Halo Effect (Retail)
The spillover lift in near retail or online demand after a pop-up, typically strongest within 500m and 7–14 days. Measured via footfall, sales, or branded traffic spikes.
Full Definition
A visible activation boosts more than direct visitors — signage, word-of-mouth, and social posts prime broader audiences. Expect local footfall/sales lift at stockists and a short-term rise in branded search/traffic. Trails compound halo across multiple neighbourhoods and days.
Why It Matters
Pure ‘cost per interaction’ underrates activations. Including halo shows the true blended CPM/CAC vs OOH and paid social.
How Negotiables Uses This
We track location-level QR scans, voucher redemptions at partner retailers, BID footfall baselines and Google Trends deltas. Reports separate direct vs halo impact so brands can compare apples-to-apples with other channels.
Real-World Examples
Tasting at café → bottle shop 25% WoW uplift.
Gym activation → 15–40% bump in local site traffic.
Frequently Asked Questions
How far does halo reach?
On foot, typically ~500m. Digitally, city-wide. Peak impact within 48h; measurable for a week or two.
How do I prove it cheaply?
Use simple vouchers redeemable nearby, pre/post footfall counts, and regional search/traffic snapshots.
Ready to Put This Into Practice?
Plan a measurable pop-up activation with Negotiables.