Insights

THE CHANGING OFFICE LANDSCAPE SERIES CONTINUED FROM APRIL

From COVID-19’s many restrictions came more options for office employees, including working remotely.

“You can do anything you set your mind to” was the common spiel used by parents to inspire and motivate the next generation of aspiring professionals. The unsaid part was that their adult children most likely had to endure the “rat race” of long commutes, stuffy offices, hurried lunch hours and more. Since the start of the pandemic, that can-do-anything sense of professional possibility has a whole new meaning, as employees realized they can work from anywhere without those routine workday woes.

The debate about the best way for companies to manage their workforces and the balance between working from homes and offices has heated up, asserted Bisnow. A survey of 30,000 U.S. workers led to the estimate that the amount of work from home will rise from about 5 percent pre-pandemic to about 20 percent after. Interestingly, the three researchers, one of whom noted that the change will come primarily via a hybrid working model, predict this will result in a 4.6 percent boost in productivity for the economy due to workers spending approximately 435 million fewer hours commuting each month, with about a third of that savings shifting to work time.

According to a JLL study, 72% of people want to work from home from time to time, up 34 percentage points since pre-COVID. Sixty-six percent of the 2,000 office workers surveyed want to be able to alternate between different places of work, and 40% would like to be able to work from a third-party location such as a coffee shop or coworking space. As the global commercial real estate services company concluded, “hybrid work is the new normal, but it is a multi-faceted reality.”

We preached before in this space about the importance of in-office, face-to-face connection, which facilitates infinitee’s personal touch borne of the company’s commitment to teamwork, personal engagement and customer service. But there’s another type of connection with remote work: it has altered the competitive environment, shifting employment opportunities from local to global (see working from anywhere), according to Colliers Workplace Advisory. That, in turn, puts more pressure on employers to get their return to the office approach right with talent retention and acquisition at stake.

Smart companies not only know the employee work preferences from the JLL study, they also grasp the greater HR implications to business as a whole. The new workplace dynamics are being reflected in tenants starting to demand more flex and coworking spaces in their office leases.

“Most people who are coming into the office are coming in for a meeting for one to two hours,” the principal of an architectural firm told Bisnow’s Jarred Schenke. "They don't want to have to go back to their office on the 15th floor to get that heads-down time that they had when they were at their home previously.”

The American workplace has shifted from the limits of 2020 toward more limitless possibilities, a mentality we embrace. With the major employer emphasis on wellness, the increased convenience and choices for employees, and, of course, the comfort of home, it’s definitely labor’s day.

Adaptability has always been an important business quality to have and one that was really put to the test in 2020,” said Vince Vitti, infinitee’s Vice President of Business Development. “With one eye on the ever-changing global labor market and the other on their workers’ needs, smart employers will move forward with an office strategy based on flexibility.

From down and out to up and outside, retailers are striving to find the best, post-pandemic balance to boost customer experience.

It’s hard to offer consumers the best of both worlds, the “bricks & clicks” of shopping, especially during a global pandemic, but retailers, like before 2020, are challenged to balance and better their in-store and online offerings. Customers have always demanded speed and convenience, but how much has the social and experiential component changed in the last year and a half and how will that affect future CX strategy for retail companies?

The retail industry has been drastically disrupted by e-commerce, everyone knows. After much anguish, the sector seemed to have found new, solid footing with its experiential focus. As Shopping Center Business put it, “centers that created the right formula of fun, fashion and food were packed. It was all going so well until 2020.”

Something good always seems to come from something bad, the saying goes. In a retail industry where you must know how to adjust to adversity, those strong adaptive instincts and abilities can lead to better solutions, if not breakthroughs. During COVID-19, consumers appreciated the increased digital engagement from brands and, not surprisingly, wanted it to continue.

Customers found digital communications during the pandemic to be fast and convenient, and most don't want brands to scale back on digital customer experience initiatives in a post-COVID world, reported Chain Store Age, citing a five-country survey that included the U.S. The poll showed that 56 percent of respondents worried that brands may not maintain the level of effort in improving digital customer experience once the pandemic has ended, and 59 percent said their expectations for how brands interact and communicate with them will continue to rise post-pandemic. Nearly four out of every five respondents (78 percent) said those expectations rose during COVID-19.

