Online sales more than double within a store's catchment

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Perhaps the most dominant retail narrative of our time is that of a struggling high street and its supposedly doomed population of bricks and mortar shops.

But this well-worn narrative misunderstands the complex relationship between on and offline retailing, one we’re only just uncovering. The purpose of the store has evolved - it’s no longer just a place to shift stock.

Our exclusive analysis now reveals the extent to which direct and store channels work together. With surpising and encouraging results.