CACI, the consumer and location intelligence specialist, has revealed that brands in London witness the largest boost to online sales as a result of the halo effect of physical stores. The regional insight follows the publication last month of CACI’s report that identified online sales across the UK are an average 106% higher within a physical store’s catchment.
According to the latest study, only two regions fall below the national average, with both the South West and East Midlands seeing a halo effect of 93%. Every other region in the UK experiences an uplift of between 106% and 108%, showing that most of the country shares similar characteristics to the capital.
Commenting on this additional insight, John Platt, Director of CACI Property Consulting Group, said: “London – a global leader in technology – has the most significant halo effect at 110%, but this is not as far ahead of the rest of the UK as might be assumed. While the South West and East Midlands are 13% below the UK average, possibly due to customers maintaining more traditional shopping habits, the halo effect in these areas still delivers 93% more online sales for brands that have used bricks and mortar to complement their online presence.
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“Our research into the regional differences in the halo effect highlights once again that, while the function of the physical store is changing, it still plays a significant role across the nation in driving retailer performance This is great news for brands and landlords alike.”