According to CSA’s reporting, the top four customer experience values that will endure long after the pandemic are: message delivery speed (average 92 percent respondent agreement); response times (89 percent, tops in the U.S.); flexibility with customer requests (88 percent); and brands showing customers they care (85 percent), a very important connection discussed recently in this space.

We know that America is a consuming country, where volume and repeat business respond to speed and convenience, but we need the entertainment and socialization aspects of shopping as well, especially after the shut-down and socially distant adversity of 2020.

Just like consumers embrace having more options, flexibility has been crucial for retailers and restaurants adapting to the pandemic. Open space and alfresco dining options have been key since COVID-19 hit, while social media and other technology can facilitate a new chapter in social interaction. A Southern California architect told SCB that he sees the trend manifesting itself in pedestrian-friendly streetscapes and the embracing of “the car culture consumers relied on during the pandemic: more drive-in experiences, including food and beverage service, concerts and movies.”

Oftentimes advancing retail brands is more about adapting. Companies should maintain their increased, post-pandemic digital engagement while providing the fresh touch of open-air, experiential options. Through thick and thin, retailers and restaurants that strategically drill down to the most effective and innovative tactics will successfully elevate CX.

Acquiring minds want to go… to more restaurants, shops and vacation spots as 2021 heats up.

You always remember your first time — after a pandemic. That long-awaited return to your favorite restaurant, reuniting with old friends down at the coffee shop or lift-off as you jet away from the routine turned rut for a well-deserved and carefree change of scenery for the first time in nearly a year and a half. That post-pandemic pent-up eagerness and energy on an individual basis is adding up to a whole lot of industry demand for retail and restaurants. Like the summer sun, consumer confidence also rises.

In February, before there was a clear picture of vaccine distribution, COVID-19 infection rates and additional fiscal stimulus, the National Retail Federation projected year-over-year retail sales growth of between 6.5 percent and 8.2 percent for a total between $4.33 trillion and $4.4 trillion. Well, at the beginning of July, the world's largest retail trade association revised its 2021 retail sales expansion numbers up to 10.5 and 13.5 percent over 2020 to a range between $4.44 trillion and $4.56 trillion.

Furthermore, the NRF now expects gross domestic product for the full year to approach 7 percent, after starting out at an annual rate of 6.4 percent in the first quarter of the year. That would be the fastest growth rate since 7.2 percent in 1984 and far above the 4.4 to 5 percent forecast in February. Personal consumption expenditures, which cover both goods and services, are now expected to grow 7.5 percent year-over-year rather than 4.5 percent, according to the NRF’s early July release.

The $388.6 billion in retail sales posted in May was the second-highest level on record, behind only the $414.7 billion achieved during the 2020 holiday season, the association’s research showed.

Why all the fiscal fireworks and how will that affect the third quarter outlook? We know that summer is the season of travel, weddings, outdoor sporting and other events in normal years, but this summer is unlike any other. Americans have built up an estimated $1.7 trillion in excess savings during the pandemic, according to research from global payments company Blackhawk Network, and, like a sailor finally reaching port, they are ready for a break, to break out, to break the mold. Add to that consumer predisposition and power the fact that thousands will want to make up for missed milestones, celebrations and traditions. That’s very good news for retailers, restaurant owners and the travel industry, all of which took their lumps during 2020.

With the elevated consumer confidence and surging sales numbers, retailers might be tempted to view the market as an easy street. Challenges remain though, including labor supply. It’s always a good idea to hone a balanced retail approach — has your bricks & mortar game become a little rusty? — as well as reassess your brand messaging and ensure that your marketing strategies are innovative, creative, highly engaging, and high impact — as well as purpose-driven.

In an industry used to disruption, retailers strive for a deeper connection with their audience.

A meme states that “marketing is like asking someone to go on a date while branding is what gives them a reason to say yes.” Increasingly, retailers must go farther and deeper to not only attract, but also demonstrate their worth. Beyond products and services, strong awareness and values translate to branding bona fides leading to credibility and acceptance in the eyes of consumers in a hyper-informed world.

