“When a brand opens a highly immersive, successful flagship in a city, their e-commerce sales in that specific surrounding region spike significantly” is a quote that came from a multi-year research project conducted by the International Council of Shopping Centers (ICSC) titled The Halo Effect. Reading the quote sparked my interest in better understanding the research, data and findings behind it. The latest report, released in 2023, collected and analysed customer spending data across 69 retailers and 2,100 physical retail stores, showcasing a large pool of evidence....