A method to help retailers drive 11% sales growth with omnichannel Facebook Ads
In today’s competitive retail landscape, brands face the challenge of delivering seamless customer experiences across online and offline channels. HEMA, the beloved Dutch retail chain known for its affordable yet stylish home goods and stationery, recently tackled this challenge head-on with a groundbreaking omnichannel advertising strategy. An impressive 11% increase in total sales, driven by Meta’s innovative omnichannel ad solutions.
As highlighted in Meta’s recent best practices guide, the key to modern advertising success lies in leveraging AI-powered tools and diverse ad creatives to reach the right audience at the right time. HEMA’s campaign perfectly embodies this approach, bridging the gap between digital engagement and in-store purchases. This case study delves into how HEMA transformed its Facebook Ads strategy to unlock measurable growth, offering valuable insights for retailers aiming to thrive in an omnichannel world.
I. HEMA’s Omnichannel Advertising Strategy
HEMA’s initial FB Ads and Instagram ads strategy focused solely on optimizing for web sales, a common approach for retailers prioritizing e-commerce. While this drove online conversions, it neglected the potential of physical stores, which remained a significant revenue channel. Recognizing this limitation, HEMA’s marketing team partnered with Meta to test an omnichannel ads solution designed to simultaneously boost online and in-store purchases. The key innovation lay in Meta’s Conversions API, which enabled HEMA to sync offline sales data (e.g., in-store transactions linked to ad exposure) with its ad delivery system. This allowed campaigns to dynamically adjust bidding and targeting based on real-time cross-channel performance.
The shift to omnichannel optimization required HEMA to rethink its audience segmentation and attribution models. Unlike web-only campaigns, which relied on last-click attribution, the new strategy incorporated multi-touchpoint tracking, ensuring Facebook Ads credited for influencing both digital and physical purchases. For example, a customer might see a FB Ads showcasing HEMA’s affordable kitchenware, then visit a store days later to buy the product. By connecting these dots, HEMA gained a holistic view of campaign impact. Additionally, creative messaging was tailored to highlight omnichannel flexibility, with ads inviting users to “shop online or in-store” and featuring localized inventory to reduce friction. This strategic pivot positioned HEMA to capitalize on the growing consumer preference for hybrid shopping experiences.
II. Implementation and Experiment Design
To validate the effectiveness of omnichannel ads, HEMA designed a rigorous multi-cell conversion lift study, a methodology that compares test and control groups to isolate incremental impact. The team split its campaign into two cells: one featuring omnichannel-optimized ads (Cell 1) and another using its traditional web-only approach (Cell 2). Both cells operated simultaneously, focusing on comparable audiences while having different optimization objectives. Cell 1’s ads leveraged offline conversion data to prioritize users more likely to convert in-store, while Cell 2 maintained HEMA’s standard web-focused bidding.
Creative consistency was critical to ensuring a fair comparison. Both cells promoted the same products—such as HEMA’s seasonal home decor and pantry staples—with identical visuals and value propositions (“Affordable Quality for Every Home”). The only difference was the call-to-action: Cell 1’s ads included store locator buttons and offline conversion tracking, while Cell 2 directed users exclusively to HEMA’s website. By holding creative elements constant, HEMA ensured that performance differences could be attributed solely to the omnichannel optimization. The study also controlled for external factors like regional promotions or inventory changes, providing a clean read on Meta’s solution. This meticulous design allowed HEMA to confidently attribute the 11% sales lift to omnichannel ads, rather than external variables or creative fluctuations.
III. Results and Performance Metrics
HEMA’s experiment produced persuasive outcomes that confirmed the effectiveness of the omnichannel approach. The most notable outcome was the 11% increase in total sales across both online and offline channels, proving that unified optimization outperformed web-only tactics. Digging deeper, the 16% rise in-store purchases demonstrated Meta’s ability to drive foot traffic—a metric often elusive in digital campaigns. This was particularly valuable for HEMA, as in-store shoppers tend to have higher average order values and stronger brand loyalty compared to one-time online buyers.
Equally important was the improvement in cost efficiency. Omnichannel FB Ads delivered an 11% lower cost per sale, revealing that cross-channel optimization reduces wasted ad spend by targeting high-intent users regardless of their purchase path. For instance, Facebook Ads shown to users near HEMA stores were prioritized when offline conversion data suggested a higher likelihood of in-store visits. This granular targeting minimized budget allocation to low-potential audiences, maximizing ROI. The results also highlighted the synergy between channels: users who engaged with omnichannel Facebook Ads were more likely to make repeat purchases online after visiting stores, creating a virtuous cycle of customer retention. These metrics collectively underscored the business case for omnichannel advertising, especially for retailers with significant physical footprints.
