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Opening a store helps boost traffic to a retailer’s website within a given market by some 37 percent on average during the quarter that follows, according to a study titled The Halo Effect:

How Bricks Impact Clicks. Research firm Alexander Babbage conducted the study for ICSC. For emerging brands — defined as those less than 10 years old — opening a store helps increase online traffic by an average of 45 percent within a given market.

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