JLL: Shopping centers focus on digital media this holiday season

Atlanta -- Jones Lang LaSalle released a forecast suggesting that shopping centers will be pulling out all the digital stops this holiday season to engage and interact with consumers to influence purchasing decisions.

The firm, which manages nearly 100 million sq. ft. of retail space throughout the United States, predicts that holiday sales will increase approximately 4% in 2012 due to the on-going economic recovery, retailers’ engagement with customers and shopping centers’ ability to influence shoppers to buy locally. Its own marketing managers around the country will be leveraging digital media tools including Facebook, Twitter, Pinterest, text messaging and websites while also engaging shoppers with traditional marketing tactics including events, giveaways and community relations initiatives.

“As usual, the holiday season is a make or break time for retailers,” said Greg Maloney, CEO and president, Jones Lang LaSalle Retail. “It’s critical for shopping center teams to make centers a destination during the holiday season whether it’s through sales, events or giveaways.  A large percentage of retailers’ revenues are made during the fourth quarter and we know much of that is generated Thanksgiving through Christmas.”