70% of consumers expect a seamless experience across channels. 72% use their smartphones in-store to check reviews or offers. And 69% still shop primarily in physical stores.

Locala’s Retail Insights Barometer 2025 reveals major shifts: shopping is now fully omnichannel. Consumers move between digital and physical touchpoints without noticing the boundaries. For marketers, that means the old way of planning, by channel, by broad audience, by national activation, is no longer enough.

Consumers don’t buy on average. They buy in specific cities, catchment areas, and moments. The challenge for brands is adapting strategy to this hybrid, mobile, and local reality.

How planning has shifted

Three major shifts are reshaping media strategy:

  • Signals surpass IDs. Privacy ended the dream of perfect targeting. What scales today are business signals:  who captures attention online, who drives visits offline, and how those patterns shift.
  • Channels converged; measurement didn’t. Mobile, CTV, DOOH, and social all deliver value in isolation, but measurement remains fragmented. Marketers need a connected view linking early intent with real outcomes.
  • Local dynamics drive national results. Even in the same region, a brand may face very different objectives: consolidate in one area, conquest in another, and defend elsewhere. One-size-fits-all planning is costly.

The new priorities for advertisers

To keep pace, marketers must focus on four priorities:

  • Speed to signal: catch intent early, interest, engagement, traffic, and respond quickly.
  • Outcome clarity: link upper-funnel attention to store visits and brand preference, not just clicks.
  • Orchestration, not fragmentation: use each channel for its role in the local context.
  • Repeatable playbooks: scale strategies without losing relevance.

Our answer: Omni Planner

This is why Locala created Omni Planner, a new layer inside Locala Planning. It unifies online signals with offline outcomes on the same canvas, at the city and zone level, and turns them into actionable strategies.

Four key indicators mirror the consumer journey:

  • Awareness (online traffic share)
  • Engagement (website engagement)
  • Attractivity (store traffic share)
  • Preference (store switcher rate)

Online without offline is incomplete. Offline without online lacks context. Together, they shape smarter, outcome-driven plans.

Why this changes the game

Locala Planning brings a unified workflow where online intent and offline impact meet locally. Budgets follow contextual opportunities, not just CPMs. Strategies become both scalable and locally nuanced.

The future of media is not about chasing the cheapest impression. It’s about aligning with how people actually shop: omnichannel, mobile, and local. The brands that adapt will be the ones that thrive.