Reserved Gets 2.3x More Conversions by Linking Online and In-Store Data

Reserved is the flagship brand of LPP, a Polish family-founded fashion company and one of the leading fashion groups in Central and Eastern Europe.

Established in Poland in 1998, Reserved offers contemporary fashion and accessories for women, men, and children, combining current trends with accessible design. The brand operates in an omnichannel model, reaching customers through both online platforms and a broad network of brick-and-mortar stores across international markets.

RTB House has been supporting Reserved for over a decade. We work together in 20 markets on campaigns throughout the funnel, across both web and app.

After a recent expansion of our cooperation—in which we activated in-app campaigns in nine countries—Reserved was looking for the next way to move the needle.

Together, we identified that some clients have omnichannel interactions with the brand. Shoppers may browse online but convert in-store, and vice versa. However, only the online activity is used for targeted ads. We asked: What if data from an app used at in-store checkout could augment browsing data? Was it technically possible, and would it actually help to personalize retargeting ads further and drive conversions?

This idea posed great technical challenges from both sides. It was only possible because Reserved is a data-first organization with robust systems that enabled sharing internal information with our systems. Our team then set about writing a customized script that would link brick-and-mortar and online interactions of specific users to create a fuller picture of their behavior.

The dedicated RTB House team developed a custom integration that unified Reserved's online and offline customer data into a single targeting system.

The technical lift was substantial. Reserved's in-store checkout app and online browsing data existed in separate systems. Our team wrote entirely new scripts that enabled our Deep Learning algorithm to ingest CRM signals from both channels in real time—creating a complete view of each shopper's cross-channel activity.

This required close coordination between both technical teams, sophisticated data mapping, and Reserved's willingness to share internal purchase data. The integration captured previously invisible customer patterns: users who browse online but purchase in-store, shoppers who research in physical locations before buying online, and customers ready for their next purchase based on offline transaction history.

RTB House and Reserved undertook the difficult task of implementing this first-of-its-kind solution because we predicted that it would have significant business value—preventing wasted impressions, personalizing product recommendations, and converting offline browsers into online buyers.

The integration revealed that offline conversions were just as valuable as online ones for training the system. Results in the first full month of testing proved the concept. Users whose data was captured both online and offline delivered 2.35 times more conversions and 2.1 times more sessions compared to online-only users. What's more, the multi-touchpoint group showed a 22% higher session conversion ratio—demonstrating that understanding cross-channel behavior markedly improves efficiency.

Based on the initial results, Reserved has additionally rolled out this omnichannel approach to the Czech Republic, Romania, and Germany, with more markets possible. The company is also constantly challenging RTB House to find other new innovations to continue building on our decade-long shared success.