My Style Keeps Bell Air Mall Shoppers In The Know

Have you taken a look at Tumblr? It’s something of a viral blogging platform, in that it allows blog posts to be easily shared and reshared across a vast network. And its network of fashion-lovers is huge.

Jones Lang LaSalle is taking advantage of the platform for its new My Style program. The My Style blog shares looks from retailers at its centers. While the posts are directed at shoppers from those centers, where the blog is promoted, they also reach out to the larger Tumblr community, helping the company build conversations around its fashions. It’s an intriguing idea, and all for the good. Retailers get more exposure, Jones Lang LaSalle is recognized for its great fashion sense and fashionistas have another source of great finds that are conveniently tagged with the retailer that sells them.

The My Style program also includes monthly videos that highlight some of the hottest fashion trends. Marketing managers at the company’s centers are encouraged to post the videos and blog posts to their centers’ Facebook walls and Twitter feeds. It’s a constant source of content that’s fresh and new to shoppers.

It is, frankly, a great idea that more shopping center owners should consider. “With nearly 19,000 customers that now “like” Bel Air Mall on Facebook, the task of continuously posting relevant and compelling content can be daunting,” said Shelley Rehberg, Marketing Manager at Bel Air Mall in Mobile, Alabama. “The My Style videos, averaging more than 4,000 impressions each, provide expert advice to our shoppers.”

“These digital media initiatives are designed around the idea that the shopping center is no longer just a place to shop but a social space that consumers can also shop in,” said Greg Maloney, CEO and president of Jones Lang LaSalle Retail. “By becoming a digital curator of the latest retailer offers and promotions and providing customers with an engaging, interactive experience and easier access to shopping information, we are building brand loyalty for our shopping centers and supporting retailer sales.”

  • Susie at TDG

    A great recap of the MyStyle campaign!  Great job, Bel Air, JLL, and The Dealey Group!

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