How to measure Offline Sales Which Triggered Online?

One of my friends asked me how to measure conversions where a buyer does a research online and finally end-up buying the product offline at a retail store nearby. This is a very tricky issue which most of the etailers are finding it difficult to measure. I think there is no accurate method to measure such conversions.

Here are few tactics that can give rough figures and analysis can be done to frame the objectives and strategies for future campaigns when you know the numbers of offline and online purchases.

1. Give an option to order online and pick-up offline.
2. Provide a 'store locator page near you', beside the product details or price. If the prospect buyer clicks it then you can roughly measure this.
3. In continuation to #2 provide a feature to send the offline store address to be sent to the prospect via SMS or email.
4. If a visitor spends more time on the website and leaves without purchase - usually interested buyers spend more time on the site. We can assume that such visitors are prospects and can be contacted through email for further queries (if he/she is logged in).
5. Have promo code on the website which can be used for online purchase or offline at particular stores.
6. If sales at offline store(s) spike during the time you have an online campaign for the product, then you can make the assumption.

This way you will know how many buyers are moving out of online purchase to a retail store and thus, can help you in framing the strategies. Let me know if I have missed anything.

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