While shoppers are busy rushing to complete their shopping lists, JLL-managed retail centers have been tapping into the festive spirit of the holiday season by encouraging customers to stop and take a moment to Be a Part of the JOY. JLL’s new “JOY” promotional campaign, which hinges on experiential marketing, allows shoppers to create memories to last the whole year through. Shoppers at participating JLL-managed centers can create and share their own version of JOY by finding giant in-center displays of the letters “J” and “O” and then posing as the missing “Y.” Shoppers snap a pic and share it on Facebook, Twitter, or Instagram using a center-specific JOY hashtag and then invite friends and family to vote for their photo to win gift cards to center retailers.
“During the holidays, everyone is so busy that going to a shopping center may seem like something to be endured instead of enjoyed,” said Julie Rickey, Director of Retail Property Marketing, JLL. “Yes, it’s a critical time for retailers and shopping center owners to drive traffic and sales but through the Be a Part of the JOY campaign, we also want to give our shoppers the opportunity to have an engaging experience that captures the spirit of the season.”
Shoppers have embraced this opportunity to get into the spirit of the season and create their own JOY. Contest entries submitted on JLL-managed centers’ Facebook pages have been incredibly fun and creative with Y’s made up of tiny tots, cozy couples, entire families and even local Girl Scout troops, performance artists and more. Many families are using their local center’s JOY display as the backdrop to create their personal holiday cards and then sharing the cards on the centers’ Facebook pages.
Center teams at JLL-managed properties have also embraced the promotion with JOY showing up everywhere from cookie cakes for retailer meetings to Santa’s arrival events to Black Friday door busters to “12 Days of JOY” giveaways.
- Valdosta Mall in Valdosta, GA, the mall management team turned a vacant store space into a “graffiti wall” by installing JOY campaign graphics on a vacant storefront window, providing dry erase markers and then inviting shoppers to express themselves and share their own holiday JOY messages. (pictured right)
- Regency Square Mall in Richmond, VA hosted a First Responders Appreciation Lunch where they gave local police, fire and EMS teams the opportunity to pose with the JOY letters, bringing a little extra joy to these hard-working professionals.
- Killeen Mall in Killeen, TX, incorporated the JOY promotion into the center’s annual Night of Giving event. More than 16,000 tickets were sold in advance for the 3-hour shopping extravaganza benefiting local non-profit organizations.
Beyond in-center promotions, nearly one-fifth of retailers this year will offer an “experience” to customers to help drive sales and traffic, according to JLL’s 2014 Holiday Sentiment Report, which includes feedback from 800 largely national or global retailers in JLL-managed shopping centers across the United States.
To learn more about JLL’s JOY promotion, visit the Facebook pages of the following participating shopping centers: Central Mall – Fort Smith, AK; Central Mall – Lawton, OK; Central Mall – Port Arthur, TX; Central Mall – Texarkana, TX; Centre at Glen Burnie – Glen Burnie, MD; Chico Mall – Chico, CA; Coventry Mall – Pottstown, PA; Killeen Mall – Killeen, TX; Lakeshore Mall – Sebring, FL; Mall De Las Aguilas – Eagle Pass, TX; Mall of Abilene – Abilene, TX; Mesilla Valley Mall – Las Cruces, NM; Myrtle Beach Mall – Myrtle Beach, SC; Queen Ka’ahumanu Center – Kahului, HI; Regency Square Mall in Richmond, VA; Rosedale Center – Roseville, MN; Salem Center – Salem, OR; Southbridge Mall – Mason City, IA; Sunset Mall – San Angelo, TX; The Streets – Hillsboro, OR; TownMall of Westminster – Westminster, MD; Union Depot – St. Paul, MN; Valdosta Mall – Valdosta, GA; Washington Square Mall – Indianapolis, IN; Westgate Mall – Amarillo, TX; Windward Mall – Kaneohe, HI.