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JLL Markets the Shopping Experience

LAS VEGAS—The global services provider used RECon 2016 as a platform for discussing the latest trends in retail and to formally take the wraps off a marketing program aimed at underscoring the shopping experience.

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JLL Retail's marketing team and the Dealey Group that produced #LetsGoShopping at the container park JLL Retail’s marketing team and the Dealey Group that produced #LetsGoShopping at the container park

LAS VEGAS—Let’s Go Shopping. More than a suggestion for a Saturday outing, it inspires the name of a new marketing program—#LetsGoShopping—formally unveiled by JLL at a press conference during RECon 2016 here. The firm also used the time to delve into some of the issues that still hover around the blending of bricks and clicks—online as opposed to in-store sales.

“What can we do to make shopping special?” That was the question posed by Greg Maloney, CEO of JLL Retail and a trustee of RECon’s parent organization, ICSC, at the conference.

#LetsGoShopping is clearly his answer. The campaign is being billed as an advocacy campaign for the shopping experience. “There are endless reasons why retail sales still happen in-store,” said Maloney. “Physical shopping is alive and well and transforming into personalized experiences.” In fact, he pointed out, while online sales are expected to grow 8.6% annually over the next five years, nearly 93% of retail sales still happen in-store.

Playing on that theme, #LetsGoShopping blends video, print and digital promotions appearing at 24 JLL-managed shopping centers nationwide to celebrate the in-store shopping experience. To highlight the emotional aspect of that experience, the campaigns this year revolve around four mid-year events. The inaugural Mother’s Day Campaign, which played on Instagram and Twitter on April 25, garnered nearly 300,000 views. The remaining campaigns will run June 2 to 16 (for Father’s Day); June 30 through July 14 (to tie in with the traditional wedding season); and late July/early August for back-to-school.

JLL Retail CEO Greg Maloney, CMO Jill Kouri and president of retail brokerage Naveen Jaggi JLL Retail CEO Greg Maloney, CMO Jill Kouri and president of retail brokerage Naveen Jaggi

“Consumers shop online and in store, but memories happen in person,” said Paige Steers, JLL’s retail marketing director. The stories crafted for the four campaigns are geared to drive that experience home to all consumers.

The link between online and in-store sales was also the crux of a conversation at the press conference, moderated by ICSC’s Jesse Tron. “Retailers are still in denial about the power of internet shopping,” stated Naveen Jaggi, JLL’s president of retail brokerage and capital markets. They don’t realize that today, their front door is the Internet.”

That they are in denial was brought out by global retail leasing chairman David Zoba, who stated that only 19% of the 250 top retailers have profitable omni-channel businesses. But this in a way provides an opportunity for landlords.

“Landlords used to provide just the box,” he continued. Now they have to provide a full experience,” and this, he predicted, will have an impact on leasing rates. Rather than charging a base rate and a percentage of brick-and-mortar sales, “They will insist on a fair share of providing a location that makes more profit by providing that experience, with restaurants and wifi.

“It is a time of unprecedented change,” he stated.

 

John Salustri ›

John Salustri has covered the commercial real estate industry for nearly 25 years. He was the founding editor of GlobeSt.com, and is a four-time recipient of the Excellence in Journalism award from the National Association of Real Estate Editors.

More articles by this author ›

Contact John Salustri

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JLL Markets the Shopping Experience | GlobeSt.com
ALM Real Estate Media Group|GlobeSt.com|Real Estate Forum|RealShare Conference Series

Event Coverage

JLL Markets the Shopping Experience

LAS VEGAS—The global services provider used RECon 2016 as a platform for discussing the latest trends in retail and to formally take the wraps off a marketing program aimed at underscoring the shopping experience.

Thank you for sharing!

