Store Managers Say Business Is Good
The annual Mid-Year Retail Sentiment Survey from Levin Management Corp. has revealed that year-to-date sales met or surpassed mid-year 2024 levels for three-quarters of the store managers polled at the 125 properties where the North Plainfield, N.J.-based commercial real estate services firm operates.
As they have conducted business, 38.1% of survey respondents said that they’re looking at new ways to better integrate customer experiences in-store and online. Buy online, pick up in-store has become the most popular in-store fulfillment option, with 54% of those polled saying they offer it, trailed by local delivery and ship from store, at 32.5% each.
Store managers also noted that technology is becoming more important to their businesses, with 44% planning new tech investments this year. As for artificial intelligence, 20.2% are using it to benefit their businesses, versus 11.8% in the 2024 survey, even as 35.4% are testing AI tools versus 20.6% in the prior year.
In regard to tech-enabled marketing, 65.3% of store managers are using social media, 62.7% email marketing and 47.5% loyalty/rewards program platforms, according to Levin. More than a third of survey participants incorporate content marketing, display/banner ads, search engine marketing and search engine optimization in their digital efforts.
Of survey respondents who are active on social media, half said that they use paid options such as ads or boosted content, although only 14.4% sell directly within social media platforms. This year, for the first time, the survey asked store managers whether they’re partnering with influencers in digital marketing, and about one-quarter of participants responded that they’re using such partners to help promote their brand or products.
“We asked store managers within our leasing and management portfolio whether economic conditions, trade policy or consumer sentiment during the past six months changed their outlook for 2025,” said Levin CEO Matthew Harding. “With under 30% answering in the affirmative, we see a clear indication that retailer performance expectations are less tied to shifting conditions than in the past few years. The bottom line is people are shopping and spending.”
Looking at technology, Melissa Sievwright, Levin’s VP of marketing, said, “AI is revolutionizing retail, and our tenants are using chatbots and other tools to improve customer communication, personalize product suggestions, and schedule appointments and deliveries. On the business end, AI is being leveraged for inventory control and demand forecasting, marketing and more. Retail tenants are working hard to meet evolving consumer preferences, and providing fulfillment flexibility and a convenience-focused in-store experience are key. Social media’s dominance is no surprise, especially with platforms like Facebook, Instagram and TikTok quickly evolving into cost-effective advertising and direct sales channels. Those three platforms for several years have ranked as the most popular social media options in our mid-year survey.”