Ross Kimbarovsky writes in Chain Store Age that the global pandemic has pushed smart brands to evolve in their communication, with “purpose-driven marketing” being a key way to connect with an audience that, more and more, looks for retailer alignment on social issues. By connecting through a common cause they both believe in, whether human rights, race, environmental awareness, poverty, gender inequalities or other issues, brands show they care past the solely commercial causes and communities. The CSA article cites a recent study by the Zeno Group that found consumers are 4.5 times more likely to recommend a brand and four times more likely to do business with it when a brand follows and articulates a strong purpose.

At infinitee, we believe purpose-driven marketing shouldn’t just be a pandemic response. According to Deloitte Consulting LLP’s Global Human Capital Trends Survey, CEOs pointed to societal impact as the top success factor for annual performance for the first time ever. That was in 2019. Millennials, now the biggest generation in America, came of age during the Great Recession. Their resulting financial struggles led to if not healthy cynicism, at least a strong ability to detect empty promises and those brands lacking substance. As Kimbarovsky advises, it’s always a good idea to reassess your brand messaging and ensure that your marketing strategies are innovative, creative, highly engaging, and high impact — as well as purpose-driven.

When Winston Churchill said ‘never waste a good crisis,’ we’re pretty sure he was speaking about something other than retail marketing strategy. However, brands that don’t view the post-pandemic landscape as a critical opportunity to reconnect with customers and prospects will definitely fall behind. That’s how tumultuous 2020 was. A sea change like that requires brands to see the change, so they can then act. (Hey, at least we didn’t trot out the trite ‘n-w n-rmal’!)

Market research should be a regular habit, infinitee believes, but especially after a once-in-a century upheaval like COVID-19. One-on-one feedback, surveys and questionnaires yield unique insights to help brands understand impacted customers and how their needs and attitudes have changed. From that, retailers can overhaul or modify their brand positioning, image and communication… or even identity.

And there are even more benefits to brands having their fingers on the pulse of customer wants and ideals. Come for their feedback, insights and direction and stay for the user-generated content (UGC). A retailer can’t have too many unpaid brand ambassadors or influencers, after all.  

Kimbarovsky writes that UGC has been “growing exponentially” for the past five years, “largely due to influencer marketing.” He cites studies that show that people are 28% more likely to engage with UGC — including the honest reviews, real emotions and natural reactions of real people — than traditional company-based posts. It only makes sense in a consumer age where people are highly informed and motivated by strong values such as commitment to social causes. Authenticity matters and UGC, with all of its powerful viral potential, reflects relatability and trustworthiness, which builds the brand that grows the retail business.

To thine own self be true, another Englishman wrote, a few centuries before Churchill. The new truth in retail marketing, whether in a crisis or not, focuses both inward and outward. Connecting beyond the commercial with consumers calls for marketing that is purpose-driven, well-researched and user-based.

While new tech tools get a lot of attention, office teams must still rely on time-tested protocols and enduring values for effective collaboration and synergy in the COVID-19 era.

As the professional world fluctuated during the pandemic between Wizard of Oz-like ways — there’s no place like home! — and a Southwest Airlines commercial — wanna get away? — elite teams kept doing what they do: communicating. It hasn’t been easy though given the once-in-a-century shakeup of work and office routine.

Good, clear and open communication is essential, from the savvy senior executive who is no stranger to meetings with microphones down to the rookie sales guy and from the head of HR to that manager who has to troubleshoot Microsoft Teams connection issues. Efficient internal communication not only keeps everybody on the same page, it also enables the unit to be more than the sum of its parts.

COVID-19 obviously required major adjustments in work location and routine, but it also pushed a lot of people out of their communication comfort zones. Team leaders who liked to encourage with a quick stop at a person’s desk couldn’t anymore, and employees who needed regular personal feedback have missed out. As business author Matt Oechsli writes, adding to the challenges is the fatigue people have experienced from the prolonged coronavirus pandemic, making efficient internal communication even harder.

Variety can also be the spice of pandemic work life, we say. Mix it up with your team, from regularly scheduled virtual group meetings — the weekly session has always been a staple in elite teams, according to Oechsli — to personal telephone calls, regular business activity broken up by the social engagement of a happy hour, and variation in terms of communication tools, including internal messaging given that a person can’t walk over to a colleague’s desk at a moment’s notice like before.

infinitee endorses any high-tech solution that keeps the office team connected, from the residential and retail industries to healthcare and others, but it still must align with the high ideals of the company’s mission. Oechsli touches on that and more in his “foundation of internal communication best practices”:

• Weekly meetings shouldn’t be a check-the-box scheduling item partly done to make sure your personnel are awake. There’s a mission to be embraced — and refreshed! Your team goals are big and important, which means they require repetition, progress reports and feedback. Regular communication that lets team members know where they stand, what lies ahead and what they’ve done well — remember to celebrate your people! — are essential.

