Store openings drive a 52% jump in web traffic

When a retailer opens a new brick-and-mortar store traffic to that retailer’s web site from those in the surrounding postal area jumps 52% on average within six weeks of the store opening, according to research published by U.K.-based commercial real estate company British Land, which used web data from Connexity Hitwise. The research further showed that locally-generated web traffic remains at this increased level well after the store has opened, suggesting that the opening of a physical stores sustained a positive impact on digital interaction with the brand.