If you’ve been in marketing long enough, you’ve probably seen the pendulum swing.
For a while, the future was supposedly all digital. Meta was skyrocketing, Google clicks were king and eComm was going to replace the store experience entirely. But here we are in 2025, and reality tells a very different story.
While 75% of shoppers use multiple channels before making a purchase, more than 85% of U.S. retail sales still happen in-store. In fact, brick-and-mortar generated $3.6 trillion in H1 2025, and that number continues to grow.
The change is how these sales happen. The days of separate “online” and “offline” shoppers are over. Nearly 80% of people check a retailer’s website from their phone while standing in the aisle. A purchase that ends in-store might have started with a mobile ad during the morning commute, a personalized email at lunch, or a CTV spot that sparked the idea days before. The path to purchase is now fluid, cross-channel, and always on.
The challenge is that most marketing teams aren’t structured for this reality. Digital, in-store, and media teams often work in silos, chasing their own KPIs and fighting for credit. This results in wasted ad spend, inefficient targeting, and performance reports that miss the full story. The truth? The brands that win are connecting every channel strategy, touchpoint, and data source into a cohesive strategy.
That’s where Kargo thrives. We bring together the three things that make omni-channel campaigns work: creative that’s dynamic and relevant across channels, feed management that powers real-time accuracy, and measurement that proves the full impact online and in-store.
Imagine serving a shopper an ad for a product that is actually in stock just two miles away, priced and promoted in real time, optimized for their preference for in-store vs. online shopping. That’s the level of precision our feed management delivers. Paired with dynamic creative optimization, your ads aren’t just pretty; they’re timely, local, and actionable.
And the proof? Through tools like Conversions API, Offline CAPI, and lift studies, we can connect a Meta impression to an in-store purchase with confidence. Not a guess. Not a modeled number. Actual, incremental performance.
We’ve seen this play out time and again. We worked with a national supplement retailer that has relied on in-store sales to launch a national dynamic ads campaign, and helped drive online revenue growth without cannibalizing foot traffic. The results showed a tripling of their omni-ROAS YoY, doubling offline ROAS, and CPC drop of nearly 90%.
Additionally, we transformed an automotive brand static asset strategy into dynamic, localized ads, identifying over 900 quality leads while slashing their CPl by more than 800%. In a test with a home goods retailer, our shoppable digital circular ads beat standard creative on Meta, delivering a 10% lift in offline ROAS, 11% higher conversion rate, and 17% lower landing page view cost.
Even two major specialty retailers, one department store and one apparel, experienced the power of true omni-optimization using Kargo dynamic creative alongside Meta’s new powerful omni-channel optimization. The department store saw a 44% increase in ROAS by shifting from a reach based strategy to the omni-optimization with a store based local inventory approach. The apparel retailer went against their standard setup and came away with +19% ROAS, -21% CPM and more purchases overall.
The lesson is clear: when creative, data, and measurement work together, the whole becomes greater than the sum of its parts. This isn’t just about making your media more efficient. It’s about understanding and connecting to the way consumers actually shop.
As third-party cookies fade away, first-party offline data will be one of the most valuable assets a brand owns. But data on its own isn’t enough. You need the systems, the creative engine, and the measurement framework to turn it into performance. At Kargo, we make that happen without the heavy lift, plugging your data into our omni-channel ecosystem and turning it into measurable, total business growth.
The future of marketing isn’t “digital” or “physical.” It’s both. And when they’re working together, that’s where the magic happens.