JLL Rolls Out Virtual ‘Shopping Bestie’ in 13 Centers

JLL Retail Property Management has introduced a new virtual shopper agent named Cindy to support 13 of its shopping centers across the U.S.
Photo credit: JLL

JLL Retail Property Management has introduced a new virtual shopper agent named Cindy, designed to make the online experience more relevant and engaging at 13 of its shopping centers across the U.S. In addition to spotlighting the center’s sales and deals, Cindy gives consumers details on the latest fashion trends, acting as their exclusive “shopping bestie.”

Imaginuity, a Dallas-based agency, tapped its AI Lab, as well as one of JLL’s preferred brand agency partners, The Dealey Group, to develop the virtual agent. The Dealey Group led on creative and content strategy, while Imaginuity used generative AI tools and JLL’s shopping center customer profiles to ensure Cindy felt authentic and relatable. She also was built using multi-ethnic characteristics to resonate with a geographically and demographically diverse user base.

Cindy is now “an integral part” of each center’s website presence and social media strategy, giving them “a fresh new voice and personality that will build engagement with shoppers,” said Corbett Guest, President and Chief Strategy and Innovation Officer for Imaginuity in a statement. One month after launching Cindy through a strategic multi-platform social campaign, JLL saw online website sessions across participating shopping centers increase by 500% year over year. New site users and new page views also grew by 1,000% and approximately 500% year over year, respectively.

“We carefully crafted her appearance, focusing on every detail from her glowing complexion to her chic hairstyle, ensuring she’s easily recognizable across all platforms,” said Ashlyn Booth, EVP and Director of Property Marketing for JLL in a statement. “But it’s not just her looks that make Cindy stand out – it’s her vibrant personality! With her infectious voice and charming manner, she’s here to spill the tea on all things fashion and trends. Think of her as your ultimate style guru, always ready to dish out the hottest info while rocking everything from cozy athleisure to the latest seasonal must-haves.”


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