NEW YORK—A positive relationship between online and physicalsales for a retailer has long been suspected, but now a new studyby the retail association group ICSC not only shows thatit is true but also quantifies it. In what it has dubbed the haloeffect, ICSC finds that a single retail transaction—whether it isonline or in a store—can lead to further sales in a differentchannel within a short period of time.
In other words, a consumer that buys something online from aretailer, tends to make a purchase in that retailer's physicalstore 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.