• “Role clarity,” as Oechsli calls it, makes for healthy, efficient team boundaries while peer-to-peer training is a great way to share individual strengths with the group. Both are so important, the former given the fluid, ad hoc nature of the pandemic year as it relates to many team member responsibilities. And there’s a, shall we say, peerless connection when an employee can teach or advise a fellow associate, whether it be customer service approach, organizational skills or whatever.

• Oechsli likes to use the phrase “inspecting what you’re expecting” when it comes to managing teams and ensuring that they are communicating in an elite way. Performance reviews have always been important, but they’ve grown even more vital in the pandemic era. When an employee is more face to face with his or her cat than their work team, then there’s more than a remote chance they can drift from the common cause. Reviews are a good way to remedy that. You’re also able to “connect with [team members] on an emotional level—essentially, take their attitudinal temperature,” says Oechsli.

There’s been so much change in the past business year, but some things should never change. Consistent, positive engagement and team-oriented efforts are critical, as are personal feedback and role definition for the individual. While much effort — virtual and otherwise — is required to achieve elite team communication during a pandemic and beyond when we re-enter the office again, the benefits can be infinite.

The office sector is adapting to COVID-19 realities, but many changes are in service to a constant, the need for collaboration and personal connection at work.

The only constant in life is change, a wise man once said. We don’t think he was an office real estate pro, but his age-old platitude certainly applies to the sector. In the past year, COVID-19 has drastically changed how we gather together to both work and play.

Owners, developers and architects in the $2 trillion industry are working hard to update spaces so that companies can once again collaborate face to face, without concern for microbes or mute buttons. Design-wise, offices are taking on elements of hospitals – we hope that food is not one of them! – rather than hospitality and increasing unit sizes while adding outdoor spaces and flexible workspace areas, according to experts at a Bisnow webinar. Enhanced air filtration and antibacterial surfaces are a big focus in the fight against viral spread. Despite talk of hybrid work setups and variable shifts, hot-desking may not be as hot of an idea after the pandemic retaught us the value of personal space.

Perhaps the more things change — in the physical office environment — the more they stay the same, as in more and more companies are planning a full or mostly full return to the office. Only 17 percent of CEOs said that they will downsize their company’s footprint, according to the 2021 CEO Outlook Pulse Survey from KPMG (reported by GlobeSt.). Back in August 2020, the global accounting firm found that 69 percent of CEOs said they would reduce their office footprint.

When a company occupying more than 44 million square feet of office space worldwide announces its intention to return to the office “pretty much as we were pre-COVID,” that says quite a lot. That’s what Amazon Vice President of Global Real Estate and Facilities John Schoettler told Bisnow, with hopes for a fall return timetable.

Another multi-trillion-dollar industry, that of wellness, has certainly grown closer to the office sector during the pandemic year. But even that important priority is eclipsed by the human need for social interaction. As much as the office landscape has changed since March 2020, people still need that personal connection at the office, from the residential and retail industries to healthcare and beyond. You see it in Amazon’s plan and we feel it at infinitee in all we do.

With all due respect to our lead logician, the only other constant is connection. We need it in business — certainly high-impact marketing — and life in general. infinitee’s belief in endless possibilities and great ideas in marketing real estate comes ingrained with the values of teamwork, personal engagement, and customer service. We are thankful for the virtual value that tools like Zoom provide us to connect and collaborate from afar, but that face-to-face shared experience will always fuel us as brand makers, storytellers and creative advocates to not only deliver results, but do so with a fun, personal touch.

TO BE CONTINUED:The return to the office is one well-supported viewpoint, but there are also plenty of benefits to consider with work from home and flex scheduling. STAY TUNED for Part 2 of this conversation!

