While online and mobile sales are on the rise – especially for Black Friday and Cyber Monday – a large percentage of retail sales are still transacted in store. However, a true omni-channel strategy shouldn’t be about online vs. offline. Instead, to create seamless shipping experiences and capture a true 360 degree view of each customer, retailers should look at how marketing and data management efforts across all channels affect each other and sales overall.
Online to offline measurement will be increasingly important especially for retailers, hotels, cruise ship lines, rental car companies, and any company with physical retail locations that generate a significant amount of revenue offline. According to Forrester, 42% of in-store sales to be influenced by the Internet during the customer’s purchase journey. But with so much data, bridging online and offline insights can be a challenge.
How do your marketing partners and affiliates contribute to online and offline sales? How can you optimize partner programs to increase online and offline sales? Connecting Performance Horizon and LiveRamp’s technology solutions allows shared clients to measure, optimize, and reward marketing partner contributions to online and offline sales via a turn- key activation.