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Physical store openings permanently boost online traffic

Old Market HerefordWhen retailers open a new store its online traffic leaps locally, and stays at the higher level.

Using the experience of companies which opened stores at British Land shopping centres and data from Connexity Hitwise, retailers with under 30 branches experienced a 84% increase in traffic to its website from the surrounding postal area within six weeks of opening. Digital traffic from the local area then remains around this level, demonstrating that a physical store has a significant, positive and sustained impact on digital interaction with the brand,’ says British Land.
For chains with more than 30 stores the increase is 52%.
‘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,’ said Charles Maudsley, British Land head of retail, leisure and residential.
‘Blending channels is increasingly common, pure-plays are still moving to physical and click and collect, an increasingly important link between physical and online, is continuing to take ground. Click and collect usage is on average 46% greater than the national average at our local centres proving they are particularly well positioned for omnichannel shopping,’ said Ben Dimson, British Land head of retail business development.