The 31-year real estate marketing agency wins the Silver Award for Best 55+ Integrated Marketing Strategy at the luxury retirement community in Atlanta.

infinitee is proud to announce that Peachtree Hills Place, a luxury 55+ retirement community in Atlanta, has been honored at the 2021 NAHB’s Best of 55+ Housing Awards, winning the Silver Award for Integrated Marketing Strategy. To increase brand awareness and drive sales at the amenity-rich, independent-living community, infinitee created and directed a detailed marketing plan, ranging from strategic planning to branding, traditional and digital advertising to video and photography.

“With Baby Boomers not just redefining senior living and the active-adult lifestyle, but doing so at a pace of 10,000 turning 65 every day between now and 2030, Peachtree Hills Place had to raise the bar in terms of how it engages that major market, and integrates media and other tactics to deliver a seamless and customer-centric experience,” said Barbara McGraw, Founder and CMO at infinitee. “This award is a very special recognition of our efforts to market a special place with expert activations, content development, digital marketing, and more.”

The NAHB’s Best of 55+ Housing Awards are billed as the only national honors celebrating the people, companies, projects, and programs that have advanced the industry through innovative marketing, outstanding design and construction, and community lifestyle features. For that reason — and the rich 80-year history of the 140,000-member trade organization — the awards have become a highly respected showcase for quality housing, innovation and emerging trends that appeal to the active adult and retiree demographic, attracting industry participants and media alike.

Judging is conducted by an expert panel of 55+ industry professionals from across the country representing expertise in development, architecture, universal design and aging-in-place, marketing, interior design, and lifestyle. Eligible projects were completed in the two years prior to the application deadline of Aug. 31, 2020.

Peachtree Hills Place is the first and only luxury 55+, equity-model continuing care retirement community in Atlanta’s prime Buckhead district. The Isakson Living community offers a long list of amenities, including a resort-style clubhouse and pool, central courtyard with regulation size croquet lawns, rooftop patio and open-air pavilion, community garden, art studio and woodworking shop, and a dog park.

Thanks to infinitee’s integrating technology, strategic perspectives and branding best practices – as well as the 2021 NAHB Best of 55+ Housing Award – many more people know of the brand promise of livable luxury at Peachtree Hills Place, a community where Boomers can “savor the rewards of a life well-played.”

Sooner Station, a first-of-its-kind, alumni-based senior living community that will connect the mind, body and spirit, gets the premium marketing connection.

Nothing gets the memories flowing and faces smiling like talk of one’s college years, when every day was an opportunity to learn and experience something new and make fresh connections with people and possibility. That spirited feeling will become a place for seniors with Sooner Station, a 188-unit first-class senior living community opening early 2022 and just minutes from the University of Oklahoma’s campus in Norman.

The uncommon lifestyle concept is now connecting with its target community – Boomers that are also Boomer Sooners, i.e., OU alums. Co-developer MedCore Partners and community manager Integral Senior Living (ISL) reached out to infinitee to help bring to market this one-of-a-kind community designed to echo the energetic, can-do spirit of the University of Oklahoma. Relying on its 30 years of real estate marketing experience, the agency is driving all strategy, creative and marketing to support pre-leasing efforts leading to Sooner Station’s February 2022 grand opening.

Situated on the north side of University North Park, one of the area’s most popular mixed-use destinations, Sooner Station will offer 100 Independent Living, 64 Assisted Living and 24 Memory Care apartments. A premier senior living sponsor of the University of Oklahoma Alumni Association and developed by MedCore and The National Realty Group (TNRG), Sooner Station will offer Boomers a vibrant social events calendar and programming, elevated residential amenities and dining options, and more.

Seniors at Sooner Station share not only a desire to celebrate the golden age of life, but also an intense passion for OU. Residency includes annual membership in the alumni association, premier access, including transportation, to all campus events, the monthly Speaker Series featuring OU professors and additional onsite gameday events. In February, Sooner Station and the Osher Lifelong Learning Institute (OLLI) announced an agreement to begin course offerings on site during summer 2022.

Sooner Station residents will also benefit from ISL’s many nationally recognized amenity programs that have enhanced senior living communities across the country for decades. Vibrant Life®, Generations Memory Care and Elevate® dining will be incorporated into the new community. No matter the residents' physical or mental health, programming is developed to meet them where they are in their aging journey, maximize quality of life and keep them as active as possible within their personal restrictions.

