Written By: eyos Marketing | Last Updated: June 2023
Only a tenth of consumers who visit a store actually buy something. Retailers need to ensure they’re providing these shoppers with as much value and experience as possible. But you can’t deliver memorable moments to shoppers if you fail to measure the behaviour that matters.
This is where offline conversion tracking comes in.
What is offline conversion tracking?
If you’re new to the concept, here’s what it’s all about. Offline conversion tracking involves measuring and attributing how online marketing affects brick-and-mortar consumer behaviour. Specifically, the conversion of customers in physical retail locations.
Customers might research products online, engage with digital advertisements, and then make their purchases in the brick-and-mortar store. Without offline conversion tracking, retailers are missing out on valuable insights into the effectiveness of their online marketing efforts in driving offline sales.
Measuring your marketing methods
By tracking offline conversions, businesses can measure marketing effectiveness and make data-driven decisions about return on ad spend (ROAS).
- Offline conversion tracking also helps businesses identify which marketing channels are driving the most sales, allowing them to allocate their resources more effectively.
- This is crucial in a media and marketing landscape that is being influenced by widespread demographic shifts, emerging new platforms, and entirely new models of shopping and selling.
- Offline conversion is also particularly important for businesses with physical stores, as they can track how many customers buy in their stores after seeing an online ad.
Striking the right balance
With Amazon and other global e-commerce giants developing their own brick-and-mortar networks, the future of retail will be won by companies that provide shoppers with true omnichannel experiences. But data privacy concerns and technical limitations have long made offline conversions a difficult activity.
- Understandably, data privacy concerns arise when businesses collect customer data, such as email addresses, phone numbers, or social media handles.
- Shoppers want personal experiences, great offers, and rewards for their loyalty. But they don’t want to be pestered with a torrent of marketing material. It’s a fine line.
- Offline conversion tracking can be technically more difficult than its online counterpart — where website and app pixels can give retailers actionable e-commerce metrics, such as cart abandonment rates, average order values, and return customer rates.
Retailers often struggle to sync online and offline data, which can result in outdated, partial, or wholly inaccurate reporting. For example, if a customer makes a purchase in-store but doesn’t provide their email address or phone number, it can be challenging to attribute that sale to a specific marketing campaign.
Know what drives sales
As global partners of Meta, Google, and other major advertisers, eyos provides real-time measurement of how digital ads drive in-store revenues. By adding our retail software to any till, you can start your offline conversion tracking today.