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Omnichannel 2.0: Evolving Facebook Strategy for Micro-Moment Shopping

Background

Today’s consumer is constantly on the move and has more access to digital technology than ever before. This reality has transformed retail shopping from a Saturday morning activity to a micro-moment in between life’s daily activities.

Americans use up to eight different sources, five different channels, and four or more devices to research a product before buying it in-store. Even though 50% of them choose to conduct research online, 90% of retail sales still occur in traditional brick and mortar stores.

Resolution typically recommends a multi-publisher media mix with the goal of driving Omni-Revenue; often including Facebook and Instagram (FB/IG) in this media mix because of their ability to leverage location-based signals to track in-store shoppers and offer a variety of optimization tactics. Paired with Multi-Touch Attribution (MTA), FB/IG has positioned itself as a key player in Resolution’s cross-channel advertising plans.

Tracking In-Store Shoppers

FB/IG uses a variety of location based signals to provide advertisers with two distinct location based tracking options; Store Visit Reporting and Offline Conversions.

Store Visit Reporting leverages mobile devices to track things like GPS location, in addition to 3rd party satellite imagery, to attribute actual store visitors that previously clicked an advertiser’s Facebook ad. FB/IG further refines this data by removing employees and conducting polling of store visitors to further validate the results.

Along with store visit tracking FB/IG offers a separate attribution methodology called Offline Conversions that ties in-store transactions back to media clicks via Offline Event data provided by the advertiser.

Optimizing to Increase In-Store Shoppers

Resolution takes offline data and incorporates it into their customer-first planning process and then uses data-driven insights to recommend best practices to clients.

Some best practices include:

  1. Content: Proximity-based content that explains where the location is and why the user should go there
  2. CTAs: FB/IG has offline focused CTAs like “get directions” and “call now”
  3. Dynamic Maps: Some ad types dynamically populate a map in the creative unit directing the user to the closest store
  4. Targeting:
    1. FB/IG Store Visits Objective that limits ad serving to users within a geographic fence around stores
    2. Resolution selects 1st, 2nd and 3rd party data to target potential customers whenever and wherever they are in their path to purchase
    3. The FB/IG algorithm optimizes delivery to users most likely to visit your store, via on and off platform signals

Leveraging these optimization tactics in a test and learn environment has resulted in increased omni-revenue and incremental customers for Resolution clients.

Using MTA to Understand Modern Shopping Behavior

Our clients have complex, multi-dimensional businesses, so the centralization of customer data to formulate a common “source of truth” is critical. Without this “source of truth,” data can often conflict and contrast when viewed in a silo. MTA makes sense of these conflicting data sources by more accurately measuring all media touchpoints in a user’s path to purchase vs. less sophisticated last touch attribution.

With last touchpoint attribution, the final interaction between a customer and brand receives all the credit for a sale even though customers no longer shop and research that way. MTA uses machine learning to assign fractional credit to all customer touchpoints on their way to making a final purchase. With this data, Resolution can plan, optimize and execute a full funnel media strategy to drive incremental (and sustainable) revenue.

Facebook’s Role in Omni-Channel Media Plans

Micro-moments occur many times throughout a shopper’s daily activities. Whether they’re commuting to work, waiting in line for lunch, or killing time before a movie with friends, therefore media needs to maximize these moments regardless of device, location, or channel.

Resolution helps clients maximize these micro-moments by leveraging people-based targeting (geographically and contextually), relevant creative, and advanced reporting to deliver the right message, at the right time, during a potential customer’s specific journey.

FB/IG helps Resolution do this via in-store tracking, location based targeting, and hyper-relevant creative; making them a critical media partner for a successful Omni-channel strategy.