Only 30% of a retailer’s marketing budget is dedicated to online media. The other 70% is spent on classic channels like TV, outdoor, print etc. where advertisers can’t measure direct impact on sales. That’s why Facebook introduced a new product called Offline Conversion API which allows retailers to measure offline revenue that is derived from online advertising.
Max Fashion, a value fashion retailer in the Middle East and part of Landmark, wanted to prove that their online activities resulted in actual offline implications.
This would also open the door to finally being able to compare offline marketing efforts against online campaigns to see which yields the best results.
As with anything, we had to take the solution out for a test drive first. We launched a campaign that gave coupons to users. This way, we could make sure that those who came to the store to buy actually saw and interacted with our ads.
Their customers prefer to purchase offline but for the first time in this region, marketers will be able to find out which campaigns work and which should be trashed.
What this means for you:
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"Max Fashion was able to see amazing results because they were willing to try something new and break ground. Now they can plan campaigns that will help them to track conversion in their brick-and-mortar store."Lukas Krejca Head of MENA Operations