Brands are experimenting with new ways to communicate omnichannel and e-commerce offerings on social media, where they can engage with consumers directly. Leader brands employ creative Facebook tactics to market fulfillment services and drive in-store traffic during windows of opportunity, like the holiday season.

Brands choose to pitch in-store events and new product offers with promoted Facebook posts. L2’s analysis reveals that 4.3% of brand Facebook posts in Q4 2017 referred to stores —almost twice the number that referred to fulfillment options. The share of total posts referring to omnichannel features peaked in Q4 at 6.6%, indicating that brands recognize the holiday season as a critical time to drive foot traffic.


Across sectors, engagement for omnichannel-related social posts falls in line with average post engagement. Grocery brands, which have been slower to adopt delivery than big box peers, experienced a 9% lift in engagement with omnichannel-related posts. With a greater focus on engagement than audience reach, grocery brands garner more interactions by creating individual store Facebook pages to cater to local audiences and leveraging user-generated content (UGC) to market in-store products.

Asda, for instance, leans on UGC to market new items on Facebook, generate hype around products, and ultimately draw shoppers to stores. In a post promoting a popular item, giant unicorns, the brand featured customers at local stores purchasing the unicorns and used language like “flying off of shelves” to entice readers to act quickly. Asda then linked users to a list of store locations by commenting on the post, bringing customers closer to a point of sale.

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