When a new shop opens, traffic to the retailer’s website from the surrounding postal area increases by 52% on average within six weeks of opening.
According to research by British Land and data from Connexity Hitwise, digital traffic then remains around this level, which demonstrates the positive impact on digital interaction with the brand.
Brands with fewer than 30 stores enjoyed the greatest positive impact from store openings, with uplifts in local traffic to their websites of 84% on average, showing that a physical store can make a critical contribution to the online success of expanding brands.
Charles Maudsley, head of retail, leisure and residential at 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.”
Ben Dimson, head of retail business development at British Land, added: “Blending channels is increasingly common, pure-plays are still moving to physical and click & collect, an increasingly important link between physical and online, is continuing to take ground. Click & collect usage is on average 46% greater than the national average at our local centres, proving they are particularly well positioned for omni-channel shopping.”
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