Omnichannel Retail—Part 2: 6 Strategies to Increase Store Sales with Online Retargeting

TLDR

• Strategy 1: Local Inventory Ads (LIA): Use Google LIA so high-intent “near me” searchers see real-time local stock, distance, and store info, nudging them to “pick up today” instead of waiting for shipping.
• Strategy 2: Retention via Email & WhatsApp: Build an automated retention engine using POS data and RFM segmentation to trigger replenishment nudges, VIP early access campaigns, and high-intent WhatsApp workflows like back-in-stock alerts.
• Segmentation & Workflows: Let your automation platform continuously segment customers into groups like Recent High-Spenders, Lapsed Loyals, and One-Time Buyers, then run “set it and forget it” workflows (replenishment, win-back, VIP access) to keep journeys relevant.
• Strategy 3: Instagram Automations: Use Comment-to-DM and Story Reply automations to move engaged followers into DMs with lookbooks, coupons, and VIP passes that can be shown in-store for discounts, turning social engagement into measurable foot traffic.
• Strategy 4: Run Meta/TikTok store traffic campaigns and “Show this screen to redeem” offers, then track a unique POS promo code (e.g., INSTA25) to directly attribute in-store sales to specific ads.
• Strategy 5: Geofencing & Competitor Conquesting: Geofence your own stores to re-engage visitors who didn’t buy and geofence competitors to show “we’re cheaper/closer” WhatsApp messages to shoppers already browsing similar products nearby.
• Strategy 6: BORIS (Buy Online, Return In-Store): Turn returns into revenue by incentivizing in-store returns with perks .

The reality of modern retail is that your customers are channel-agnostic. They don’t see "online" and "offline" as separate worlds; they just see your brand. Yet, many retailers still treat their e-commerce sites and physical stores as separate entities. This is a mistake. Research consistently shows that omnichannel campaigns earn a 287% higher purchase rate than single-channel campaigns.

In this guide, we will explore five actionable strategies to use your digital tools, from email automation to local inventory ads, to increase foot traffic, boost in-store sales, and maximize the lifetime value (LTV) of every customer.

Strategy 1: The "Digital Shelf": Local Inventory Ads (LIA)

For decades, the biggest advantage of physical retail was immediacy. If you needed a hammer, you went to the hardware store. However, today, that journey starts on a phone.

80% of shoppers engage with a digital touchpoint before they ever set foot in a store. When a customer searches for "running shoes near me" or "organic dog food," they are displaying high commercial intent. 

If your digital ads only point them to an e-commerce checkout with a 3-day shipping window, you might lose them to a competitor down the street.

How It Works: Google Local Inventory Ads (LIA)

Google Local Inventory Ads (LIA) is the bridge between search intent and physical availability. Unlike standard shopping ads that drive traffic to a website, LIA shows the customer exactly what is in stock at your nearest branch.

When a user searches for a product, your ad displays:

• The product image and price.
• The text "In store • 1.2 mins."
• Store hours and directions.

Example:

Imagine a customer searches for a specific cordless drill. A standard ad might show the drill for $99 with "Free Shipping." A Local Inventory Ad for a retailer like Home Depot or a regional hardware chain will show "In Stock at Downtown Branch • Pick up today." This psychological trigger of immediacy is often the deciding factor for the purchase.

Implementation Tip:

Success with LIA relies on data hygiene. You must connect your Point of Sale (POS) inventory feed to your Google Merchant Center account. This ensures that if you sell the last unit of a product at 10:00 AM, the ad automatically stops running by 10:15 AM, preventing the frustration of a wasted trip.

Strategy 2: High-Conversion Retention via Email & WhatsApp

In the data collection phase, you get email addresses and phone numbers at checkout. It’s time to use that data to build an automated retention engine. 

Effective retention marketing relies on segmentation. You shouldn't send the same generic "Weekly Newsletter" to everyone. Instead, use the purchase data from your POS to trigger relevant workflows.

The Foundation: Segmentation & Workflows

Before sending a message, you must group your customers based on behavior. A common and effective method is RFM Analysis (Recency, Frequency, Monetary value).

