Omnichannel Facebook Ads Secrets: How SuperStep Increased Sales by 2.8X
The retail landscape has evolved dramatically in recent years, with consumers expecting seamless shopping experiences across both online and offline channels. The importance of omnichannel marketing became undeniable as studies showed that customers who engage with multiple channels spend significantly more than single-channel shoppers. Retailers leveraging omnichannel strategies see customer retention rates up to 90% higher than those with single-channel approaches. Turkish footwear retailer SuperStep faced this challenge head-on when seeking to boost sales across its multi-brand stores and ecommerce platform. As a subsidiary of Eren Retail representing international brands like Lacoste and Converse, SuperStep recognized that its traditional Facebook Ads strategy—optimized solely for web sales—was leaving significant in-store revenue opportunities untapped. This disconnect between digital marketing efforts and physical store performance reflects a common pain point for omnichannel retailers.
SuperStep's situation underscores the critical importance of omnichannel marketing in today's retail environment. According to industry research, 73% of shoppers use multiple channels during their purchase journey, yet many retailers still struggle to connect these touchpoints. The rise of "webrooming" (researching online before buying in-store) and "showrooming" (browsing in-store before purchasing online) has made channel integration not just advantageous but essential for competitive survival. SuperStep's journey with Meta's omnichannel FB Ads demonstrates how bridging this divide can unlock substantial business growth while meeting modern consumer expectations.
I. The Challenge: Bridging Online and Offline Sales
SuperStep's initial advertising approach followed a conventional digital playbook—running Facebook Ads and Instagram campaigns optimized exclusively for website conversions. While this strategy effectively drove online purchases, it created an artificial barrier between digital marketing investments and physical store performance. The ads featured compelling product imagery with "Shop Now" buttons directing users to SuperStep's ecommerce platform, completely overlooking customers who preferred trying shoes in-person at their 100+ retail locations across Turkey. This single-channel optimization failed to capture the full customer journey, particularly for footwear purchases where fit and comfort often necessitate in-store evaluation.
The limitations of this web-only strategy became increasingly apparent as SuperStep analyzed its marketing ROI. Retail analytics show that footwear purchases have a 35% higher average order value when completed in-store compared to online, making offline conversion optimization crucial for revenue growth. Additionally, the company's customer surveys revealed that nearly 60% of in-store buyers had previously engaged with digital content about the products they purchased. These insights highlighted a glaring disconnect—SuperStep was effectively warming up customers through FB Ads but only measuring (and optimizing for) half of their potential conversion paths. The brand needed a solution that could attribute value to both online and offline conversions, creating a unified view of campaign performance across all sales channels.
II. The Solution: Implementing Meta's Omnichannel Ads
SuperStep's breakthrough was achieved via Meta's omnichannel ad optimization solution, which utilizes two robust technological components. First, the Conversions API for offline integration allows for the secure transfer of in-store purchase data from the retailer's systems to Meta's servers.This technical integration allows the advertising platform to receive and process offline conversion events with the same precision as online conversions. Second, the omnichannel optimization algorithm uses this combined dataset to make intelligent ad delivery decisions—showing products to users most likely to purchase either online or in-store based on their demonstrated behaviors and preferences.
The technical implementation required careful planning between SuperStep's IT and marketing teams. They established a secure data pipeline that transmitted anonymized customer purchase records from their POS systems to Meta, including critical details like transaction value, product categories, and timestamps—all while maintaining strict compliance with data privacy regulations. This integration enabled Meta's system to recognize when users who saw SuperStep’s Facebook Ads subsequently made in-store purchases, closing the attribution loop that had previously made offline conversions invisible to their digital campaigns. The solution's sophistication lies in its ability to not just measure cross-channel performance but actively optimize for it, dynamically adjusting ad delivery to maximize total sales across all touchpoints rather than just one conversion channel.
III. The Campaign Design and Execution
To thoroughly assess the effectiveness of the omnichannel ads, SuperStep conducted a scientifically controlled Meta Conversion Lift study that compared two different campaign approaches. The test cell featured omnichannel-optimized Facebook Ads showcasing various seasonal shoe styles with messaging encouraging both online and in-store purchases: "Discover the Season's Trendiest Models at SuperStep!" These ads employed the full Conversions API integration, allowing Meta's delivery system to consider offline conversion data when determining who should see the ads and when. The control cell replicated SuperStep's traditional approach—similar creative assets but optimized solely for website conversions with standard online-only tracking.
