The sale of goods and services online is expected to grow 8.6 percent on average per annum for the next five years according to IBIS World. While retail shopping is moving online, it isn’t leaving physical stores in the dust as 92.5 percent of retail sales still happen in store according to JLL’s retail experts. In an effort to counter this misnomer, JLL is sparking an industry-wide conversation about the undeniable emotional tie between shopping centers and the consumers who routinely frequent them.
“There are endless reasons why retail sales still happen in-store. Physical shopping is alive and well and transforming into personalized experiences that connect shoppers through memorable experiences,” said Greg Maloney, CEO of JLL Retail and ICSC Trustee. “We know that physical and online shopping environments work best together. If a brand shuts down a physical store location, that store experiences a direct drop in online sales. Retailers need to do both experiences well.”
JLL’s new advocacy campaign, #LetsGoShopping, delivers the real retail story to thousands of shoppers through an integrated consumer marketing campaign, which includes a mix of video, print and digital promotions, now running at 24 of JLL-managed shopping centers throughout the nation. The four promotions align with the holiday and shopping seasons including Mother’s Day, Father’s Day, summer wedding season and Back-to-School. Each depicts everyday shoppers entering a physical center and experiencing something special that just does not happen online.
“Physical shopping has a strong future as part of retail sales,” said Paige Steers, JLL’s Retail Marketing Director. “#LetsGoShopping reminds shoppers about the heart warming and hysterical stories that feature today’s reality, consumers shop both online and in stores, but memories happen in person.”
JLL launched its first promotion in the campaign for Mother’s Day on April 25, 2016. Within days the video content generated a record number of social media engagements, with 300,000 views. The firm will be running the remaining three campaigns promos for Father’s Day: June 2-16, for the Wedding Season: June 30-July 14, and for Back-to-School: phased launch starting late July/early August.
The promotions can be viewed on jllretail.com/letsgoshopping and the social media sites of the following centers: Alexandria Mall, Central Mall Fort Smith, Central Mall Lawton, Central Mall Texarkana, Chico Mall, Killeen Mall, Mall de las Aguilas, Mall of Abilene, Manhattan Village, Mesilla Valley Mall, Myrtle Beach Mall, Provo Towne Center, Rosedale Center, Salem Center, South Park Mall, Sunset Mall, The Galleria Fort Lauderdale, The Palms at Town & Country, The Streets of Tanasbourne, Towne Square Mall, TownMall of Westminster and Westgate Mall.
JLL produced its #Letsgoshopping B2B consumer marketing programming in partnership with The Dealey Group and Omobono.