News • 06.09.2017

British Land: Offline and online stimulate each other

New research reveals symbiotic relationship between a brand’s physical store and its ecommerce platform

Photo: Shopping couple looking at a smartphone; copyright: panthermedia.net /...
Source: panthermedia.net / PengGuang Chen

The research, using data from Connexity Hitwise, shows that when a new store opens, traffic to the retailer’s website from the surrounding postal area increases by 52 percent on average within six weeks of opening. Importantly, 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.

Brands with fewer than 30 stores enjoyed the greatest positive impact from store openings, with uplifts in local traffic to their websites of 84 percent on average, showing that a physical store can make a critical contribution to the online success of expanding brands.

The ‘halo effect’ improves brand awareness, customer service and trust

These findings take British Land’s True Value of Stores research one step further and starts to quantify the ‘halo effect’. More work is already underway, in partnership with Revo, 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.”

Click & Collect as an example of the link between online and physical

Ben Dimson, Head of Retail Business Development for British Land, said: “One year on from the True Value of Stores report, the findings are more relevant than ever. 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 percent greater than the national average at our Local centres proving they are particularly well positioned for omnichannel shopping.”

The True Value of Stores research quantified for the first time the value of click & collect sales and online sales browsed in store. The key findings were that 89 percent of all UK retail sales touch a store and non-food physical sales are boosted by 9 percent when adding click & collect sales and online sales browsed in store.

Source: British Land

related articles:

popular articles:

Thumbnail-Photo: Real-time personalization: “A ten percent sales increase is possible“...
19.12.2018   #digital marketing #customer analysis

Real-time personalization: “A ten percent sales increase is possible“

Interview on individualized user experience with Gregor Wolf, Managing Director of Evergage GmbH

"Customers who bought this washing machine also bought these socks." Customers don’t want to see bad recommendations like this one when they shop online. But how can retailers suggest items that are more relevant to customers? We ...

Thumbnail-Photo: Superdata PromoServer – Customer loyalty as a factor of success...
26.10.2018   #multichannel commerce #customer relationship management

Superdata PromoServer – Customer loyalty as a factor of success

All instruments for customer loyalty and sales in a single solution

Customer loyalty programs play a central role in the retail industry in order to secure the customer’s favor with increasing competition. With the expansion of the sales and communications channels, the challenge of customer loyalty has ...

Thumbnail-Photo: Make room for innovation: Cloud services for agile businesses...
05.10.2018   #data warehouse management #software as a service (SaaS)

Make room for innovation: Cloud services for agile businesses

Implement your retail pilot projects faster than ever. Interview with SAP retail experts.

Leaner, faster, more useful: Cloud solutions help analyze customer information and make meaningful use of it. Ralf Kern and Achim Schneider of the Industry Business Unit Retail at SAP reveal which retailers no longer want to do without the cloud and ...

Thumbnail-Photo: Bygg-Ole in Sweden streamlines stores with electronic shelf labels...
12.10.2018   #electronic shelf labels (ESL) #electronic shelf labelling

Bygg-Ole in Sweden streamlines stores with electronic shelf labels

For more efficiency and free up time for more promotional activities

With the goal of saving time and money, the DIY retailer Bygg-Ole in Stockholm has implemented the solution Breece electronic shelf labels, which will help the DIY retailer to increase efficiency and free up time for more promotional ...

Thumbnail-Photo: Allgeier’s Retail Solution of the Future
03.01.2019   #video cameras #self-checkout systems

Allgeier’s Retail Solution of the Future

The IoT BoxX - a pop-up store fully integrated into SAP

Like hardly any other industry, the retail sector is being exposed to the challenges of technological change. On the one hand, important market shares were lost to online trading, and on the other hand, the online stores are now blazing their trail ...

Thumbnail-Photo: ISE 2019 to showcase the finest in international AV...
29.11.2018   #event

ISE 2019 to showcase the finest in international AV

All the connections you need at the world’s largest systems integration exhibition

The 2019 edition of Integrated Systems Europe is set to be the largest in the show’s history, with more exhibitors, more floor space, more visitors and more events than ever before. ISE 2019 takes place at the RAI Amsterdam from Tuesday 5 ...

Thumbnail-Photo: Kaufland relies on state-of-the-art technology...
07.11.2018   #pos systems #retail

Kaufland relies on state-of-the-art technology

With an innovative POS system by AURES Technologies

Kaufland offers a completely new shopping experience with ist new store concept. The markets convince with their new, noble and highquality appearance. Modern colors combined with light wood and a new lighting concept create a pleasant atmosphere. ...

Thumbnail-Photo: New cash management solutions for the convenience sector...
08.11.2018   #cash management #cash handling systeme

New cash management solutions for the convenience sector

APG Cash Drawer partners with MSP Systems

APG Cash Drawer, a fast-growing global manufacturer of cash management solutions, announced today its new partnership with MSP Systems, a leading EPOS technology provider for the convenience sector in the UK.  MSP is now offering the SMARTtill ...

Thumbnail-Photo: Top-Toy strengthens stores with digital initiatives...
02.10.2018   #brick and mortar retail #digitization

Top-Toy strengthens stores with digital initiatives

Digital initiatives to boost the stores and ensure competitiveness

A highly competitive market with frequent campaigns such as Halloween, Black Friday, and Christmas puts great demands on retailers. This is also the case with Top-Toy, the leading Nordic toy group, which operates the Toys "r" ...

Thumbnail-Photo: Trend 2019: The digitization of the stationary retail trade...
29.11.2018   #digitization #omnichannel

Trend 2019: The digitization of the stationary retail trade

From retail to omnichannel business model

For stationary retailers, it is no longer enough to think individually about e-commerce or other digital strategies. Instead, the focus is on networking online, mobile and offline channels and implementing a multichannel strategy, the so-called ...

Supplier

Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Allgeier Enterprise Services
Allgeier Enterprise Services
Westerbachstr. 32
61476 Kronberg im Taunus
Permaplay Media Solutions GmbH
Permaplay Media Solutions GmbH
Aschmattstr. 8
76532 Baden-Baden
Intenta GmbH
Intenta GmbH
Ahornstraße 55
09112 Chemnitz
AURES Technologies GmbH
AURES Technologies GmbH
Maisacherstr. 118
82256 Fürstenfeldbruck
Elo Touch Solutions NV
Elo Touch Solutions NV
Kolonel Begaultlaan 1C11
3012 Leuven
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Superdata EDV-Vertrieb GmbH
Superdata EDV-Vertrieb GmbH
Ruhrstr. 90
22761 Hamburg