Shopping Centers Today

NOV 2018

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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6 S C T / N O V E M B E R 2 0 1 8 T H E C O M M O N A R E A N E W S F R O M A LL C O R N E R S O F T H E I N D U S T R Y $2B BUYS BLACKSTONE SOME UNIQUE U.K. RETAIL SPACE 8 95 PERCENT OF HOLIDAY SHOPPERS WILL USE PHYSICAL STORES 10 A NEW WEB PLATFORM OFFERS GROCERY STORE DATA 12 EMERIL LAGASSE IS BUSY, BUT NEVER TOO BUYS TO COOK 16 P hysical stores are essential to the success of retailers and e-tailers alike, a new study from ICSC reveals, demonstrating a symbiotic relationship between online and offline retail. Opening an additional store boosts traffic to a retailer's website in the market by an average 37 percent in the quarter that follows, concludes the study, titled The Halo Effect: How Bricks Impact Clicks. The study was conducted by research firm Alexander Babbage for ICSC. For emerging brands — defined as those less than 10 years old — a store opening boosts online traffic by an average 45 percent in the market. For established brands — defined as those more than 10 years old — a store opening boosts online traffic by 36 percent, on average. "That new store serves as a constant billboard in the customers' daily trav- els, helping reinforce the strength of that brand and the presence of that brand," said Michael Brown, a partner at A.T. Kearney's consumer products and retail practice. "It gives the con- sumer a place to engage with the prod- Physical stores are vital for retail success, an ICSC study finds By Edmund Mander The Halo effect Shoe retailer Allbirds, which started out online, is boosting sales across all channels by opening stores

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