+13% Offline Sales
CLIENT CENTRICITY IMPACT
One of the biggest digital challenges is measuring the digital real impact on physical stores sales. The idea was to measure and help growing the offline business of an omnichannel retailer with more than 100 stores across 6 countries.
Wise Pirates set up a program with Google to achieve a detailed data analysis over a three-month period. Sales grew 13% offline, more relevant than a 100% increase in e-commerce.
HOW WE DID IT
Using Google O2O whitelisted program, plus Google Cloud and BigQuery, the team started by activating the ads and then measuring hashed ID of people in the shop, with full GDPR compliance, to then match with those ID from the loyalty program to understand the power of digital influenced people comparing with the ones that had not been involved, creating the first time ever real ROPO measuring, apart from offline campaign activation allowance.
THE CHANGING PATH
- Google Ads optimized activation;
- Google ID Hashed Follow UP;
- Georeferentiation Data;
- Loyalty Program Data Hashing;
- BigQuery Hashed Datas Match;
- Online to Offline Sales Analytics;
- Offline Campaigns Optimization;
WHAT THEY HAD TO SAY
HAD TO SAY
“It was all about understanding ROPO as we were discussing for years in the company. Wise Pirates helped us understand data at the first moment, and built up a complex system, partnered with Google, to really measure the online to offline sales, and then being able to make campaigns fully automated to optimize offline sales. It helped us understand the omnichannel ecosystem for the first time ever, and for example, understand the importance of YouTube.”
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