Why Omnichannel Retail is a Must

Today’s customer journey isn’t linear. It’s dynamic and incorporates various channels and devices. Brands need to meet modern shoppers where they are, and with today’s tools, brands can hyper-personalize these interactions.

The Rise of Omnichannel Expectations

Driven by smartphones, online marketplaces, and social media, consumers demand more than convenience – they also want consistency. Whether they’re browsing on a desktop, checking reviews on Instagram, or walking into a store, they expect seamless integration at every touchpoint. 

This smooth experience starts with advertising and continues to customer service. That’s why it’s important to know your customers from the jump. Use data to tailor recommendations, messages, offers, and to level-up customer service (which ultimately increases customer lifetime value).

Social media is now a major marketplace, and it’s continually growing – 76% of shoppers buy products they see in social media posts. And if they don’t see the product on social first, 84% of shoppers research brands on social media before they make a purchase.

And so, ad platforms are responding with new omniretail features.

New Capabilities for Omniretailers Advertising in Walled Gardens

Omnichannel Solution Suite is now in Beta with Meta. Here’s a peek at what they offer:

• Omnichannel Optimization
  Run a single sales objective campaign that drives both in-store and online purchases—while capturing the halo effect of media on offline sales.
  
• Omni-Audience Targeting
  Use lookalike modeling to reach high-potential customers, whether they prefer shopping online, at full-price stores, or at outlet locations.
• Channel & Location-Based Value RulesApply account-level rules that let you assign different weights to store vs. web conversions—tailored to your specific business goals or campaign objectives.

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Pro tip: Meta recommends feeding offline data into the platform daily (hourly, if you can!) supercharge targeting and performance across its ecosystem.

How Angler AI Powers Omnichannel Optimization for Retailers

In just 14 days, Malouf, an omniretail mattress brand, leveraged Angler AI and saw a 104% improvement in omnichannel ROAS and a 49% reduction in cost per order (these results were 91% statistically significant). Explore Malouf’s case study here.

To succeed, omnichannel retailers must harness tools like AI and predictive analytics. These tools turbocharge massive datasets, from sales and inventory to social engagement and online browsing behavior, to uncover patterns and anticipate future trends.

Start a 30-day free trial with Angler

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Angler AI turns data into actionable insights. We stitch together data sessions across devices, in-store, and ad platforms, giving you a complete look at ad performance and your customers’ journeys. Angler’s analytics allow brands to forecast demand, optimize marketing, and deliver exactly what customers want, when they want it.

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Here’s how we do it:

• Identify
  Resolve fragmented customer identities across in-store and online touchpoints to build a unified 360° customer and household view.
  
  • Uses shipping and billing info to map trade areas and store proximity.
  • Example: A shopper may use her phone number for in-store loyalty but an email address online – Angler links these sessions together (cross-stitching).
    
• Predict
  Predict each visitor’s likely channel of first purchase (online or in-store) within the attribution window.
  
  • Predict cross-channel future behavior, such as online customers who are likely to buy in-store later (and vice versa), and those who are likely to buy at full price stores vs. outlets.
    
• Enrich
  Activate smarter audiences and signals tailored to your business goals and media strategy.
  
  • Segment audiences by predicted channel of purchase to guide Meta, Google Ads, and others to the right conversion path.
  • Build lookalike audiences from customers who purchased (or are predicted to purchase) in a specific channel or store format.
  • For in-store lookalike prospecting, apply trade-area filters to minimize wasted impressions and enable store-specific ad personalization. 
  • Example: If you want to advertise for your NYC location only, you can advertise this exact store and location to prospects within your trade area, giving them a personalized ad experience.

Omnichannel isn’t just a competitive advantage anymore; it’s table stakes. Brands that show up in the right places, at the right times, with the right message are redefining customer expectations.

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Want to learn more about how Angler will boost performance for your omnichannel campaigns?
Schedule a call with us here.

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