Team Roar AdX and Singer SL – Appearing from (L-R): Sonali Wijayawardena, Manager – Customer Success (Roar AdX), Udara Dharmasena, Regional VP – Client Success (Roar AdX), Charith Fonseka, Manager – Client Partnerships (Roar AdX), Pesala Jayasuriya, Assistant Manager – Digital Marketing (Singer SL), Janmesh Anthony, Marketing Director (Singer SL), Paba Weerasekara, Snr Integrated Communications Manager (Singer SL), Malinda Senanayake VP-Sales (Roar AdX), Shameer Shah, Assistant Manager – Client Success (Roar Adx)
In a pioneering move for Sri Lanka’s retail sector, Singer PLC, in collaboration with Roar AdX, has successfully bridged the gap between digital advertising and in-store purchases. By leveraging Meta’s offline tracking tools, this initiative has redefined data-driven retail marketing in the country, proving that online campaigns can directly drive showroom sales. For the first time, a Sri Lankan retailer has implemented a digital-first, offline sales campaign—challenging traditional marketing approaches and unlocking new opportunities for omnichannel engagement.
“This initiative marks a paradigm shift in how brands measure the impact of digital advertising,” said Sonali Wijewardena, Manager – Customer Success at Roar AdX. “By integrating Meta’s offline tracking capabilities, Singer has set a new industry standard, showing that digital marketing is not just about online conversions but also a powerful tool for influencing in-store transactions.”
The results speak for themselves. Singer’s November sales strategy, which included the highly anticipated 11.11 online exclusive sale and Black Friday campaigns, delivered remarkable outcomes. Meta-attributed revenue saw a fourfold (4X) increase year-on-year, with an extraordinary 128x return on ad spend during seasonal sales. Sixty percent (60%) of the revenue from Meta-driven ads came from offline, in-store purchases, demonstrating the strong influence of digital in driving showroom traffic. Additionally, Meta’s overall contribution to Singer’s total revenue surged to 12%, a notable leap from just 2% the previous year.
“This data-driven approach has completely transformed our marketing playbook,” said Paba Weerasekara, Senior Integrated Communications Manager at Singer Sri Lanka. “The ability to track offline sales linked to our digital campaigns has not only boosted revenue but also reinforced the effectiveness of digital marketing in delivering real business impact.”
Pesala Jayasuriya, Assistant Manager – Digital Marketing at Singer Sri Lanka, echoed this sentiment, emphasizing that partnering with Roar AdX to implement Meta’s offline purchase tracking was a game-changer. By accurately measuring how digital ads influence showroom sales, Singer has unlocked valuable insights into customer behaviour and campaign performance.
Retail analysts have long observed that while product discovery happens largely online, high-value purchases, particularly in consumer electronics, still take place in-store. Singer aimed to bridge this gap through a data-driven omnichannel strategy, seamlessly integrating online advertising with real-time offline tracking. With the success of this initiative, more Sri Lankan retailers may explore similar models to enhance their marketing ROI, particularly in sectors where in-person purchases remain dominant.
“As Sri Lanka’s retail ecosystem evolves, businesses that want to maximize their marketing effectiveness will increasingly turn to real-time data tracking and omnichannel strategies that merge digital engagement with offline conversions. Singer PLC’s success is proof that the future of retail marketing isn’t just online, it’s omnichannel.” concluded Udara Dharmasena from Roar AdX.
About Roar AdX
Roar Adx is a premier platform marketing partner that specializes in empowering brands to scale their Meta advertising with expert campaign consultancy, local billing solutions and strategic insights, geared for digital marketing excellence. Roar Adx is a fully owned subsidiary of Roar Global, a conglomerate of marketing businesses, working in cohesion to empower companies to thrive in the platform age.