To implement this, export your POS data into your marketing automation platform and let the system tag your customers automatically:

• "Recent High-Spenders": Customers who purchased in the last 30 days with high average order values (e.g., over $100). These are your VIPs and prime targets for exclusive previews.
• "Lapsed Loyals": Customers who haven't visited in 90+ days but were historically frequent buyers. These shoppers need a "win-back" offer to break their inactivity.
• "One-Time Buyers": Exclude this group from expensive, high-touch efforts. Focus your budget where the potential return is highest.

Adding the Behavioral Layer: Once you have the basics, layer in behavior. Tag customers based on what they buy (e.g., "Fitness Enthusiasts" who buy protein powder) or where they buy (in-store vs. online). When your messaging aligns with past behavior, such as sending a "Restock for your active routine" email to a health-conscious buyer, conversion rates of these types of campaigns often surge by 15% or more.

The "Set It and Forget It" Rule: Don't do this manually. Automate weekly re-segmentation via API feeds between your POS and CRM. This ensures that if a "Lapsed Loyal" walks in and buys a coffee today, they are instantly moved into the "Active" segment, keeping your messaging relevant and dynamic.

The Workflows

After your segments are defined, you can trigger the specific workflows that drive traffic.

Workflow A: Geofencing Messaging

• The Trigger (Online Data): A customer browses for specific items on your website (e.g., a specific brand of running shoes) but does not complete the purchase online.
• The Wait (Location Monitoring): The customer leaves your website, and your retargeting system begins monitoring their location via geofencing technology when they are near one of your physical store locations.
• The Action (Real-Time WhatsApp message): When the customer enters a predetermined geofence (e.g., within a 1-mile radius of your store), they get a WA message immediately 
• The Content: "Welcome to the neighborhood! That [Specific Running Shoe Name] you were looking at online is in stock and waiting for you at [Local Store Name]. Get a free pair of premium socks with your in-store purchase."
• The Result: You leverage high-intent online interest with physical proximity and a compelling in-store offer, converting an abandoned online cart into a high-value physical store visit and sale.

Workflow B: VIP Early Access (Email)

This workflow targets your "High Monetary" segment, the top 20% of spenders.

• The Concept: Drive traffic during slow periods (like Tuesday mornings) by leveraging exclusivity.
• The Action: Send an email 48 hours before a major public sale. with a message, "Our Black Friday sale starts online on Friday. But as a VIP, you can shop the sale in-store starting Wednesday."‍
• Why it works: It makes the customer feel special and smooths out your operational peaks by spreading traffic over more days.

The WhatsApp Factor: Urgency & Concierge

While email is excellent for storytelling and visual merchandising, WhatsApp marketing for retail is for action. With open rates hovering near 98%, it is the most direct line to your customer. However, it must be used strategically to avoid being blocked.

Workflow C: Back-in-Stock Alerts

• The Scenario: A customer visits your store, but you don't have their size in the specific denim jacket they want.
• The Capture: The sales associate tags their profile in the POS with "Waitlist: Denim Jacket Size M."
• The Automation: When inventory arrives at that specific location, a WhatsApp message fires automatically. Message: "Hi Sarah, the jacket you wanted is back at our Main St. store. Reply 'YES' if you want us to hold it for you until 5 PM."‍
• The Psychology: This creates urgency and a sense of personal service that e-commerce cannot replicate.

Strategy 3: Instagram Automations to Drive In-Store Sales

While paid ads are effective, organic social engagement is often an untapped opportunity for driving foot traffic. One of the most powerful trends in omnichannel marketing campaigns is "Comment-to-DM" or "Story Reply" Instagram automation.

This strategy removes the friction between "seeing" and "acting." Instead of hoping a user clicks a link in your bio, you use automation to deliver the value directly to their inbox.

How to execute the "Comment-to-DM" Strategy:

Instead of a passive post, create a "Conversation Starter" Reel or Post.

1. The Content: Post a video of your new summer collection arriving at the store.
2. The Hook (Caption): "Want to see the full lookbook and get a 10% in-store coupon? Comment the word 'SUMMER' below."
3. The Automation:
   
   • User: Comments "SUMMER."
   • Bot/Automation: Instantly replies to the comment ("Sent it to your DMs! 🔥") and simultaneously sends a direct message.
   • The DM: "Hey! Here is the lookbook link. 📸 And as promised, show this message to the cashier at our downtown store for 10% off this weekend!"