IV. Insights and Strategic Impact
HEMA’s success with Meta’s omnichannel ads offers broader lessons for retail marketers. First, the case study underscores omnichannel ads as a growth driver, not just a tactical tool. By aligning ad optimization with business objectives (e.g., increasing total sales rather than just online conversions), HEMA unlocked incremental revenue that would have been missed with a siloed approach. Daniel Henriques Ventura Franco, HEMA’s Head of Media, emphasized this shift: “Meta omnichannel FB Ads are a great opportunity to support our business growth… For a retailer like us, it’s very important to leverage campaigns that work for both online and physical stores.”
Second, the results revealed meaningful shifts in customer behavior. Omnichannel ads didn’t just redirect existing demand from online to offline; they expanded the total pool of buyers by reaching users who preferred in-store shopping but might have been overlooked by web-only campaigns. This aligns with industry research showing that omnichannel customers have a 30% higher lifetime value than single-channel shoppers. For HEMA, the strategy also mitigated the risks of over-reliance on e-commerce, where competition and customer acquisition costs are rising. By diversifying its sales channels through omnichannel ads, HEMA future-proofed its marketing mix against platform-specific volatility.
Similarly, Topkee’s remarketing solutions help retailers nurture such high-value audiences; for example, its Call Tracking module attributes offline purchases to ad exposure, while TTO Topic Management refines creatives to resonate with hybrid shoppers. Topkee’s advertising creative collaboration framework streamlines process, enabling rapid iterations of localized creatives (e.g., carousel ads featuring region-specific products) while maintaining brand consistency.
V. Lessons for Retail Marketers
HEMA’s experience provides a playbook for retailers aiming to replicate its omnichannel success. A critical best practice is implementing offline conversion tracking, which requires technical integration but pays dividends in performance visibility. Tools like Meta’s Conversions API enable retailers to attribute in-store sales to specific ads, closing the loop on cross-channel measurement. Marketers should also prioritize creative messaging that bridges online and offline experiences through Facebook Ads, such as highlighting click-and-collect options or promoting in-store exclusives to digital audiences.
For example, Topkee’s TAG technology similarly enables centralized data management, allowing advertisers to sync offline purchases with ad platforms for precise attribution. Brands should prioritize such solutions to measure cross-channel impact accurately.
Scalability is another key consideration. HEMA’s global footprint—with stores in six European countries—required localized ad variations to account for regional inventory and cultural preferences. Retailers with multiple locations can use dynamic creative optimization (DCO) to auto-generate localized FB Ads, ensuring relevance at scale. Finally, the case study highlights the importance of experimentation. By running controlled A/B tests, HEMA isolated the impact of omnichannel Facebook Ads and made data-driven decisions to expand the strategy. Retailers should adopt a similar test-and-learn mindset, starting with pilot markets before rolling out winning tactics globally.
This aligns with Topkee’s audience segmentation and creative customization methodology, where tailored content (e.g., localized inventory alerts or click-and-collect prompts) is dynamically served based on user behavior tracked via TAG. Topkee’s TTO platform to automate creative adjustments, ensuring messaging remains relevant across touchpoints. Topkee’s data-driven philosophy, where tools like the TM tracking module monitor creative fatigue and optimize performance in real time.
Conclusion
HEMA’s omnichannel Facebook Ads campaign exemplifies how retailers can harness Meta’s advanced targeting and measurement tools to drive tangible business outcomes. The 11% sales lift, 16% in-store purchase growth, and improved cost efficiency demonstrate the power of unifying online and offline marketing efforts. As consumer expectations continue to evolve, retailers must break down channel silos and embrace strategies that reflect the interconnected nature of modern shopping journeys.
For brands seeking to replicate HEMA’s success, the path forward involves investing in omnichannel infrastructure, testing creative variations, and leveraging platforms like Meta to optimize cross-channel performance. If you’re ready to explore how omnichannel ads can transform your retail strategy, consider consulting with Meta’s advertising specialists or certified marketing partners to design a tailored approach. The future of retail belongs to those who can seamlessly meet customers wherever they prefer to shop—online, in-store, or both.