Your article was successfully shared with the contacts you provided.
JLL Retail's marketing team and the Dealey Group that produced #LetsGoShopping at the container park JLL Retail’s marketing team and the Dealey Group that produced #LetsGoShopping at the container park

LAS VEGAS—Let’s Go Shopping. More than a suggestion for a Saturday outing, it inspires the name of a new marketing program—#LetsGoShopping—formally unveiled by JLL at a press conference during RECon 2016 here. The firm also used the time to delve into some of the issues that still hover around the blending of bricks and clicks—online as opposed to in-store sales.

“What can we do to make shopping special?” That was the question posed by Greg Maloney, CEO of JLL Retail and a trustee of RECon’s parent organization, ICSC, at the conference.

#LetsGoShopping is clearly his answer. The campaign is being billed as an advocacy campaign for the shopping experience. “There are endless reasons why retail sales still happen in-store,” said Maloney. “Physical shopping is alive and well and transforming into personalized experiences.” In fact, he pointed out, while online sales are expected to grow 8.6% annually over the next five years, nearly 93% of retail sales still happen in-store.

Playing on that theme, #LetsGoShopping blends video, print and digital promotions appearing at 24 JLL-managed shopping centers nationwide to celebrate the in-store shopping experience. To highlight the emotional aspect of that experience, the campaigns this year revolve around four mid-year events. The inaugural Mother’s Day Campaign, which played on Instagram and Twitter on April 25, garnered nearly 300,000 views. The remaining campaigns will run June 2 to 16 (for Father’s Day); June 30 through July 14 (to tie in with the traditional wedding season); and late July/early August for back-to-school.

JLL Retail CEO Greg Maloney, CMO Jill Kouri and president of retail brokerage Naveen Jaggi JLL Retail CEO Greg Maloney, CMO Jill Kouri and president of retail brokerage Naveen Jaggi

“Consumers shop online and in store, but memories happen in person,” said Paige Steers, JLL’s retail marketing director. The stories crafted for the four campaigns are geared to drive that experience home to all consumers.

The link between online and in-store sales was also the crux of a conversation at the press conference, moderated by ICSC’s Jesse Tron. “Retailers are still in denial about the power of internet shopping,” stated Naveen Jaggi, JLL’s president of retail brokerage and capital markets. They don’t realize that today, their front door is the Internet.”

That they are in denial was brought out by global retail leasing chairman David Zoba, who stated that only 19% of the 250 top retailers have profitable omni-channel businesses. But this in a way provides an opportunity for landlords.

“Landlords used to provide just the box,” he continued. Now they have to provide a full experience,” and this, he predicted, will have an impact on leasing rates. Rather than charging a base rate and a percentage of brick-and-mortar sales, “They will insist on a fair share of providing a location that makes more profit by providing that experience, with restaurants and wifi.

“It is a time of unprecedented change,” he stated.

 

John Salustri ›

John Salustri has covered the commercial real estate industry for nearly 25 years. He was the founding editor of GlobeSt.com, and is a four-time recipient of the Excellence in Journalism award from the National Association of Real Estate Editors.

More articles by this author ›

Contact John Salustri

Featured Content

There is No One-Size-Fits-All for Hotels

DEL MAR, CA—Each hotel in each market is unique, and owners and operators must know who their customer is at each hotel and figure out how to meet their needs, speakers at RAR’s Lodging Forecast here tell attendees.

Institutions Sign Up for Student Housing

NEW YORK CITY—Among the sector’s other selling points, student housing’s rental growth volatility is “lower than conventional apartments,” says Tom Park with TH Real Estate.

Exclusive

Rethinking the Broker Experience from the Ground Up

DENVER—GlobeSt.com chats with APTO’s CEO, Tanner McGram, about the firm’s new interface and mobile app, optimized for exactly what brokers need when away from their desktop, while also solving other archaic and inefficient systems in the CRE space.

Exclusive

25-Year Industry Veteran Joins NGKF

NEW YORK CITY—The appointee—who joins from EY and has served at CBRE, JLL and Savills Studley—will run a new critical transactions group, GlobeSt.com has learned EXCLUSIVELY.