OAK BROOK, IL–It's been a milestone year for Inland Real Estate Acquisitions. The firm has just topped $44 billion in total sales, with $2.9 billion of that acquired in the past two years alone. But the secret, says Mark Cosenza, SVP of Inland Acquisitions, isn't just the portfolio.

“Owning great real estate is half the battle,” he says. “The other half is attracting people to come more than they normally would, and any way we can help our tenants do more business is great for all of us.” As he describes it, the firm's long-term support of its acquired properties has helped fuel their sales volume figures.

So you'll see the folks of Inland fuel such community-minded events as farmers markets, holiday festivals and high-end car shows to pull in both the baby boomer and the millennial crowds. “The number-one goal at these centers is to drive traffic to the brick and mortar,” he says. Of course, that's always been the goal; in fact, it's the goal of all retailers, but “now we really need to focus on it with the expansion of e-commerce.”

Naturally, tenanting is also key, especially in village-style centers, where there's typically high-density populations surrounding the retail. Such is the case at Coastal North Town Center in Myrtle Beach, SC, which Inland purchased earlier this year. The center will soon be able to draw traffic from the 140 townhomes currently going up.

And it's also the case at the Marketplace at Tech Center, Inland's recently purchased open-air center in Newport News, VA. The center is not only getting some 200 new apartment units next door, but it also sits right atop the Jefferson Lab accelerator, which can deliver up to 3,400 research scientists.

And that's the point. Attracting that mix of workers and residents, leisure types and business people is key. And to appeal cross-generationally, Inland goes for a mix of Boomers, millennials and everything in between with some straight-up retail alongside more entertainment/dining experiences. So you'll see grocers such as Whole Foods, Kroger or Giant Eagle alongside fast-casual and quick-serve eateries like P.F. Chang and Panera Bread.

And, just to ensure the breadth of non-traditional retail offerings, Inland throws in yoga centers and fitness facilities along the whole gamut of experiences. As a result, “We're attracting people to our centers morning, noon and night,” he says. As an example he offers up a typical executive who can come to a center for a workout and then go to Whole Foods to grab a prepared lunch and then to Starbucks for a latte and biscuit on the way to work.

“We buy a lot of apartments ,” he explains to GlobeSt.com. “So when we look for deals, we keep in mind that renters want to be close to work and play. Focusing on centers with residential in close proximity ensures the captive audience.”

And the returns. Cosenza says that 73% of people who visit the physical store will make a purchase, and 80% of those buying online and either pick up in the store or return merchandise will make a purchase before they leave. With a captive audience, sales are virtually assured.

OAK BROOK, IL–It's been a milestone year for Inland Real Estate Acquisitions. The firm has just topped $44 billion in total sales, with $2.9 billion of that acquired in the past two years alone. But the secret, says Mark Cosenza, SVP of Inland Acquisitions, isn't just the portfolio.

“Owning great real estate is half the battle,” he says. “The other half is attracting people to come more than they normally would, and any way we can help our tenants do more business is great for all of us.” As he describes it, the firm's long-term support of its acquired properties has helped fuel their sales volume figures.

So you'll see the folks of Inland fuel such community-minded events as farmers markets, holiday festivals and high-end car shows to pull in both the baby boomer and the millennial crowds. “The number-one goal at these centers is to drive traffic to the brick and mortar,” he says. Of course, that's always been the goal; in fact, it's the goal of all retailers, but “now we really need to focus on it with the expansion of e-commerce.”

Naturally, tenanting is also key, especially in village-style centers, where there's typically high-density populations surrounding the retail. Such is the case at Coastal North Town Center in Myrtle Beach, SC, which Inland purchased earlier this year. The center will soon be able to draw traffic from the 140 townhomes currently going up.

And it's also the case at the Marketplace at Tech Center, Inland's recently purchased open-air center in Newport News, VA. The center is not only getting some 200 new apartment units next door, but it also sits right atop the Jefferson Lab accelerator, which can deliver up to 3,400 research scientists.

And that's the point. Attracting that mix of workers and residents, leisure types and business people is key. And to appeal cross-generationally, Inland goes for a mix of Boomers, millennials and everything in between with some straight-up retail alongside more entertainment/dining experiences. So you'll see grocers such as Whole Foods, Kroger or Giant Eagle alongside fast-casual and quick-serve eateries like P.F. Chang and Panera Bread.

And, just to ensure the breadth of non-traditional retail offerings, Inland throws in yoga centers and fitness facilities along the whole gamut of experiences. As a result, “We're attracting people to our centers morning, noon and night,” he says. As an example he offers up a typical executive who can come to a center for a workout and then go to Whole Foods to grab a prepared lunch and then to Starbucks for a latte and biscuit on the way to work.

“We buy a lot of apartments ,” he explains to GlobeSt.com. “So when we look for deals, we keep in mind that renters want to be close to work and play. Focusing on centers with residential in close proximity ensures the captive audience.”

And the returns. Cosenza says that 73% of people who visit the physical store will make a purchase, and 80% of those buying online and either pick up in the store or return merchandise will make a purchase before they leave. With a captive audience, sales are virtually assured.