Retailers with physical stores experience higher Web traffic, attract new customers and increase brand awareness in the market.

  • Jersey Mike’s steps up its digital experience

That’s according to a recent ICSC study, “The Halo Effect: How Bricks Impact Clicks,” which found that opening a physical store leads to a 37% average gain in overall traffic to a retailer’s website and increases its share of web traffic within that market by an average of 27%. The opposite is also true as web traffic tends to fall when stores close.

The “halo effect” – commonly defined as the tendency for an impression created in one area to influence another – is radically transforming how retailers do business and innovate, according to ICSC.

“The clicks versus bricks debate is over,” said Tom McGee, president and CEO of ICSC. “We have long suspected that…