Offline is Social's New Lifeline for Revenue Growth

TESTIMONIAL

“Working with Wolfgang has been a revelation. Their tailored approach to linking in-store sales with social media activity gave us 5.6x greater visibility into revenue impact, proving that social is not just about discovery but also a powerful driver of bottom-line results. Thanks to their data-backed offline conversion tracking framework, we’ve unlocked the true potential of paid social, which has completely reshaped how we think about its impact.”

Louise Keenan. Marketing Manager, Corcoran’s Furniture & Carpets

WOLFGANG DIGEST

Founded in 1999, Corcoran’s Furniture & Carpets is a family-run business offering an exceptional collection of stylish and affordable dining, bedroom, and living room furnishings.

As privacy measures continue to limit the ability of companies to track online user behaviour using Cookies and Pixel data, it has become increasingly difficult to quantify the true impact of top of funnel social performance on bottom of funnel sales revenue.

Corcoran’s partnered with Wolfgang to address this challenge and provide greater visibility on social’s true impact for driving store footfall and in-store revenue.

CHANNELS

Social Media

BUSINESS GROWTH

6% In-Store Revenue Growth

8% Increase in Overall Revenue

5.6x Improved Visibility on Social Driven Revenue

OUR STRATEGY

By implementing Offline Data Tracking through Meta, we created a framework that linked in-store customer data with online campaign activity. By collecting customer data at the point of sale in-store, we could utilise advanced hashed data-matching to link in-store sales with online user engagement.

Put simply, Meta users who interacted with paid social ads online (e.g., viewed, liked, commented, etc), and continued to then make their purchase in-store, could now be tracked and measured, giving us greater visibility on how our ads drove not only discovery, but bottom of funnel sales.

After implementing this framework and seeing positive initial results, we set out to incrementally increase the reach of our social ads to scale brand awareness and recall - again, all while closely monitoring in-store sales volumes. Over an initial four month test period, we increased our top of funnel reach by approximately 129%, and observed a positive correlation in the increase in offline sales revenue - an 83% increase to be exact.

BUSINESS GROWTH

With this offline strategy in place, Corcoran’s achieved a 6% increase YoY in offline revenue across all store locations. Furthermore, the business achieved an 8% increase in overall revenue during this period (offline and online) with 22% less spend - a significant achievement considering the global furniture market's projected sales growth of 3.6% in 2024.

By identifying and incorporating offline conversion tracking, feeding Meta with crucial offline in-store sales data, we obtained 5.6x greater visibility on social’s true impact on overall revenue. While we were always confident that our Awareness Campaigns were driving in-store sales, it was reassuring to have that belief finally backed by data.

Additionally, with an increased emphasis on utilising social as a driver of product discovery and brand awareness, we were able to scale activity with a +900% higher ROAS recorded and +62% increase in social-assisted online revenue.

In an era where pixel-based tracking is becoming more difficult to measure, offline conversion tracking is quickly proving itself to be a true lifeline for retailers.

Sofa, So Good: