The Halo Effect II:

Quantifying the Impact of Omnichannel

In 2018, ICSC published a landmark study exploring the influence of physical stores on retailers’ web traffic. It found that brick-and-mortar stores form the foundation of a halo effect, defined as the direct impact of physical stores on digital engagement and consumer awareness of a brand.

This new analysis of more than $31 billion in consumer spending for 2016, 2017 and 2018 reveals that the halo effect is critical and multifaceted – through the additional omnichannel spending that occurs within days of making a purchase in a physical store or online.

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Learn more about the halo effect

The Halo Effect I: How Bricks Impact Clicks

Explore part I, the landmark study in ICSC's Halo Effect series.

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