Story Reply Automation

You can apply this same logic to Instagram Stories.

• The Story: "We are holding a VIP event this Friday. Reply with 'RSVP' to get on the guest list."
• The Flow: User replies "RSVP" → Automation captures the lead →sends a digital pass to their DM.

Why does this drive store sales?

It moves the user from a public, passive environment (the feed) to a private, active environment (the DM). Once the coupon or invite is in their DM, it feels like a personal asset they need to "spend" by visiting the store.

You can even send more details through WhatsApp and Email.

Strategy 4: Social Media "Store Traffic" Campaigns

Many retailers make the mistake of optimizing their Facebook and Instagram ads solely for "Conversions" (website sales). However, Meta and TikTok offer specific objectives designed to drive store traffic.

These campaigns use the user's phone location services to serve ads only to people within a drivable distance of your store.

The "Show-to-Redeem" Tactic

One of the hardest parts of online-to-offline marketing is attribution—knowing which ad actually caused a sale. The "Show-to-Redeem" tactic solves this.

1. The Creative: Run an Instagram Story ad featuring a limited-time offer (e.g., "Free pair of socks with any shoe purchase").
2. The Call to Action: "Show this screen to the cashier to redeem."
3. The Measurement: Your staff simply hits a specific button on the POS ("Promo Code: INSTA25") to track the redemption.

This creates a verifiable link between your digital ad spend and your physical register totals.

Strategy 5: Geofencing and Competitor Conquesting

Geofencing allows you to draw a virtual perimeter around a real-world location. When a mobile device enters this zone, it triggers an ad display on apps the user is browsing (like Weather, News, or Social apps). You can also send them a WhatsApp message. 

Targeting Your Own Store

You can retarget customers who visited your location but left without buying.

• The Message: "Thanks for visiting! Did you see something you liked? Come back this week for 10% off."

Targeting Competitors (Conquesting)

This is an aggressive but effective tactic. You can place a geofence around your competitors’ locations.

• Scenario: A customer is walking through a competitor's big-box store. They check their phone to compare prices.
• Your Message Appears: "Don't overpay. We have the same model in stock for $20 less. We are just 5 minutes away."

This strategy works best for high-frequency categories like QSR (Quick Service Restaurants), apparel, and home goods, where the barrier to switching locations is low.

Strategy 6: Turning Returns into Revenue 

Returns are often viewed as a "necessary evil" of retail, costing e-commerce merchants billions annually. Online return rates often hover between 20% and 30%, compared to just 8-10% for brick-and-mortar.

However, an omnichannel retailer views a return as a traffic opportunity. This is where BORIS (Buy Online, Return In-Store) comes in.

The Operational Upsell

When a customer initiates a return online, your system should aggressively promote the in-store option.

• Incentive: "Return by mail ($5.99 fee) OR Return in-store for FREE and get a $10 voucher."

Data shows that 66% of shoppers who return an item in-store will make a new purchase during the same visit.

Staff Training is Key:

Your associates should be trained to pivot the interaction from a "refund" to an "exchange."

• Script: "I see this shirt didn't fit. We actually just got the new season colors in—let me grab a Medium for you to try on right now so you don't leave empty-handed."

By reducing return shipping costs and converting refunds into exchanges, BORIS becomes a profit center rather than a cost center.

Closing the Loop

The retailers winning in 2025 and beyond aren't thinking in terms of channels; they are thinking in terms of lifecycles.

Part 1 of this series showed you how to capture the data. Part 2 has shown you how to activate it. When you combine these two halves, you create a self-sustaining loop:

1. A customer buys online → Returns in-store (foot traffic).
2. While in-store, they buy an upsell →You capture their digital receipt (Data).
3. That data triggers a replenishment email →They buy again online.

This shift transforms your brick-and-mortar locations from isolated shops into dynamic fulfillment and experience hubs that feed and are fed by your digital ecosystem.

Ready to launch your first omnichannel campaigns to increase your in-store traffic? Book a demo with ZEPIC.