Rerouted Offline Customers to Online via O2O Strategy

Problem Statement

A leading grocery chain with 70+ stores across the Middle East faced:

• Disjointed customer data across online and offline channels

• Loyalty program launched, but no communication mechanism to inform users of loyalty tiers or points

• High churn from both online and offline customers

• Checkout and cart drop-offs were alarmingly high

• Conventional content strategy and poor visibility for leadership on performance or action items

"We had a loyalty program, but we weren’t building loyalty. And we couldn’t target or track the real value of our customers." — CMO, Grocery Chain

Solution Implemented

We took a 30-day transformation approach, starting with strategic planning and ending with complete funnel automation, CMO visibility, and offline + online synergy.

1. Discovery & Strategic Planning

• Conducted deep-dive discovery sessions with the CMO to understand goals, friction points, and retention gaps

• Created a strategic retention roadmap: Broken into three pillars:

  • Understanding Customers

  • Upscaling Business via Retention

  • Scientific Targeting

Shared a Loom video walkthrough of the entire strategy at the start of the month

2. Phase 1: 30-Day Online Uplift Plan

• Designed 10 strategic journeys: funnel drop-off recovery, first purchase acceleration, engagement, NPS

• Clear definition of:

  • Action items

  • Target audience segments

  • KPIs impacted

  • Channels used (email, SMS, WhatsApp, push)

• Built analytics layer: Segmentation of known vs. unknown users, paying vs. non-paying, repeat vs. one-time buyers

• Checkout drop-off audit:

  • Drop-offs due to user-side payment issues: Sent retry CTAs with alternate payment options

  • Drop-offs due to system-side failures: Apologized, sent new payment links, and fixed backend gateway

Result: 13% uplift in conversion across signup → purchase funnel

3. Phase 2: Offline + Online (O2O) Integration

• Mapped complete customer journeys across both environments

• Designed journey overlap resolution framework:

  • Exclude product/category viewers who already bought

  • Exclude negative survey respondents from buy-push campaigns

  • Prioritized journeys by event recency and business intent

• Used time-blocking & flow control:

  • Delayed non-urgent comms (e.g., wishlist nudges)

  • Scheduled journey steps to match user behavior (e.g., Friday 11AM-3PM when grocery purchases peak)

• Enabled in-store vs online tracking logic: Customers who bought offline were auto-removed from online journeys

  
  

4. Loyalty & Winback Campaigns

• Segmented loyalty members by tier, purchase frequency, and inactivity

• Created point expiry notification campaigns with urgency CTAs

• Re-engaged lost users with personalized winback journeys

Result: 20% winback conversions and a lift in repeat purchases

5. Communication Strategy Overhaul

• Replaced conventional copy with bold, strategic, data-backed content

• Personalization based on customer behavior, frequency, preferred category, and store

• Above-the-fold CTAs, local language variants, optimized for mobile

• Created a content playbook to ensure every message drives action, not just aesthetics

Delivered a closing Loom video summarizing results, learnings, and next steps for the CMO

Impact Created

Metric	Before	After	Growth
Funnel Conversion (Signup → Purchase)	-	+13%	Uplift across stages
Loyalty Communication	Not available	Live	+20% winback rate
Retention Campaign ROI	-	18X	Fully automated funnel
Content Engagement (Clicks)	Baseline	+26%	Improved engagement
Online + Offline Journey Sync	None	Live	Seamless O2O

Smartphone showing WhatsApp promotional messages for customer engagement

Why It Worked

• Data-driven mapping of pain points, KPIs, and user intent

• Built with CMO collaboration and full visibility into daily actions

• Focused on scalable frameworks instead of one-off campaigns

• Blended fast execution with strategic thinking

What did the Client Say

“We finally have control, we moved fast, saw results in 30 days, and I had complete visibility into every plan, report, and improvement.” — CMO, Grocery Chain