New research by Caci, the consumer and location intelligence specialist, has revealed the negative impact of closing stores on brands’ online businesses, adding that brands still need physical stores to drive online sales.
According to Caci, retailers that do not maintain a bricks and mortar store in a catchment alongside a transactional website typically experience 50 percent lower online sales compared to those retailers that do have a physical presence.
By analysing data collected via a UK wide survey of over 2,500 consumers, Caci found sales are an average of 106 percent higher within a physical store’s catchment, which can mean that by maintaining a high street presence a brand could double its web-based sales.