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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.
As cost prices increase and margins tighten within the furniture industry, the importance of a clearly defined, trackable ROAS (Return On Ad Spend) is a non-negotiable. The challenge digital marketers face is that as privacy measures continue to limit the ability to track online user behaviour through Cookies and Pixel-Based tracking, it has become increasingly difficult to quantify the true impact of social performance at the bottom of funnel.
Like many other retailers, Corcoran’s found themselves reciting the old adage; “Half the money I spend on advertising is wasted; I just don’t know which half!.” As a result, they tasked us with identifying solutions that would provide greater visibility on how our paid social activity was impacting store footfall and offline revenue, thereby enabling us to make more prudent data-backed decisions for the business.
On top of this, high value products such as furniture tend to skew in favour of in-store purchase behaviour, given the monetary commitment and decision-making required. With online sales accounting for only 5% of Corcoran’s overall business, identifying a solution to properly measure the impact of social on in-store sales was more important than ever.
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.
Before implementing a solution to track in-store sales, we first had to gain a better understanding of the post-purchase sales process in-store.
Working closely with Corcoran’s Sales Team, we learned that customers would provide their data at the point of sale for CRM invoicing, warranty, and marketing purposes. We identified an opportunity to link Corcoran’s CRM data to our Meta ads activity with Meta’s ‘Offline Tracking’ Tools, enabling us to create a custom dataset to serve as the link between Corcoran’s CRM and our Meta ads activity.
Corcoran’s CRM data, which consisted of hashed contact details and purchase values (amount spent in-store) could now be connected to our Meta dataset each week. Meta would then data match Corcoran’s hashed contact details and purchase value with the profile details of Meta users who engaged with our social media ads.
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.
Increase in Overall Revenue YoY
Increase in Offline Revenue YoY Across all Stores
Greater Visibility on Social Driven Revenue
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