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News release

LAS VEGAS

In-Store Amenities Drive Shopping Habits and Engagement

JLL Research defines 10 cutting-edge retail elements that are increasing foot traffic


LAS VEGAS, May 23, 2017 – In today's world of Yelp reviews and star ratings, customer engagement and satisfaction in retail is more important than ever. Shoppers have countless options when it comes to where they can buy, leaving retailers with fewer opportunities to create brand converts. JLL's Retail Amenities Guide, launched today at ICSC RECon in Las Vegas, examines how brick-and-mortar retailers can deliver in-store experiences and brand loyalty through added amenities. We've identified five concepts bringing customers through the door.  

"Shoppers are increasingly using mobile and digital on their path to purchasing goods. But, the vast majority, approximately 85 percent according to PwC, still want to feel and try-on products before buying," said Vicki Eickelberger, Managing Director of Big Red Rooster, a JLL company. "Surprisingly, today's digital channels have actually heightened the need for physical stores, but generic experiences and design elements won't engage or fly with today's customers."

Five features bringing customers through the door:

  1. Hospitality now in store: Luxury brands are known to offer amenities including VIP spaces, private fitting rooms and lounge areas in their flagship stores. Those perks are meant to entice and reward their best customers. In-store restaurants, cafes, coffee bars and VIP rooms all add to the high-touch hospitality service. lululemon's New York City Flagship store offers a variety of communal spaces as well as an in-store kitchen and dedicated space for fitness classes.
  2. Bringing the playing field to shoppers: Retailers are designing their stores with areas or zones that are highly interactive and immersive, allowing consumers to test products and become fully engaged in vivid new experiences. Sophisticated environments are carefully crafted so consumers can experience products in the context of the moment. Under Armour's Chicago Brand House utilizes authentic materials to bring the track, field or court in store, and offers designated zones to try on and test shoes.
  3. Food for thought: One of the most sought after amenities in shopping centers is an abundance of dining options. By 2025, as much as 20 percent of shopping center gross leasable area is expected to be occupied by food and beverage concepts, according to JLL's report on food and beverage commissioned by ICSC.
  4. Elements of heritage: A brand's story over time is a major component of why a brand is what it is today. Some retailers now include pieces of a brand's history as an homage to the past and an invitation into the retailer's culture. This could come in the form of museum-like displays of a brand's early products or origins, or an iconic piece of merchandise the brand prides itself on. These elements invite guests into the retailer's culture and build a canvas for a retailer to feature its heritage. For instance, the Alexander McQueen store in New York includes many signature McQueen elements including moldings that invoke the seams on his iconic heritage tailored jacket.
  5. Clean and contemporary – design that is: Design is, not surprisingly, one of the most essential elements of a store's success. Today, retailers are blending unique styles in clean cut and contemporary fashions for a visually satisfying brand. Exposed brick, fine marble, rugged wood, velvety displays, raw concrete, and exquisite rugs, are all being incorporated to display a contemporary and inviting space for consumers to spend time in. 

The rest of JLL's list of cutting-edge concepts that are redefining the retail landscape and providing better amenities and experiences to shoppers can be found here.

JLL Product and Development Services is a leader in the development, design, construction and branding of commercial real estate projects for the world's most prominent retailers, corporations, sports facilities, educational institutions, public jurisdictions, healthcare organizations, industrial facilities, hotels and real estate owners. Ranked No. 3 in Building Design + Construction's 2016 Construction Management Giants survey and No. 5 on Engineering News Record's 2016 list of Top 100 Construction Management-for-Fee Firms, JLL's project management team comprises 4,895 project managers across 51 countries and is actively managing $31.1 billion under construction.

About JLL
JLL (NYSE: JLL) is a leading professional services firm that specializes in real estate and investment management. A Fortune 500 company, JLL helps real estate owners, occupiers and investors achieve their business ambitions. In 2016, JLL had revenue of $6.8 billion and fee revenue of $5.8 billion and, on behalf of clients, managed 4.4 billion square feet, or 409 million square meters, and completed sales acquisitions and finance transactions of approximately $136 billion. At the end of the first quarter of 2017, JLL had nearly 300 corporate offices, operations in over 80 countries and a global workforce of more than 78,000. As of March 31, 2017, LaSalle Investment Management has $58.0 billion of real estate under asset management. JLL is the brand name, and a registered trademark, of Jones Lang LaSalle Incorporated. For further information, visit http://www.jll.com/.