Lincoln City's Waterside store to close after 'substantial increase in online orders' – Lincolnshire Live - 1Home

Lincoln City's Waterside store to close after 'substantial increase in online orders' – Lincolnshire Live

There will be a range of closing down offers availableSign up to our free email alerts for the top daily stories sent straight to your e-mailWe have more newslettersLincoln City FC's Waterside store will close down at the end of the year due to a lack of footfall, with customers favouring online shopping. The club […]



There will be a range of closing down offers available
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Lincoln City FC's Waterside store will close down at the end of the year due to a lack of footfall, with customers favouring online shopping. The club will instead look to enhance the retail offering at the LNER Stadium after a new retail unit was installed in the University of Lincoln fan village.
The new unit has proved popular with supporters along with a planned trial of extended opening hours at the existing club store. There will be a range of closing down offers available at the Waterside shop which will then shut its doors permanently at 4.30pm on New Year's Eve.
Lee Jenkinson, CEO of Elite Pro Sports, admitted they have struggled to bring footfall back to pre-pandemic levels due to fans preferring to purchase online. He said: "On the back of Covid-19, we saw a vast shift in fans' purchasing behaviours, with a substantial increase in online orders, despite the store being back open regularly.
Read more: Lincoln City submit plans to council for £1.8m stadium redevelopment
"Collectively with the club, we have looked to work several initiatives over the last 12 months to bring footfall back to the level of pre-pandemic and although this has not been as successful as we had hoped, the online sales have continued to grow. We’d like to thank the Waterside Shopping Centre for all their hard work and assistance over the last three years and wish them every success for the future."
Supporters can still purchase merchandise from the online store and from the club store at LNER Stadium which will open at weekends on a trial basis from Saturday, January 7. The retail unit in the University of Lincoln fan village will also be accessible to supporters ahead of every home match.
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