ICSC: Retailers Benefit From Having Store, E-Commerce Operations

Retailers with brick-and-mortar and e-commerce operations continue to benefit from having both, according to a recent study from the International Council of Shopping Centers (ICSC).

As a follow up to its 2018 study “The Halo Effect: How Bricks Impact Clicks,” ICSC research found that following an online transaction, the average consumer makes 2.1 transactions in-store with that same retailer within 15 days. Similarly, following an in-store transaction, the average consumer makes 1.3 online transactions with the same retailer within 15 days.

In terms of dollars, the $100 online transaction leads to an additional spend of $131 by consumers, while the $100 in-store purchase leads to an additional spend of $167 online.

ICSC officials noted that the physical and digital purchase act as extensions of each other and consumers spent continuously at both, notably within a 15-day period.

“Our first Halo report demonstrated the positive correlation between having both a physical and digital presence as it relates to web traffic and brand awareness. This follow-up report puts a dollar amount on that relationship,” said Tom McGee, president and CEO of ICSC. “What we found was that consumers take advantage of the channels available to them and it has a positive impact on total sales. Simply put, consumers want a great experience whether it is online or in the store.”