Co-op reports rise in store sales following digital data collaboration with Google and LiveRamp
LiveRamp has announced the implementation of the first closed loop omnichannel measurement framework for Co-op. In collaboration with Google, LiveRamp enabled the retailer to deterministically link search ads to real-world store visits and food sales, proving the offline impact of its digital marketing investments.
Initial tests of the framework delivered the following results: +134% increase in-store sales; 77% uplift in incremental store visits; 39x return on investment for search.
Co-op faced an industry wide challenge. Standard digital metrics, including clicks, online orders, and revenue, did not capture the full value of paid search, especially for customers who completed their purchases in physical stores. It required a solution that could accurately measure the impact of digital activity on both online and offline outcomes, such as store visits and sales. It also needed to ensure privacy, scalability, sustainability, and a consistent, engaging brand experience.
Using LiveRamp’s Data Collaboration Platform, Co-op connected its Co-op Member programme data to Google’s advertising platform. This matched the first-party data to digital search campaigns, enabling the retailer to accurately measure the incremental impact of digital ads on offline transactions.
Co-op is now progressing with plans to develop personalised campaigns tailored to members’ specific interests and shopping behaviours, leveraging dynamic targeting to further enhance digital and physical engagement.
Yawen Deng, Performance Marketing Manager, Co-op, says: “Connecting our digital activity to in-store behaviours has unlocked a new level of understanding of how our members shop. LiveRamp’s privacy centric approach has enabled us to see the full customer journey - from search to store - and it’s giving us the confidence to invest where it truly matters for our business.”
Dominic Adams, Digital Marketing Lead, Co-op, comments: “Co-op constantly demonstrates how we can keep innovating and extracting value from the data that we hold. Both Google and LiveRamp have been supportive and aligned with our strategy to “close the loop” and enable better understanding of our digital marketing investments and omni-channel impact.”
Travis Clinger, International GM and Chief Connectivity & Ecosystem Officer, LiveRamp, adds: “Digital search is a powerful driver of offline traffic, but retailers have historically struggled to prove it. Through data collaboration and our network, we helped Co-op build its first omnichannel measurement framework, enabling it to draw a straight line between search investment and in-store results. Delivering incremental and measurable returns, maximising efficiency and providing actionable marketing insight, this campaign is a testament to how integral data collaboration is for omnichannel success.”
2026 RTIH Innovation Awards
Omnichannel retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
