Co-op has teamed up with LiveRamp and Google to generate increased store footfall and bricks-and-mortar sales via a digital ad campaign, closing the gap between online activation and real-world impact.

Activating its first-party member data and implementing LiveRamp’s closed-loop omnichannel measurement framework, Co-op was able to link search ads to a +77% uplift in store visits and a +134% increase in food sales, proving the offline impact of its digital marketing investment.

“Digital search is a powerful driver of offline traffic, but retailers have historically struggled to prove it,” Travis Clinger, International GM and Chief Connectivity & Ecosystem Officer at LiveRamp, said.

“Connecting our digital activity to in-store behaviours has unlocked a new level of understanding of how our members shop,” said Yawen Deng, Performance Marketing Manager at Co-op, adding that the solution allowed its team to “see the full customer journey – from search to store.”

Using LiveRamp’s Data Collaboration Platform, Co-op connected its Member programme data to Google’s advertising platform. This matched the first-party data to digital search campaigns, enabling the retailer to accurately measure the incremental impact of digital activations.

“Both Google and LiveRamp have been aligned with our strategy to “close the loop” and enable better understanding of our digital marketing investments and omnichannel impact,” Dominic Adams, Digital Marketing Lead at Co-op, further explained.

Looking ahead, Co-op will explore developing personalised campaigns, which will be tailored to members’ specific interests and shopping behaviours, leveraging dynamic targeting to further enhance digital and physical engagement.