store for Liverpool FC fans complete with a café, video wall and exclusive products is set for its grand opening on Monday, August 14.
As online businesses for officially licensed sports merchandise like Fanatics have been buoyed by investments from new partners like the NFL, Liverpool FC is bucking that trend and making a renewed commitment to brick and mortar sales.
According to the press release from the club, the store is about more than just size. The store promises to be an immersive fan experience.
Additional till points (points of sale), and other elements designed to ease the shopping experience, is another emphasis of the new store. Altogether, the store will feature 46 till points in addition to stations which will accept contactless and mobile payments. 20 shirt-printing stations will also be in operation when the store is running at capacity.
Even the most convenient store is only as good as the merchandise therein. Part of the merchandise exclusive to the store will be stands stocked by 47 and New Balance, along with other brands that will launch new, exclusive products regularly. There is also a VIP area, in which fans can get personal attendants to assist with the purchase of higher-end products. The experience of the store isn’t limited to shopping, however.
There is also a VIP area, in which fans can get personal attendants to assist with the purchase of higher-end products. The experience of the store isn’t limited to shopping, however.
The aforementioned café will be open on non-match days for fans to enjoy the aesthetics of the new store whether Liverpool is in action on the pitch or not. The architecture of Anfield, including the original and current Kop and the main stand, served as the inspiration for the store’s design.
Surrounded by those design elements is a fan activation space, which includes a seating area which features seats from the main stand. The space will be used for events like kit reveals, player signings, and has a 21-meter (just under 69 feet) video wall to attract fans.
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Retailers in today’s market know that driving traffic is all about providing an experience to consumers that they can’t get anywhere else. The design, events, merchandise and size of the Liverpool FC superstore provides that irreplaceable experience.