CASE STUDY
How Wavemaker Measured Leroy Merlin's Online-to-Store Impact with ROQAD
The Challenge
Leroy Merlin and its agency Wavemaker needed to know which digital channels were actually bringing people into stores. Customers moved between desktop, tablet and mobile, so ad exposure on one device and a store visit later were never connected. Without that link, media spend was being allocated on guesswork rather than offline results.
The Approach
Wavemaker used ROQAD's cross-device identity graph to link every session and mobile ID to a single user, then mapped ad engagement to store visits. That gave the team one view of each customer journey, from first ad exposure to footfall.
How We Did It
- 1
Device-level identification linked desktop, tablet and mobile sessions, and mobile IDs, to a single user.
- 2
Online-to-offline attribution mapped ad engagement to store visitation.
- 3
Unified customer journeys showed which channels truly influenced footfall, so budget could follow real results.
The Results
- +17.7% uplift in offline visitation
- -52% cost per conversion
- A clearer understanding of channel performance across all digital touchpoints
"ROQAD insights enabled us to analyse all digital media channels in terms of offline performance. By applying the gathered insights, we were able to boost offline visitation by 17.7% and drive down cost per conversion by 52% for Leroy Merlin."
— Patrycja Dydra, Marketing Specialist, Wavemaker (WPP)