This is the story of how a UK furniture retailer with 15 locations transformed their digital marketing from a "loss leader" into their most profitable revenue driver.
The Challenge
The retailer was facing a common "Invisible Revenue" problem.
- Online Performance: Their e-commerce team was running Facebook and Google Ads, reporting a 1.5x - 2.0x ROAS (Return on Ad Spend).
- The Disconnect: Because the ROAS looked low, they kept slashing budgets. They believed digital ads weren't working.
- The Reality: Their stores were busy, but they couldn't connect the footfall back to the ad spend. They were about to switch off their most effective growth engine because they were measuring the wrong metric.
The Solution: A Complete O2O Strategy
We partnered with them to implement our Local Online Marketing for Retailers framework. We focused on four key pillars:
1. Strategy: Data-Driven Postcode Targeting
They were using a standard 15-mile radius around stores. This was wasting budget on people who lived across a toll bridge and would never visit. The Fix: We replaced radius targeting with Drive-Time Postcode Tiers. We targeted people within a 20-minute drive time and excluded areas with physical barriers (like the toll bridge). Read more about Postcode Targeting
2. Format: Scalable Local Inventory Ads
They were running generic "Visit Us" ads. The Fix: We implemented Local Inventory Ads (LIA) and Performance Max for Store Goals. We used automated rules to only show ads if the specific store had at least 2 units of the sofa in stock. This meant every click was for a product the customer could buy today. Read more about Local Inventory Ads
3. Foundation: Clean Data
Their location data was messy. 7 out of 15 stores weren't properly verified or linked. The Fix: We audited and verified every Google Business Profile, standardised their NAP (Name, Address, Phone), and fixed their Merchant Centre feed errors. This unlocked eligibility for Store Visit tracking. Read more about GBP Optimisation
4. Measurement: Closing the Loop
They were only measuring online sales. The Fix: We enabled Store Visit Tracking and set up Offline Conversions (Store Sales Imports) by integrating their POS data. We started feeding offline revenue back into Google Ads to train the bidding algorithm. Read more about Footfall Tracking
The Results
Once the system was live and tracking, the picture changed completely.
- Store Visits: Increased by 215% year-on-year.
- Cost Per Visit: Decreased by 40% due to smarter targeting (removing the waste).
- True ROAS: When we combined online sales + offline store revenue, the campaign ROAS jumped from 1.5x to 9.5x.
The Impact
The marketing team didn't just save their budget; they tripled it. They proved that for every £1 they spent online, they generated £8 in-store. They stopped operating in silos. E-commerce and Retail Operations aligned around a single goal: Total Revenue Growth.
Ready to achieve these results?
If you want to stop guessing and start growing, book a session with us. We'll audit your current setup and identify where your "invisible revenue" is hiding.