Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Expanding Offline Reach

Ethan Chernofsky
September 15, 2022
Expanding Offline Reach

Amid the wider market changes being seen across the retail landscape, there are several critical shifts that demand notice. 

Maximizing Brick-and-Mortar Presence

One of the more important shifts taking place in the brick-and-mortar retail space is the growing propensity to leverage stores for their marketing and advertising value. While the concept has long been a staple of the digital world, the idea is currently being pushed into stores by a variety of companies including Albertsons and Walmart.

The idea is simple. Physical retail visits come with an extremely high level of built-in intent and capturing mindshare during the visit itself can help product companies create excitement far closer to the point of purchase. The ability to influence consumer sentiment at this stage of the buyer journey is significant in and of itself but, there are other reasons for retailers to lean heavily on the potential here.

For one, many of these brands are stronger offline than they are online. While retailers like Walmart, Target, Kroger, and others have invested heavily in upgrading their digital capabilities,  and successfully so, they still drive more engagement in physical stores than they do online. So if these brands can leverage their physical presence to upgrade an advertising revenue channel, the opportunity is to create more than a nice-to-have but a foundational advantage.

It also takes advantage of a major element of physical retail - reach. Billboards, TV ads and more are all about expanding reach for a brand, and the conduit that retailers can provide via stores is hugely significant. 

Does this mean digital ad channels will decline in value? No. But it does mean that omnichannel retailers will place an even greater emphasis on building out their store presence not just to help drive in-store and online sales, but also to maximize this growing advertising channel, and potentially better link online and offline efforts.

Influencing Retail: The Latest Example

And the power of omnichannel goes beyond just bringing digital concepts to physical stores, it also focuses on leveraging the power of digital reach for offline buzz. Take MrBeast, an online mega-influencer that recently launched the first physical location at the American Dream Mall in New Jersey for his burger concept. The YouTube star drove a significant digital buzz to the launch with the aim of maximizing the launch. 

Visits on the day of the launch rose 325.6% above the baseline for daily average visits from September 1st, 2021 to September 8th, 2022. This amounted to visits that were 31.8% higher than the previous daily high set at the American Dream.

The launch shows the unique power of well-executed, omnichannel-oriented strategies that fuel the powerful reach of digital marketing channels with offline payoffs. Even more, they push landlords to think differently about the tenants and concepts they look to build around as ‘events’ like these can move the needle for co-tenants as well, potentially even changing the way we think about who anchor tenants are.

Ultimately, retail and retail real estate is changing. But many of these changes offer the ability to create more successful locations if retailers and landlords can identify ways to think differently and more expansively about what can be achieved in brick and mortar.

What will move the needle next? Visit to find out.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
Text Link
Text Link
Text Link
Retail Media Network
Checking in With Nike and Lululemon
Black Friday 2023 Retail Recap
Starbucks’ 2023 Holiday Menu & Red Cup Day Performance
Turkey Wednesday 2023
Who Attended the 2023 Pickleball Championship? 
Three Surprising Holiday Shopping Trends
What’s in Store for Ulta Beauty This Holiday Season?
Best Buy and Department Stores: A Holiday Deep Dive
Discount & Dollar Stores: Strength Toward The End of the Year
The State of Off-Price Retail: Discounts Seal The Deal
Placer Mall Index Recap: October 2023 Office Index: October 2023 Recap
Retail Corridors Ahead of the 2023 Holiday Season
California, Here Gap Comes
Checking in With Home Improvement
Getting Into the Glasses Game: Warby Parker Takes Over
Fitness Positioned for a Strong 2023 Finish
White Paper Recap: October 2023
Coffee Giants Brewing Up Business
Popeyes and Burger King Lead the Way
Diving into Yum!
Looking Ahead to Black Friday 2023
Blockbusters Drive Movie Theater Comeback
Crocs and Boot Barn: Shoe-Ins for Success
McDonald’s and Chipotle's Winning Recipe
The State Of Steak: Checking in With Texas Roadhouse
Pleasant Pastimes: Pickleball Potential Proves Potent
Who’s Driving Downtown Manhattan’s Weekend Revival?
Diving into Downtown Manhattan Foot Traffic Trends
Rite Aid: Rightsizing Right
Major League Soccer: Its Die-Hard and Casual Fans
The Anchor Recap: September 2023 Office Index: September 2023 Recap
Placer Mall Index Recap: September 2023
September White Paper Recap
The Consumer Habits of College Students
JCPenney: Rightsizing and Revitalizing
Pent-Up Demand Ahead of October Sales Events
4 Strategies Retailers are Using to Drive Traffic to Their Venues
5 Key Regional Grocery Players Impressing in 2023
Upscale Kitchenware Trending Up
Costco Finds More Room for Growth
Four C-Store Chains Making an A-Grade
National Parks + Outdoor Summer Activities
Diving Into Darden: Summer 2023 Update
The Summer Event Effect
Messi: Massive in Miami
Looking Back on Back to School 2023
The Anchor Recap: August 2023 Office Index: August 2023 Recap Mall Index: August 2023 Recap White Paper Recap: August 2023
Starbucks Pumpkin Spice Latte Strikes Again
Big Scoop: We All Scream For Ice Cream
Sports Away: Lululemon & Nike’s Momentum Continues
Summer Visits Heat Up For Recreation and Outdoor Gear Chains
No CSS overwrite - July 2023 Office Index Recap
Staging - August 2023 Mall Indec
Mid-Atlantic Grocery Deep Dive
Experiential Chains Heating Up This Summer
Petco Goes Big by Going Small
Ulta Beauty: Leading the Discretionary Pack
Discount and Dollar Chains Continue to Thrive
Summer of Sports: DICK’s Sporting Goods and Hibbett Sports
Off-Price: Succeeding Into Summer
The Anchor Recap: July 2023
Superstores Maintaining Pandemic Gains Amidst Economic Headwinds
2023: Home Improvement at the Halfway Point
July 2023 Office Index Recap Mall Index: July 2023 Recap
The Taylor Swift Visit Lift
Southwestern Grocery Dive
July 2023 White Paper Recap: Halfway Point Review & Quarterly Index
Yum! Brands: Driving Dining Visits
Slurpees and Summer Movies Stimulate Consumer Foot Traffic
Cool Beans: Summer Coffee Update
Checking In on Back to School 2023
Crocs and New Balance Tip The Scales
Burger Bliss: Shake Shack and In-N-Out Stacking Visits
Chipotle & McDonald's Continue to Reign Supreme
Vibenomics and Partner to Enhance Retail Media In-Store Measurement
California Grocers Here We Come!
Marriott’s Different Audiences
Bonchon and Kura Sushi Thrive in the Fast-Casual Scene
A Shoe In: Footwear Climbs to the Top
Cheers! Raising a Glass to Beverage Retail Office Index: June 2023 Recap Mall Index June 2023 Recap – A Turn of the Tide and a Dive into Open-Air Lifestyle Centers
Local Kitchens: Redefining the Restaurant
Unlocking Urban Insights: The Value in Manhattan’s Employees
Ohio State Parks On The Rise
How is Inflation Impacting the High-Income Shoppers?
Five Fast-Growing Dining Chains
What To Expect From Prime Day and July Sales Events in 2023
The State Of Fashion: How Are Apparel Retailers Faring in 2023?
2023’s Latest Dining Success Story: GEN Korean BBQ House
The NBA Finals: A Location Intelligence Perspective
Moving the Market: The Impact of Domestic Migration on Housing Costs
Post-Pandemic Museum Update
The Darden-est Things