An innovative, uniquely local and spirited senior living community delivering an unparalleled residential experience shouldn’t be served by the same old marketing plan. infinitee’s dynamic direct mail, email marketing and digital campaigns will launch in May with the goal of a 10-month lease-up. A full year before the grand opening, it launched the full Sooner Station website with data capture, lead generation digital strategy, and campaign implementation with integrated retargeting.

infinitee knows how to make Class A websites and their mobile-friendly application is the best I’ve ever seen in the senior living space, said Tiffany Cobern, MedCore Partners’ director of seniors housing operations.

The development partners tapped infinitee to strategically drill down to the most effective, efficient and innovative tactics to help spread the word about Sooner Station. In addition to the website launch, the agency contributed its creative and strategic expertise to the community’s leasing brochure and social media platforms.

All senior living developments check the various locational boxes, but what makes a community truly the place to be? More than an active adult community, Sooner Station is a destination. With an energetic, can-do spirit of its own, infinitee is proud to pave the marketing way to the first-class senior living community.

While multifamily and senior living communities increasingly leverage technology, they should always do so in service to customer experience.

You’re liable to run into gearheads at the Apple Store, auto repair shop or even on the hiking trail. Beware, if given the chance, they’ll talk your ear off about the latest bells and whistles on their phone, ride or new camping equipment. Technological innovation is important, even vital, for most industries, including multifamily and senior living, but such tools should be part of the overall customer experience – and your brand story – not the proverbial trees preventing us from seeing the full forest.

As Michael Procopio, vice president of development at The Procopio Cos., writes in RE Business Online

, more Gen Z buyers (43 percent) and millennials (35 percent) rated smart home features as “very important.” And the desire for technology will continue to grow as more enter the housing market and older generations adapt to its use. While these preferences will continue to be reflected in the design of residential communities across the country, it’s not an end in and of itself. The rising tech innovation supports the evolution of amenities at multifamily and senior living developments which, in turn, elevate the resident experience.

Of course, everyone’s experience changed in the past year under the harsh reality of the pandemic. Technology was there again, this time to help residents feel safer, keeping them connected, but at the same time socially distant. From virtual reality-driven leasing tours to various touchless capabilities and controlled access from smartphones, residential developers employed innovations for ease of use and to ease COVID-19 concerns. Procopio appropriately cautions though that it’s the goal, not the gear, that matters most: multifamily developers and operators may be tempted to “incorporate all technology… [but those] decisions should be driven by demographic trends and preferences and resident experience impacts.”

Baby Boomers, 10,000 of which will turn 65 every day between now and 2030, are redefining senior living development. This ain’t their parents’ "retirement home" situation, after all. They don’t want to be slowed down on their way to “ an engaging, entertaining life full of experiences.” Convenient tech tools, including tele-health and exclusive resident portals, allow them more time to focus on the well-earned joys of life.

For example, Peachtree Hills Place, the first and only luxury 55+, equity-model continuing care retirement community in Atlanta’s prime Buckhead district, offers a long list of community amenities. Residents can relax at the resort-style clubhouse and pool, central courtyard, rooftop patio or open-air pavilion; hone their crafts in the community garden, art studio and woodworking shop; and walk the property’s extensive trails or their best four-legged friend in the dog park. There’s a lot to focus on besides technological innovation, but that helps support and elevate the total customer experience.

To paraphrase a presidential poet, people often forget what you said or did, but they will never forget how you made them feel.

Multifamily and senior living residents want to feel comfort and experience quality and convenience. The ‘bells and whistles’ of technology may change their tune, but those core human values remain at the core of how multifamily and senior living communities should be designed, built and operated.

Retail, the most dynamic property sector, changes again – and always for the better.

For those trying to predict how the tale of retail will go, remember all of the experts and commentaries at the start of 2020 attempting just that. Those amounted to a big swing and a miss at an unprecedented coronavirus curveball. As the saying goes though, growth happens when you’re out of your comfort zone. Many retailers seized that opportunity and this one, too: never waste a crisis. Adversity is an opportunity to improve and further separate yourself from the competition, with teamwork and good ol’ thinking on those feet.

Retailers, including several of the largest chains, reacted to COVID-19 by adjusting to socially distant protocols and retrofitting stores to offer consumers alternatives like curbside, drive-thru and in-store pickups, in addition to online sales. As discussed in a recent blog, Tanger Outlets reopened their outdoor centers and saw a 90% business bounce-back from pre-COVID traffic averages. Customers have always prized convenience, which they get through the retailers’ online and in-app portals, as well as same-day pickup. And contactless pickup ensures safety through social distancing.

