Three Ways to Capture Shoppers' Attention

From Black Friday sales to interactive glaciers at Santa Claus exhibits, shopping centers are trying to grab our attention left and right. Add in enticing Internet deals, and there’s serious competition. So how can retail property managers and owners convince customers that their centers have the best shopping experience, even beyond the holidays? JLL’s Ashlyn Booth and Lane Walsh say it boils down to these three components.

Centers need to be clean, safe and inviting. Lane (who’s VP of retail leasing and is pictured above with her husband and son at Ireland’s Lakes of Killarney) notes that what used to be considered fun to expect are now necessary items to keep shopping centers ahead of the curve: think charging stations, free WiFi, unique food experiences and play areas. “People are conscious of using their mobile data, so customers want free WiFi and expect it, and we use WiFi to message them retail offers while they’re in the center,” says Ashlyn, who’s VP of marketing. “You have to reach them where they’re getting news and information, and today, that’s digitally—and our dominant source for reaching consumers.”

Even if you love shopping mall teriyaki chicken, Lane adds that “interesting and hip” food is taking center stage over the standards. JLL’s Katie Sershon sent us a picture she snapped last night during her and the research team’s visit to Block 37’s Latinicity, a dining destination at Chicago’s 108 North State St that was created out of vacant mall space and has more of a food-truck ambiance. While the space is not managed by JLL, it’s a perfect example of the type of environment shoppers want and property managers and owners should focus on creating these days.

You have to offer additional reasons to come to the center beyond shopping, say Lane and Ashlyn (above with her husband and two sons in Breckenridge). Starting on Nov. 27, 30 JLL-managed centers are holding a promotion called “The Holiday Hot Spot: Connecting You to All Things Holiday,” which offers photos with Santa, a spot to take holiday-themed selfies, performances, charity toy drives, gift wrapping and retail promotions. Ashlyn says the firm has found that many customers approach holiday shopping as a chore rather than a treat, and experiences like these re-engage them, giving them a chance to slow down and appreciate the camaraderie with family and friends.

The trick is to approach things seasonally, not just December. “In January, it’s about everyone getting healthy and back in shape,” she says. Some centers might hold Pilates or Zumba classes in the middle of the mall and offer blood pressure screening, whether for one weekend or the entire month. Spring is popular for fashion shows, while summer brings on events like car shows or JLL’s “Dog Days” events, where shoppers bring in pooches for special pet-related events. “It’s fun for the whole family, people like the free entertainment, and shopping centers offer an enclosed space,” she says. (Above is a Free Family Thursday event at Rosedale Center in Roseville, MN.) One upcoming opportunity she predicts some centers might grab on to is the release of the new Star Wars movie—think screenings and themed parties. “Keep looking at what’s trending,” she recommends.

Make it easy for customers to give their opinions on mall offerings. Lane says that customers share with mall management what stores they want, and she’s able to go to retailers and say “This month, ‘x’ people asked for your store—retailers love hearing that, and it’s still very pertinent,” she says. The team also creates a matrix to understand what offerings are missing and market trends, then marries those two based on what space is available. JLL also uses social media to engage with shoppers and ask what retailers they'd like to see at the center.