According to a recent study published by the International Council of Shopping Centers, brick-and-mortar stores drive customers to follow through with online purchases as well. The survey that was commissioned by the ICSC says that “physical stores operating in harmony with healthy digital channels creates a powerful synergy.”
The findings in the survey reveal that web traffic boosts an average of 37% after establishing a physical shop. Brand new stores and brands have even better luck with an average of 45% more online traffic to their sites. Older and established brands average to about 35% and apparel companies are up by 26%.
Tom McGee, president, and CEO of ICSC said in a statement that “The clicks-versus-bricks debate is over. What we are seeing now is a retail renaissance as both new and established retailers are investing in their stores and reinvigorating their physical presence.” In the jewelry industry, e-tailers like Blue Nile, James Allen, and Brilliant Earth have either opened up physical stores or will be in the near future.