A new International Council of Shopping Centers (ICSC) report echoes earlier studies showing how retailers get a boost in web traffic from having physical stores. But a much larger payback was found this time to come from store openings and a smaller drawback from closings.
The study, “The Halo Effect: How Bricks Impact Clicks,” found:
- Opening a store leads to a 37 percent average gain in overall traffic to a retailer’s website and increases its share of web traffic within that market by an average of 27 percent;
- For emerging brands (less than 10 years old), store openings drive an average 45 percent increase in web traffic following a store opening versus a 36 percent boost for established retailers.. . . more