Insight: new physical stores increase retailer website traffic by 52%
A new study has found that when a retailer opens a new store, traffic to the its website from the surrounding postal area increases by 52% on average within six weeks of opening.
The research by British Land using data from Connexity Hitwise also shows that digital traffic from the local area then remains around this level, thereby demonstrating that a physical store has a significant, positive and sustained impact on digital interaction with the brand.
Brands with fewer than 30 stores were found to enjoy the greatest positive impact from store openings, with uplifts in local traffic to their websites of 84% on average.
The study takes British Land’s previous True Value of Stores research one step further and starts to quantify the ‘halo effect’. More work is already underway to measure the distinct contribution of each channel and ensure leasing models and valuation methods reflect the benefit of the store to retail businesses as a whole.
Charles Maudsley, head of retail, leisure & residential for British Land, said: “The research shows that physical stores are an engine of online growth. Consumers choose brands that align to their lifestyle and values: a physical store enables a retailer to demonstrate its brand in action and drive interest online. At the same time, stores enable retailers to respond to evolving shopping habits, market their brand effectively, and deliver products more efficiently. At British Land, we provide the perfect platform for retailers to do this through our continued investment in Regional and Local centres across the UK.”
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