Research undertaken by British Land using data from Connexity Hitwise has shown that the opening of a new physical store has a significant effect in boosting website traffic for retailers. Brands with fewer than 30 stores were found to enjoy the greatest positive impact from store openings, with uplifts in local traffic to their websites of 84% on average. Charles Maudsley, head of retail, leisure & residential for British Land, said, “The research shows that physical stores are an engine of online growth. Consumers choose brands that align to their lifestyle and values: a physical store enables a retailer to demonstrate its brand in action and drive interest online.”