50% Sales Increase via Unified Digital Strategy
Synchronised digital marketing campaigns with real-time inventory management for a local retail brand entering online sales. Built the e-commerce platform, ran the ads, managed the stock.
Key Result
Sales Increase
Pillar
GROWServices
01 — The Challenge
A regional fashion retail brand with 5 high-traffic brick-and-mortar storefronts launched a Shopify website to enter online e-commerce. However, they ran into a severe synchronization problem. Their physical stores used a legacy SQL Server-based Point of Sale (POS) system that tracked inventory locally. The online store tracked inventory separately. When items sold out in physical stores during weekend sales, they remained listed as 'In Stock' online. This resulted in double-selling, manual order cancellations, refunds, frustrated customers, and wasted marketing dollars. The brand was spending thousands of dollars running Google Search and Meta Ads campaigns driving traffic to products that were already sold out in their physical warehouses.
02 — The Solution
We built an omnichannel synchronization system that bridged the legacy on-premise retail databases with their digital storefront. Instead of relying on buggy third-party plugins that fail under rate limits, we built a custom Node.js middleware synchronizer deployed on Vercel's edge network. We deployed a secure, lightweight database listener at each physical store that monitors transactional deltas. Every 60 seconds, the middleware computes inventory changes and pushes updates in bulk to Shopify using their GraphQL Admin API, resolving rate-limiting bottlenecks. To optimize marketing budgets, we integrated the Google Ads and Meta Conversions APIs directly into the synchronization pipeline. If a product’s total inventory across all warehouses falls to zero, the middleware automatically triggers an API request to pause active ad campaigns for that specific SKU. When new stock is registered, the ads are automatically unpaused. We replaced their stock theme with a high-speed, pre-rendered Next.js headless storefront, dropping average page load speeds to under 1.2s.
Omnichannel Sync Architecture
+--------------------+ +--------------------+ +--------------------+
| Physical POS Store | ---> | custom middleware | ---> | Shopify Engine |
| (Local Database) | | (Polls Inventory) | | (Data Layer) |
+--------------------+ +--------------------+ +--------------------+
| |
v v
+--------------------+ +--------------------+
| Google Ads Sync | | Next.js Storefront|
| (Ads Paused/Runs) | | (Customer UI) |
+--------------------+ +--------------------+Inventory updates sync via custom middleware in real-time. If stock falls to zero in the retail store, both the Next.js storefront listing and the Google Ads campaign for that item are automatically paused.
03 — Core Milestones
- 01/Built low-latency middleware interfacing with proprietary store databases
- 02/Launched fully customized Next.js e-commerce storefront with <1.2s load speeds
- 03/Automated stock-dependent ad pausing, cutting waste budget by 35%
- 04/Engineered automated dashboard tracking online vs offline store revenues
"Before anlytic, inventory syncing was a daily nightmare. Now it is completely automated. We saw our online sales double in three months without hiring a single extra staff member."
Campaign Impact
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