Unlocking Incremental Offline Sales With Omnichannel Optimization
How Mulmul leveraged Offline Conversions API (OCAPI) and omnichannel campaigns across 15+ physical stores to drive maximum acquisition efficiency.
The Brand Story: Bridging Modern Retail & Digital Innovation
With 15+ physical stores across the country, Mulmul stands at the intersection of modern retail and digital innovation. The brand wanted to maximize impact across every channel by unlocking incremental offline sales while driving greater efficiency in customer acquisition.
To achieve this, Mulmul utilized advanced omnichannel strategies connecting online ad visibility directly to in-store footfall and purchases.
Overcoming Growth Challenges
Scaling a multi-channel retail presence presented distinct strategic hurdles:
- Siloed Data Channels: Bridging the gap between digital ad exposure and physical store purchases.
- Acquisition Costs: Improving overall acquisition efficiency across combined web and physical retail footprints.
- Attribution Accuracy: Accurately tracking offline conversions driven by online Meta ad campaigns.
"The brand unlocked incremental offline sales while driving greater efficiency in customer acquisition—maximizing impact across every channel."
Re-Architecting Growth with OCAPI & Omnichannel Beta Campaigns
By partnering with AdYogi, Mulmul implemented sophisticated infrastructure to track and optimize for total brand value.
Leveraged OCAPI to feed offline transaction data back into advertising algorithms, enabling optimization for both web and in-store purchases.
Launched targeted omnichannel campaigns designed to guide high-intent local shoppers straight to physical retail locations with features like 'Get Directions'.
Optimized ad spend based on comprehensive cross-channel attribution, resulting in a dramatic reduction in customer acquisition costs.
Operational Pillars For Long-Term Success
Cross-Channel Attribution
Moving beyond standard web-only metrics to measure complete business impact across all 15+ store locations.
Enhanced Acquisition Efficiency
Achieving a 77% improvement in customer acquisition cost across the combined web and store ecosystem.
The Verdict
Mulmul's success illustrates how physical retail brands can successfully harness digital performance marketing to supercharge both online and offline revenues.
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