There’s more good news: the retail sector is accustomed to change. “Driven by continual shifts in fashion and consumer preferences, demographics, retailer innovation, and commerce technology, retail has always been the most dynamic property sector. Brands rise and fall, shopping patterns evolve, and retailers adapt. The process of ‘creative destruction’ never ceases,” according to PwC and the Urban Land Institute’s “ Emerging Trends in Real Estate 2021.”

Despite the ease of ecommerce, you can’t point and click your way to immersive “retailtainment” or even an authentic alfresco meal at your favorite restaurant. Customers value experience, now more than ever after a year of being cooped up at home. The pandemic will eventually be history, so balancing the bricks with the clicks, i.e., investing in the shopping experience to go with one’s online platform, is critical for business. Brian McGough, managing director for Hedgeye Risk Management, a Connecticut-based economic research firm, told Bisnow that “90% of retailers don't get it.”

A major question remains: how does the seismic event that made the year 2020 into a dumpster fire meme affect consumer shopping behaviors? eMarketer noted that many people either shopped online for the first time or shopped in new categories during the past 12 months. The work-from-home movement, which was called “the largest social experiment of all time” by one real estate research director, and the housing surge were definite trends away from dense living spaces and bricks-and-mortar commercial environments and toward more online consumer activity.

Retail researchers will be trying to pin down the “how many” and “how frequently” of the new consumer wave eMarketer referenced. Interestingly, the research firm also projected that ecommerce growth “will decelerate substantially this year” while overall worldwide retail will rebound to 5.1% growth, after a decline of 3% in 2020. January already showed signs of this as 23% of consumers surveyed by Coresight Research and reported by Bisnow said they purchased clothing and shoes in a bricks-and-mortar setting, a 6% bump from December, while online purchases of the same goods remained stagnant at 24%.

A retail sector on its toes? So it goes. For every pandemic punch in the economic gut, there are countless economic cycles that turn on you seemingly without warning, as well as the aforementioned tech disruptions, fickle consumer trends and other shifts, switches and transitions. Change is the only constant. For the retail sector, that’s business as usual, even amidst the very unusual.

Ancient Greek philosophy reminds us, “The only constant in life is change.” While 2021 planning may feel like throwing darts while blindfolded, one thing is certain — the new year will bring new consumer habits and major opportunities to revamp the way we engage our audiences.

Take a look at how COVID-consciousness has affected the major category of retail. A op-ed piece by Scott McKenzie, global head of the Nielsen Intelligence Unit, outlines five new types of holiday shoppers and what their differences mean for brands. For 2020, McKenzie foresees a pivotal shift in what we qualify as gift-worthy. Particularly, “Among the constrained groups, there will be opportunities for products not typically considered as living in the gift category. For example, ingredients that tie to a surge in home baking, increasingly expensive staples like fresh fruit, and DIY tools and supplies will be more than welcome for some this year.”

Meanwhile, Forbes is calling 2020 the first true “OmniHoliday” shopping experience. The article notes, “75% of the U.S.’s top 50 store-based retailers [...] are offering curbside or in-store pick up.” Target, for instance, saw a 700% jump in curbside pickups in Q3. Tanger Outlets, which also offer contactless pickup, reopened their outdoor Centers to a 90% rebound of pre-COVID traffic averages. This blend of convenience shopping (online or in-app) with the instant gratification of same-day pickup satisfies our newly-upended hierarchy of needs — the safety of social distancing, the comfort of easily accessible essentials, and the escapism necessary to navigate a winter of uncertainty — and helps retailers cope with mandates for decreased occupancy.

Online streaming services also underwent big changes. Zoom, the video conference platform now synonymous with that #wfhlife, reported that 2 trillion meeting minutes were logged in April 2020 between 300 million daily meeting participants in the same month. In their 2020 wrapup, Spotify announced a more than 1,400% increase in work-from-home themed playlists and a 180% increase in tune-ins to health and wellness podcasts. Our habits also reflected a global awakening to social justice, with more than 64 million streams of Spotify’s Black Lives Matter playlist; users created another 65,000 playlists in honor of the movement.

