Mapping the Impact: How Online Map Integration Influences Offline Traffic in Retail Environments

This study examines the impact of integrated map technology on offline store traffic, a tool often used inertially by retailers without considering its full potential. Focusing on both focal retailers and their competitors, we explore how map integration influences customer accessibility and store traffic, factoring in moderating elements like parking availability and weather comfort. Using panel data from 10,991 omni-channel retailers for the entirety of 2023, our initial analyses reveal non-linear effects of map placement on offline visits and positive impacts of map diversity on both customer visits and geographic reach. Additionally, we observe moderating effects brought by various parking availability and weather comfortableness. Our findings highlight that strategic use of map technology can significantly affect physical store traffic under various conditions, offering insights for enhancing online-to-offline retail synergy.