Imaginuity Cindy virtual shopping bestie drives online and physical traffic for JLL Retail Property Management

Imaginuity has developed and launched a virtual shopper named Cindy for JLL Retail Property Management at 13 shopping centres across the US.

Created to be a consistent and replicable virtual spokesperson online, Cindy embodies multi-ethnic characteristics designed to resonate across geographically dispersed shopping centres.

She is an extension of Imaginuity’s Pylot platform that aims to create “beautiful, human centred website experiences.”

The Dallas agency’s AI Lab developed Cindy in partnership with The Dealey Group, lead brand agency for many of JLL’s managed shopping centre properties.

The Dealey Group took the lead on creative and content around the vision of making Cindy a “virtual shopping bestie” while Imaginuity brought her to life with a mix of generative AI tools driven by a proprietary recipe of procedures, prompts and modelling.

Informed by JLL’s shopping centre customer profiles, Cindy was created to feel authentic, relatable, and work in different market geographies, from small to large, each with different shopper demographics and psychographic characteristics.

“We carefully crafted her appearance, focusing on every detail from her glowing complexion to her chic hairstyle, ensuring she's easily recognisable across all platforms,” says Ashlyn Booth, EVP and Director of Property Marketing at JLL.

“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.”

Cindy was brought to market through a multi-platform social campaign.

One month post launch, year-over-year online website sessions across participating shopping centres has increased by 500%, new site users by more than 1,000% and page views by nearly 500%.

“Cindy is now an integral part of each centre’s website presence and social media strategy, giving these important platforms a fresh new voice and personality that will build engagement with shoppers,” says Corbett Guest, President and Chief Strategy and Innovation Officer ar Imaginuity.

“We have been developing innovative marketing technology solutions for shopping centres for over 20 years.”

“Our Pylot platform enables centres to launch highly scalable websites fast and Cindy will enhance the user experience and drive engagement of these sites through timely content focused on the latest trends, deals, and shopping centre goings on.”