Shoppers are putting their money to work for causes, as well. Instagram users have tagged more than 7.5 million posts with #blackownedbusiness. This mainstreaming of minority-owned brands is reflected in our spending — Yelp reported a 7,043% YOY increase in searches for Black-owned businesses from May 25 to June 10. Of the 1.1 million minority-owned U.S. small businesses, McKinsey & Company estimates they employ more than 8.7 million workers and generate $1+ trillion per year. Last month, an American Express study revealed, “88% of U.S. consumers feel a personal commitment to support small businesses in the wake of the pandemic.” The same study estimated that small businesses recommended by our friends via social media could generate up to $197 billion in sales by end of year. Special hours, private shopping appointments, and local deliveries made by employees are among the top ways owners are working to meet this increased demand.

Examining how we shop is one thing, but understanding why is a much bigger task. More than ever, consumers are blurring the line between FOMO and YOLO, debating on a case-by-case basis whether the risk of an in-store purchase or an out-of-state trip is worth the reward. Etsy has tapped into the heart of the matter with their latest campaign, Gift Like You Mean It. As we rethink purchases and put more emphasis on finding unique items, we also ease some of the guilt and wistful thinking that comes from missing out on cherished traditions. It’s not all dark days ahead, however. Barb, our CMO, summed up the current market climate with this positive perception: America is a consuming country. We want convenience, sure, but we need the entertainment and socialization aspects of shopping as well.

infinitee is thrilled to announce that we have completed first-phase marketing for East Point Exchange (EPX) — a truly unique development that reimagines Main Street for mixed-use living. This work is the product of a partnership with Atlanta-based Kairos Development and Culture Labs. Through this collaboration, Kairos will soon break ground on the unique development designed to reflect East Point’s legacy of hospitality and hard work.

Now in the lease-up stage, our work on EPX began earlier this year. Due to the partners’ unique vision for the development, their commitment to honoring the spirit and pride of East Point, and the immense interest from key stakeholders in the city, we began with a full brand immersion to define a new way of life. From a vision and concept statement, our team built a hustle-and-grind look that is fresh and full of promise. We crafted a unique brand voice and consulted on the final development name. Our team also delivered a full-scope strategy with tiered targeting to drive commercial leasing as well as interest in the development as a destination.

Zach Williams, Marketing Director of Kairos Development, writes,

I can’t praise the work y'all have done enough. [...] It has the right language, look, and feel and it makes it very easy to believe in the future of East Point. Thanks again.

Randy Beavers, Principle at Culture Labs, adds, "Knowing how much impact this project is going to have on East Point, it is critical for us to build relationships and communicate effectively. infinitee has helped us start on the right foot by conveying our intent to create positive impact and value for the existing community, as well as for future generations, which is the spirit of this project."

Slated as a purpose-oriented and experiential community in the heart of East Point, EPX welcomes Doers of all races and creeds who want to have a hand in building a lifestyle that reflects their passions. The phased development concept will feature brand new multi-family residences, makers studios, a wellness campus, and flexible office space in restored historic buildings, as well as numerous arts and entertainment spaces, all connected by the East Point PATH. This park, trail and pedestrian system is now underway and will ultimately link the city to the Atlanta BeltLine’s southern crest. The PATH also connects EPX to the East Point MARTA station, making it a fully-walkable, game-changing alternative to in-town Atlanta neighborhoods.

We could not be more excited for this phenomenal project. This development is integral to East Point’s revitalization efforts and we are proud to play a part in bringing this community together for a beautiful future. — Barb McGraw, CMO & Founder

The full East Point Exchange website with data capture, lead generation digital strategy, and campaign implementation with integrated retargeting will go live after Thanksgiving. The leasing brochure is in-market and concept work has started for a grassroots video series that will spotlight the stories and faces of East Point’s long-time residents.

About infinitee Communications, Inc.infinitee is IN. INto advertising. INto problem-solving. INto creativity. For 30 years, infinitee’s expertise has been invaluable to many national and regional real estate, healthcare, B2C and B2B brands. The full-service agency specializes in branding, strategy, marketing, print and digital media, video and photography. Balancing strategy and creativity, building brand equity and driving sales is what infinitee is all about. Schedule a video call with Vince Vitti, Vice President of Business Development.