New Emplifi Research: 86% of Consumers More Likely to Purchase From Brands That Respond Quickly on Social Media

Why this matters

This research highlights a growing imperative for retail landlords and operators to integrate digital responsiveness into tenant and asset strategies. The finding that 86% of consumers prefer brands that engage swiftly on social media underscores how consumer expectations are increasingly shaped by real-time digital interaction. For institutional investors, this signals that retail tenants’ omnichannel capabilities and digital customer engagement may become critical drivers of foot traffic and sales performance, influencing leasing demand and rent resilience. In a sector still navigating the post-pandemic recalibration, where experiential retail and e-commerce coexist uneasily, landlords who can support tenants’ digital strategies—through infrastructure, data analytics, or flexible leasing—may gain a competitive edge. Moreover, this consumer behavior insight could affect underwriting assumptions, particularly around tenant sales volatility and the durability of retail cash flows. Lenders and capital providers should note that retail assets anchored by digitally savvy tenants might present lower operational risk, potentially influencing loan terms or pricing. Ultimately, the research reflects broader shifts in retail fundamentals, where digital agility is not ancillary but central to consumer engagement and, by extension, retail real estate performance.

Editorial analysis · AI-assisted

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