After basic setup for in-store measurement, our retailers wanted to further utilize their online-to-offline data integration to run stronger campaigns. While retargeting and cross-selling to in-store customers was an easy first step, growing the number of new customer purchases was the bigger challenge. Facebook’s machine learning prospecting tool ‘broad audiences’ already drove strong results.

Increase in-store and online ROAS for automated prospecting campaigns

We used in-store data to segment top-selling products by region, excluding commonly purchased items that were low margin. Using these product groups, we created automated, localized prospecting campaigns, targeting new customers with popular items from their area. Our best-selling creative was tested against unsegmented product creative using Facebook’s broad audience targeting. To optimize for omnichannel performance, both ads included omnichannel messaging and a map directing users to the nearest store location.

Omnichannel data-optimized ad creative outperformed standard creative—even when given to Facebook’s machine learning algorithm to create the best product and user matches.