The campaign's structure followed Meta's best practices for conversion lift studies, ensuring statistically valid results. SuperStep ran both campaign cells simultaneously from January 15-31, 2025, with audiences randomly assigned to prevent overlap or interference between test and control groups. The ads appeared across Facebook and Instagram feeds, leveraging carousel formats to showcase multiple product lines and video content to demonstrate shoe features dynamically. Crucially, the omnichannel Facebook Ads maintained consistent branding and value propositions across all placements while allowing Meta's algorithm to determine optimal audience targeting based on the complete conversion picture—a significant departure from SuperStep's previous manual audience segmentation approaches.
IV. Results and Performance Metrics
The campaign outcomes surpassed even optimistic projections, delivering transformative results for SuperStep's marketing efficiency. The omnichannel-optimized FB Ads generated 2.8 times more incremental sales across both online and physical stores compared to the web-only approach. Even more strikingly, the return on ad spend (ROAS) skyrocketed to 14.9 times higher than conventional campaigns—an unprecedented improvement in marketing efficiency for the retailer. These metrics demonstrate that the omnichannel solution didn't just add offline sales to existing online performance but created synergistic effects where the combined channel optimization yielded better results than the sum of its parts.
Deeper analysis revealed fascinating behavioral insights. The omnichannel ads particularly excelled at driving high-value conversions, with in-store purchases from ad-influenced customers showing 22% larger average basket sizes than organic store traffic. The data also showed that certain customer segments previously considered "online-only" shoppers actually became valuable in-store converters when presented with the right omnichannel messaging. Geographic patterns emerged as well—ads optimized for omnichannel conversions performed exceptionally well in urban areas with multiple SuperStep locations, where customers appreciated the flexibility to research online then try locally. These nuanced findings enabled SuperStep to refine both its marketing strategy and inventory allocation across regions.
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V. Key Takeaways and Lessons Learned
SuperStep's experience offers several transformative insights for retailers navigating omnichannel commerce. First, the technical integration of offline sales data proved far more manageable than anticipated—the Conversions API setup took under three weeks from start to full implementation. Second, the campaign demonstrated that "online" and "offline" customers aren't distinct groups but rather the same shoppers at different stages of their journey. By serving Facebook Ads optimized for both paths, SuperStep captured demand that would have otherwise been missed by channel-specific campaigns.
Perhaps most importantly, the results challenged conventional wisdom about digital attribution. SuperStep discovered that many customers who initially clicked "Shop Now" but didn't complete online purchases were actually converting in physical stores—conversions that previously went uncredited to their digital marketing. This visibility into true cross-channel impact allowed for more accurate budget allocation and creative optimization. The brand also learned that omnichannel creative performs best when it highlights channel flexibility rather than pushing one path over another—messages like "Buy online or try in-store" outperformed channel-specific calls-to-action by 40% in engagement metrics.
Furthermore, Topkee's TAG-driven audience lists and TTO topic management refine messaging potency, while their ad formats cater to diverse engagement preferences. The synergy between these approaches demonstrates that operational efficiency (via tools like Topkee's automated data integration) and creative agility (through dynamic content strategies) are pivotal in maximizing cross-channel ROI.
Conclusion and Industry Implications
SuperStep's success with Meta's omnichannel ads provides a playbook for retailers struggling to connect their digital and physical sales channels. The Facebook Ads campaign's extraordinary results—2.8X more incremental sales and 14.9X better ROAS—demonstrate that omnichannel optimization isn't just about measurement but about actively shaping customer journeys across all touchpoints. For multi-channel retailers, this approach represents more than improved marketing efficiency; it's a strategy for delivering the seamless experiences modern consumers demand while unlocking previously hidden revenue opportunities.
As retail continues evolving toward channel-agnostic shopping experiences, SuperStep's case study offers both inspiration and practical guidance. Other brands can replicate this success by implementing robust offline conversion tracking, embracing omnichannel campaign structures, and developing creative assets that speak to customers regardless of their preferred purchase path. The results prove that in an era where customer journeys span multiple devices and locations, marketing strategies must do the same to remain effective and competitive.
Ready to unlock your brand's omnichannel potential? Contact Topkee's Meta advertising specialists to explore how these strategies can work for your business.
