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News release


Millennials Driving Retail Industry to Revisit In-Store Sales Strategies

JLL Retail helps mall owners and retailers capture fastest growing consumer segment

LAS VEGAS, May 19, 2014 — Retailers and mall owners have their in-store sales strategies centered right on Millennials, the generation ages 18 to 34. This fast-growing consumer segment totals 80 million Americans who spend approximately $600 billion annually. Knowing how to attract Millennials’ money is the name of the game for retailers and retail owners and investors attending the International Council of Shopping Centers (ICSC) Real Estate Conference (RECon) this week in Las Vegas, as they must stay ahead of both in-store and online channels to capture cash from the millennial shopper.

JLL’s Director of Retail Property Marketing Julie Rickey specializes in capturing the millennial buyer segment through innovative marketing techniques, and says the key is understanding their shopping behavior. “Nearly half of Millennials research products online and then they buy them in-store. They certainly use their comfort with technology to their advantage and it’s often to compare prices, learn about the latest trends and capture the best deal possible before they walk into a physical retail space,” says Rickey. She says Millennials are all about the best deals, and retailers know they can influence them with a range of visual and direct marketing techniques.

JLL Retail has identified 10 actions retailers or landlords can take to attract Millennials. Read JLL Retail’s full report, Millennial Consumers: What You Need to Know to Reach Them on how Millennials are impacting commercial real estate.

JLL research found that thirty-eight percent of Millennials are influenced by signs or displays in the store, versus 28 percent of all shoppers. Retailers are now revisiting their in-store strategies to add more visual enticement and loyalty programs as fifty percent of this young shopper segment are influenced by these programs, versus 40 percent of the general population.

It makes sense that this young cohort is particularly sensitive to bargains and e-coupons given the effective (U-6) unemployment rate for 18-29 year olds is 15.5 percent (NSA). Many Millennials remain underemployed or unemployed; and their household income varies, 23 percent earn less than $25,000 while nearly the same amount, 24 percent, earn more than $75,000.

“For Millennials it’s all about value, they are highly price sensitive and will continue to put a greater emphasis on price and value. Those core values are not going to change anytime soon, so it’s up to the retail industry to adapt to this shift in consumer demand,” added Rickey. 

While they do want a good deal, Millennials still represent an enormous amount of buying power. By 2020, Millennials are expected to spend $1.4 trillion, representing 30 percent of total retail sales. This is leaving retailers, marketers and brands trying to keep pace with the fastest growing consumer segment. Watch JLL Retails’ news report to hear the industry’s leading experts describe their strategies to attract Millennials.

JLL’s Retail Group serves as the industry’s leader in retail real estate services. The firm’s more than 850 dedicated retail experts in the Americas partner with investors and occupiers around the globe to support and shape investment and site selection strategies. Its retail specialists provide independent and expert advice to clients, backed by industry-leading research that delivers maximum value throughout the entire lifecycle of an asset or lease. The firm has more than 80 retail brokerage experts spanning 20 major markets, representing more than 100 retail clients. As the largest third party retail property manager in the United States, JLL’s retail portfolio has 305 centers, totaling 65.7 million square feet under management in regional malls, lifestyle centers, grocery-anchored centers, power centers, central business districts, transportation facilities and mixed-use projects.

For more news, videos and research from JLL’s Retail Group, please visit:

About JLL
JLL (NYSE: JLL) is a professional services and investment management firm offering specialized real estate services to clients seeking increased value by owning, occupying and investing in real estate. With annual fee revenue of $4 billion, JLL has more than 200 corporate offices and operates in 75 countries worldwide. On behalf of its clients, the firm provides management and real estate outsourcing services for a property portfolio of 3 billion square feet and completed $99 billion in sales, acquisitions and finance transactions in 2013. Its investment management business, LaSalle Investment Management, has $48.0 billion of real estate assets under management. For further information, visit