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Project Overview
JLL Capital Markets app provides a new, innovative way for potential investors to discover commercial retail property investment opportunities. This is a highly niche app, aimed at portfolio managers and potential investors in retail property assets.
Interacting with a database of sales, users can browse shopping centre assets, compare similar centres in the vicinity and understand historical sales data. JLL can now control who receives content because the App enables the distribution of highly targeted and measurable content.
Project Commissioner
Project Creator
Team
webqem team
Project Brief
Shifts in technology and user behavior often present a challenge to even the most established companies. Venturing into digital publishing for the first time, JLL saw an opportunity to meet its clients’ needs by integrating their digital app into its overall business strategy.
The nature of JLL’s content meant the company wanted a solution that didn’t require clients to be online to access content or to print pages of reports. JLL was well aware of its niche offering and also needed an adaptable solution. The company wanted to distribute content to specific stakeholders, so required a solution that encompassed targeted content delivery.
Key objectives included:
*Providing a new platform with key information including investment alerts, information memorandums, research and sale analysis summaries.
*Increase client engagement
*Use mobile to create a seamless customer experience
*Make information available offline and provide for clients that are often travelling (via a multi-channel environment)
*Gain better insights to user interaction and content relevancy
*Selectively distribute highly targeted content
*Elevate the existing benchmark - improve upon JLL print and edm publications
*Introduce efficiencies
*Assist with sales enablement by providing new tools to aid with conversion
Project Need
“JLL Capital Market App gave us the ability to target content effectively and allow certain clients to see certain types of content, which is important to us.” - Craig McCarthy, Head of Marketing and Communications, JLL, Australia.
For JLL, success didn’t mean growing its base of followers, but rather increasing engagement and providing relevant information to existing clients and investors. JLL needed to segment the most popular content to help facilitate continued learning, something its market really valued. The company wanted to create a seamless customer experience that gave its clients control of content while preserving confidentiality.
JLL also uses the built-in analytics in the Digital Publishing Solution to track which content is performing well, not only to gain a greater understanding of its clientele, but also to continue to create highly relevant content.
Key attributes:
* Targeted offerings - Distribute targeted and relevant information to clients and investors.
* Engagement - Deliver high-impact, interactive content in an intuitive way to keep users engage
* Relevant insights - Built-in analytics help inform more targeted business decisions
* Offline access - Able to access content online or offline, giving users valuable content whenever and wherever they need it This saves clients having to print numerous pages of financial reports. For example, if a customer is flying interstate or overseas, he or she still has access to the application and all its components in the air without being connected to Wi-Fi.
User Experience
“We’re building better content as a result of Adobe Digital Publishing Solution. It allows us to see specifically which parts of the content our clients are reading.” - Simon Rooney, Head of Retail Investments, JLL, Australia
Since the launch of their app as part of its overall business strategy JLL has experienced higher engagement rates with clients and is extremely satisfied with the results. The company is producing better quality content that it uses to differentiate its offering from competitors.
One of the main objectives was to showcase shopping centre assets in a more professional, interactive and impressive manner. JLL's target audience wanted to be able to access comprehensive information on any device and digest the often dry data in a visual and engaging form. This was successfully achieved by transforming the PDF documents which were traditionally emailed to the target user.
The interface is dynamic and eye catching with a combination of video, images, graphs and data – with information selectable via an interactive map
The data JLL collects from visitors returning to the mobile application (via Adobe Analytics) provides quality information for the team, enabling the firm to create even more highly targeted content for this niche market investing in shopping centres across Australia.
Project Marketing
The app has been designed to meet the needs of a niche market of investors and owners of shopping centres. A typical sale can be $200M therefore success is not measured on the quantity of downloads, but the value of the targeted user group.
JLL managed a targeted campaign to raise awareness of the app to a selected group which included:
*Channel marketing
*Sales lead engagement/education of sales reps
*Emails
*Social campaigns
Project Privacy
Both JLL and webqem are committed to the responsible collection and use of personal information. All personal information is secure and private.
- Only basic personal information about each user is stored. Typically this includes their name and email
- All user information is stored in a secure database
- Access to user information is limited and controlled
- No personal user information is collected without the user's knowledge
- A link to JLL's privacy statement is included in the App on the Contact page
Best Expanded Service or Application
Open to apps in all categories with updates and developments that truly enhance the user experience and take your app or service to another level.
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