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1、Omnichannel marketing campaigns for retailersA playbook for retail leaders for using offline conversion data to increase measurable online and in-store sales and drive business growth22IntroductionShoppers dont think in channels.They research,browse,and buy across apps,websites,and storesoften withi

2、n the same day.Omnichannel marketing campaigns meet that expectation by using a single campaign to deliver relevant ads that drive online and instore shopping.This approach uses a retailers offline pointofsale(POS)and loyalty data to guide delivery and show impact.Impact at a glanceRoughly 15%cost p

3、er omnichannel purchase and nearly 20%incremental store revenue driven by ads when optimizing for omnichannel outcomes versus web only.1Omnichannel marketing campaigns for retailers|A playbook*An omnichannel purchase is a store or online purchase linked to ad exposure using consented firstparty iden

4、tifiers.Purchases across channels are combined,duplicates are removed,and counting occurs within the defined attribution window.Retailers that move from web-only optimization to an omnichannel*approach have shown to produce lower cost per omnichannel purchase and higher incremental store return on a

5、d spend,demonstrating that when ads learn from store outcomes(and not just website outcomes),your advertising can deliver more efficient sales growth.The same POS data pipeline strengthens brand-funded programs(for example,creator content and retail media)and improves modeling accuracy,so performanc

6、e reads are tied to store outcomes rather than proxies.2 For retail organizations,the shift is practical.With consented identifiers passed through secure application programming interfaces(APIs),platforms can perform one-to-one attribution to store purchases while respecting local privacy expectatio