NEW YORK—A positive relationship between online and physical sales for a retailer has long been suspected, but now a new study by the retail association group ICSC not only shows that it is true but also quantifies it. In what it has dubbed the halo effect, ICSC finds that a single retail transaction—whether it is online or in a store—can lead to further sales in a different channel within a short period of time.
In other words, a consumer that buys something online from a retailer, tends to make a purchase in that retailer's physical store within 15 to 30 days. And vice versa.
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Erika Morphy
Erika Morphy has been writing about commercial real estate at GlobeSt.com for more than ten years, covering the capital markets, the Mid-Atlantic region and national topics. She's a nerd so favorite examples of the former include accounting standards, Basel III and what Congress is brewing.
