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What is a Product badging campaign?
Product badging is the ideal campaign type to get started with personalization on your website. It enables merchandising and marketing teams, as the owners of a digital storefront, to call attention to special information about a product, helping visitors and customers to find the products they are looking for, help them make quicker purchasing decisions, and educate.
You can add product badging to your website without relying on a dev team to implement your ideas for you. Indeed, we designed the Merchandising Hub precisely to enable teams like yours to take control and own personalization.
You are the owner and driver of your personalization efforts.
How will I use it?
You’ll use product badging to deliver on the action points from your weekly trade meetings and sales reports and align with any in-store promotions and marketing campaigns you are running and broader business objectives.
Equally, you’ll use it to explore ideas you have about how best to promote new products, encourage your customers to discover new and related products, and reverse disappointing sales results.
How do I add a campaign to my website?
In the same way you add personalized content and product recommendations campaigns to your website, product badging campaigns consist of the same simple building blocks, whatever the complexity and goal.
Here are the points you need to know:
Product badging exists within a campaign. The campaign serves as a wrapper for badges.
You’ll decide where on your site to add your campaigns, like a product detail page, a listing page, the basket page, or a recommendations carousel. The place where you add the campaign is called a Placement.
Once you’ve decided where to place your campaign, you’ll choose who to show it to and what products to badge.
You might not want to go live straight away with your campaign–perhaps you are looking to go live at the same time as a promotion you are running or an event such as Black Friday. You can use scheduling to decide when to go live with a campaign and when to end it
Before going live, we’ll give you the chance to review it and preview it. Previewing is a great way to see how a campaign will look through the eyes of your customers
Once live, but only for campaigns with 50% and 95% visibility, you can use key performance metrics to compare your campaign against your default content, using A/B testing
Once we’ve got enough data to be sure of a result, we’ll suggest what next steps to take, like extending the visibility to more of your customers or pausing it
Where can I add it?
You can add product badging to several places on your website and mobile app.
Importantly, no matter where you add it and for what reason, you’ll build campaigns in the same simple and straightforward way.
Each time you create a campaign, you’ll need to decide:
Where - for example, a PDP, PLP, or basket page
Who - you might decide to show the content to visitors in a specific location, but you can equally opt for something altogether more complex such as
frequent but low-value converters
What - based on a strategy, rules, and badge settings, which include your message and badge image
We’ll cover these steps in more detail in the next article, Add product badging.
How can it be used in my team?
Adding product badging is straightforward and intuitive. We’ll guide you through each step and provide the information you need at each point in the build flow. As mentioned, there’s no need to wait for your dev team to implement anything or push live.
So, whether your goal is something straightforward like:
"using a product badge to draw attention to new products in your catalog."
Or something more complex like:
"informing customers that previously viewed an out of stock product when it becomes available,"
You can add product badging without having to worry about how it’s delivered on your site and without fear of breaking something.
With this new way of working, you can focus on building fantastic campaigns that create relationships, excite your customers, and get you the results you need to drive success.