The Right Retailer Strategy - Developing Both Online and Traditional Retail
According to a study by the International Council of Shopping Centers (ICSC), the right strategy for retailers today is to support and develop both channels - online and traditional retail, Footwearnews.com writes.
Despite the fact that many today predict the death of traditional retail and the complete transition of consumers to online, the International Council of Shopping Centers (ICSC) study for 2018 says that the most correct strategy for today's retailers is to develop two channels at once and online and traditional retail.
Researchers have discovered the so-called halo effect when a customer purchases an item in a brand’s retail store, within the next 15 days he makes a purchase in the online store of the same brand. And often he spends even a larger amount than when buying in retail.
And vice versa, having bought something in an online store, a buyer with a high degree of probability may soon go to a retail store of the same brand.
It was found that the average consumer, from the moment of purchase in retail, makes 1,3 transactions with the same brand online within 15 days. For example, the halo effect leads to the fact that for every 100 dollars that a consumer spends online, he subsequently spends 131 dollars on the same brand when buying in traditional retail. In the opposite scenario, the consumer spent 167 dollars online, after buying 100 dollars in regular retail of the same brand.
Based on this, we can conclude that the relationship between the online channel and the traditional retail is symbiotic, and the most correct strategy for retailers today is to develop two channels at once - online and traditional retail.
According to a study by the International Council of Shopping Centers (ICSC), the right strategy for retailers today is ...
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