Bridging the online-to-offline gap for a furniture retailer
With ~95% of sales in showrooms, we built closed-loop measurement linking digital campaigns to in-store revenue.
When roughly 95 per cent of a luxury furniture retailer’s sales happened in showrooms, digital had no way to prove its influence. We built closed-loop measurement linking campaigns to in-store revenue — then optimised to it.
The challenge
The product sells in person: most customers want a showroom experience before they buy. But with no framework to measure how digital campaigns influenced those visits, spend could not be optimised for offline conversions — and risked being judged on the wrong numbers.
What we did
We partnered with the platforms to close the loop between digital exposure and in-store revenue:
- Store-visit tracking. Paid search wired to measure store visits influenced by campaigns, so we could optimise to revenue from those visits.
- Offline purchase matching. First-party data linked in-store sales back to paid-social profiles, creating a closed-loop view of offline conversions.
- Joint business planning. With both in place, campaigns were continually adjusted to drive showroom visits and revenue, not just clicks.
The results
Comparing the first half-year of work to eighteen months later, revenue grew far faster than the spend behind it on both major channels.
Why it worked
Accurate online-to-offline measurement, implemented properly, lets you put money where it actually drives revenue. That is the whole game: measure the real outcome, then optimise to it.