Basic build flow

In this article...

You'll learn more about the process of building Product badging campaigns and, in particular, the steps and pages you'll use.

The basics

Ready to get started? Comfortable with what product badges are? Great, we can get started.

Remember that each product badge is wrapped in what we call a campaign. What's a campaign, we hear you ask.

Here comes a definition... CAMPAIGN

Much like a marketing campaign, a campaign in the Merchandising Hub is framed around a well-defined goal and built around an idea, hypothesis, or the action points from a weekly trade meeting or sales results.

It's your "why" for adding product badging to your website. This might be something straightforward, like pushing a product line or brand to coincide with an offline in-store promotion, or something more complex like driving up average order value amongst shoppers of a particular product category who make frequent but low-value purchases.

The build flow

There are five essential steps in adding product badging to your website.

Once live, we'll start to collect data, and within a short space of time, we'll begin reporting on the effectiveness of your campaign. Based on this information, you'll be able to decide what actions to take, and we'll help you with this by making some suggestions.

For now, let's concentrate on our five steps.

Step 1 - Choose a placement

Right now, there are several places where you can add badging- it will depend on what placements have been built for you as to which ones are available.

Here we show two placements that you can choose from. One from a PDP and the other from your homepage:

placement-views

INFO: There are a few rules around using placements, but we'll get to these in Step 1 - Choosing where.

Step 2 - Set up badge

Once you've decided where to add your product badging, you'll need to think about what products to badge and who should see the badged products. We'll cover all of this in more detail in Step 2 - What products to badge and for who, so for now, we'll cover the basics.

What

Deciding what products to badge starts with the selection of a badge. This choice depends on your business goals. For example, you might be looking to influence purchasing decisions by increasing urgency or highlighting your best sellers, re-engage with customers interested in a product that is now back in stock, or inspire customers with new products.

Next, you'll need to think about any rules you might want to add. Rules are used to define what products your badge will be shown on.

Finally, you'll need to decide what message and icon to use for your badge. We'll help you build a message by allowing you to pull in actual product data, like the number of times a product has been viewed or purchased over a defined period.

TIP: Before moving to the next step, you can preview your badge. This is a great way to make any changes at this early stage of the build journey.

Who

You might decide to show your product badge to all the people that visit your site. Other times, you might choose to be more restrictive and only show it to a smaller group of people. You do this by building an audience.

In this example, we've built an audience by combining two attributes, Number of sessions AND Number of conversions:

new-customers

TIP: There's also the option to upload a CSV file to build an audience based on data you've already got, like email addresses collected in-store or user Ids exported from a CRM.

Step 3 - Set visibility

Setting visibility means deciding what percentage of your qualifying visitors should see your product badge.

Suppose you defined your audience based on a specific location, like London. In this step, you will decide what percentage of your London-based visitors to show the content to; you can choose one of our pre-defined selections 50%, 95%, 100% or define your own percentage.

As an example, if you chose 50%, we would randomly assign half of the people in your audience to your campaign and the other half to your default website, as the control.

INFO: Splitting your visitors in this way allows us to compare the effectiveness of your badging in terms of some essential metrics like Conversion Rate (CR) and Revenue Per Visitor (RPV).

To give you an idea of how many visitors we would expect to see your product badge, we provide an estimate based on the last seven days of data:

visibility-estimate

Step 4 - Scheduling

In this step, you can decide to launch your campaign according to a schedule. Scheduling is a good option if you would like to time a campaign to automatically start and end in line with weekend messages, late-night cut-offs, Black Friday messaging, or promotions.

Both the start date/time and end date/time are optional. You might leave out a start date, for example, if you want to have manual control over when the campaign starts but use an end date/time to pause it automatically.

scheduling-overview

Step 5 - Review and launch

In this last step, we allow you to review your campaign. You can preview it and make any changes you think are needed. We'll also show you the metrics we will track for the campaign.

If you are happy with what you see, you're confident you are targeting the right groups of visitors, and you've got the visibility split right for what you are trying to achieve, you can launch it.

Once launched, your visitors will start to see your product badge and generate the data needed to judge whether it has been successful.

Your campaign report is a great place to understand what's going on with a campaign. Of course, when you first launch it, we won't have collected enough data to start reporting:

post-launch-campaign

We'll cover this in more detail in See how your campaigns are performing.

Last updated: January 2023
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