CASE STUDY

The Halo Effect

How Bricks Affect Clicks

SITUATION:

Babbage was tasked by the International Council of Shopping Centers (ICSC) to help the industry overcome negative press about the death of retail at the hands of e-commerce.

 

ANALYSIS:

Babbage designed strategy and methodology to measure the lift in web traffic from opening a physical store and why it happens. Massive data analysis by retail brand covering two years of traffic data, millions of consumers online and instore sales, and thousands of store openings and closings.

 

RESULTS:

The resulting insights became key talking points about shopping centers for ICSC – featured in all CEO speeches and critical to media communications.

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