From clicks to bricks: How digital channels can drive physical store traffic

Consumer behavior has changed drastically in recent years. Today, digital doesn’t just influence, it directs.

As a result, the online experience has taken center stage in the purchasing journey, even when the final transaction happens in-store. According to Think with Google, 70% of local searches result in a physical store visit within 24 hours.

Therefore, a digital presence is no longer optional. It is now a bridge to increasing foot traffic in physical stores. And that’s what we’re talking about here. Read on!

The consumer journey: Blended and omnichannel

Understand the consumer journey. Image: Reproduction

The modern consumer is hybrid. They research prices, compare products, and read reviews online before visiting a store. In this way, the journey starts with clicks and ends with bricks.

An omnichannel strategy ensures that every digital touchpoint drives physical visits.

When a customer sees an online promotion, receives a coupon via SMS, or chooses in-store pickup, they are motivated to cross that bridge.

Digital channels that drive in-store visits

Several digital channels act as triggers to get customers into physical stores:

• Google Ads with geolocation: targets campaigns to users near the store.

• Social ads with call-to-action for in-store pickup: encourage visits by offering limited-time promotions.

• Email marketing with exclusive in-store coupons: drives urgency and foot traffic.

• SMS with local offers: delivers timely, geo-targeted communication.

Personalization is the key element. According to Salesforce, customized campaigns can increase conversions by up to 80%.

Online campaigns with offline intent: Tactics that work

Digital campaigns aimed at physical store traffic require direct strategies. Some that stand out include:

• Click and collect strategy: customers buy online and pick up in-store, boosting traffic and upsell opportunities.

• Location-based retargeting: targets users who have shown interest and are near the store.

• QR codes in digital campaigns: make it easy to activate coupons or discounts at the point of sale.

• Push notifications via apps with geofencing: trigger promotions when customers are near the store.

Measuring success: KPIs and tools

To evaluate the success of your strategy, you need to track real-world metrics:

• Google Analytics: identifies online behavior that led to a store visit.

• Foot traffic by time and day: correlates with campaign activity.

• Exclusive digital coupons: enable tracking of offline conversions.

• Conversion rate by digital channel: reveals which channels drive the most in-store visits.

Case studies: Brands leading the click-to-brick shift

Get to know some case studies. Image: Reproduction

• Starbucks integrated mobile ordering with in-store pickup, creating convenience and boosting traffic.

• Sephora invested in online reservations for in-store pickup, resulting in consistent foot traffic.

• Nike connected its app with local inventory and in-store experience personalization. This synergy increased engagement.

• McDonald's uses in-app coupons that can only be redeemed in-store, combining urgency with value.

The future of retail: Unified commerce

The future of retail is not online or offline. It is unified. Consumers want a seamless experience—no barriers. They expect the same product, price, and service across every channel.

That’s why an omnichannel strategy is more than a differentiator—it’s a competitive advantage. Brands that invest in integrated digital presence see real-world results.

Build digital to move physical

The divide between digital and physical is over. Digital channels now drive physical traffic more effectively than any flyer—when backed by data, personalization, and timing.

To turn clicks into real-world visits:

• Use location data for precise targeting.

• Offer in-store redeemable incentives.

• Sync campaigns with seasonal events.

• Create consistency between online and in-store experiences.

The future of retail lies in integration. And the bridge is digital.

Drive more in-store traffic with Prest Digital

Prest Digital specializes in digital campaigns that connect brands to physical consumers. We turn intent into visits. Engagement into movement. Clicks into real traffic.

Using technology, data, and creativity, we design digital strategies that boost foot traffic to your stores, with precise targeting and a focus on results.

Visit Prest Digital and start your "from clicks to bricks" journey today.