Client: Sainsbury's/Tu
The Tu Omnichannel Bidding Test transformed our paid media approach by integrating in-store sales data into Meta for the first time. Traditionally, Tu’s performance campaigns optimised solely for website sales, despite the majority of purchases taking place in-store. By collaborating with Sainsbury’s MarTech team and harnessing Nectar card data via offline CAPI, we linked store transactions to Meta users, enabling omnichannel attribution and optimisation. Piloted in a womenswear campaign, this innovation allowed the algorithm to target and optimise for both online and offline shoppers, significantly broadening reach and efficiency. The results delivered an incredible incremental omnichannel (web & store) ROAS. These statistically significant results have led to omnichannel bidding being adopted across all lower-funnel activity, fully aligning Tu’s paid media with the omnichannel reality of how shoppers buy today.
