A shopper drives past a billboard, sees the same promotion on Instagram in the evening, walks into the store on Saturday and gets a bonus at the till that she already knew about. For her it is one story. For the retailer it is a set of disconnected channels — until they are tied into a system. That system is what omnichannel means: each touchpoint continues the previous one, and the data about it comes together in one place. Below is a practical breakdown for stores and chains in Tajikistan.
Where customers encounter the brand
It helps to sort all touchpoints into three levels:
| Level | Goal | Channels |
|---|---|---|
| Attention | Announce a promotion or a store | Billboards and city formats, radio, YouTube, Reels |
| Interest | Help people choose | Website and landing pages, social media catalogue, reviews, comparisons, chat |
| Purchase and return | Get people to the till and bring them back | Till, promo codes, loyalty cards, email campaigns, retargeting |
The golden rule: every touchpoint should lead to one clear next action. A QR code opens the promotion page, a video ends with the offer and store addresses, a call is logged and goes into the CRM.
Four combinations that are easy to launch
Billboard and Reels
The outdoor surface carries a QR code with a short tagged link and a promo code. Reels repeat the same visual and the same offer but add real-life proof — a review or an unboxing. The landing page shows store addresses and the promotion terms, and lets people save the coupon to a digital wallet. Outdoor delivers mass reach; social media adds repeat touches with the same creative.
Radio and YouTube video
Radio builds frequency through regular airings of a simple spot. At the same time, an In-Stream campaign runs on YouTube with the same message and a strong hook in the first few seconds. To make the contacts add up in people’s memory, use the same key phrase and the same closing slogan in both formats.
Till and retargeting
At the till there is a leaflet with a QR code for joining the loyalty club and a small gift for signing up. In the ad accounts, retargeting is set up for people who opened the club page but didn’t finish joining. That way occasional shoppers become regulars — and keeping them is usually cheaper than attracting new ones.
Geo-targeted ads near the store
A short burst of ads for people near the store, offering to pick up the product today. The link leads to the nearest store’s page showing stock availability and opening hours.
How to connect the data
A single UTM scheme
Agree on a template and stick to it. For example: ?utm_source=ooh&utm_medium=qr&utm_campaign=sept_sale&utm_content=board_12.
- utm_source — where the person came from: ooh, radio, reels, instore;
- utm_medium — the type of medium: qr, audio, video, print;
- utm_campaign — the name of the promotion or the period;
- utm_content — the specific billboard or creative.
Use short links for QR codes — long ones scan less reliably.
Call tracking with number substitution
The website shows different phone numbers depending on the source of the visit. The report shows how many calls there were, how long they lasted, which were answered and which were missed, and which campaign they belong to.
CRM and the till
Every visit and every purchase gets an identifier — a client_id from GA4 or a loyalty card number. Offline sales are uploaded back into the ad accounts as offline conversions, so the algorithms learn from real purchases rather than clicks.
What to measure
- Contact: reach and impressions by channel, frequency among the core audience.
- Intermediate steps: CTR, video completions, QR scans, club sign-ups.
- Sales: visits, share of receipts with a promo code, the ROPO effect (research online, purchase offline), repeat purchases.
- Net effect: geo-experiments in which test districts are compared with control districts by growth in visits and receipts.
For weekly monitoring, a compact dashboard is enough: channels (reach, frequency, CPM), landing pages (conversion, speed, scroll depth), store (visits, receipts, average basket, share of promo codes) and the bottom line (CAC and contribution to margin). If scans or calls from a particular medium drop off, it’s time to change the creative or the rotation.
Mistakes that break the chain
- Each channel has its own offer, so customers don’t recognise the promotion.
- The QR code leads to the website’s home page instead of a dedicated landing page for the promotion or store.
- Insufficient frequency: a person saw the ad once and forgot it.
- The till and loyalty cards aren’t connected to the CRM, so nobody knows what actually sold.
- Effectiveness is judged on clicks alone, even though most sales happen offline.
A one-month launch plan
- Week 1: offer and layouts, UTM scheme, promotion pages, launch of geo-targeted ads.
- Week 2: outdoor and Reels, radio spot, call tracking set-up, A/B test of hooks.
- Week 3: retargeting of landing page visitors, promo codes at the till, first summary report.
- Week 4: geo-experiment in several districts, rotation adjustments, conclusions for the next month.
If you need an omnichannel plan tailored to your stores and budget, SKY Central Asia can combine outdoor, radio and digital into a single campaign — find out more in the media section. You can ask a question on our contact page.
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