Merchandising upgrade: Unlock new Retail Media revenue streams

6 new Retail Media features in the Merchandising solution 

The new Merchandising upgrade consists of six features serving six different purposes: 

1. Boosted Campaigns
2. Pinned Campaigns
3. Product Bundles
4. Exclusion Lists
5. Feeds
6. Reporting

Boosted Campaigns

Boosted Campaigns gives you full control of how much visibility certain products and brands should receive across your website and ads. 

With a click of a button, Boosted Campaigns allow you to:  

• Boost specific products or brands and make them more visible in your feeds without interfering with your existing personalization strategies. Choose between 3 different boosting levels.  
• Run multiple campaigns in the same recommendation module, while also giving you the option to target different contexts (e.g., category pages, brand pages etc.). This gives you the flexibly to spread campaigns wider across your site. 
• Target the right CDP audiences: As an integrated part of building a campaign, you get the option to target specific audiences – also audiences from sister accounts. This is a great way to connect your CDP and your recommendations.    

• De-boost items that need less attention: Just like you can boost products, you can now de-boost products that don’t need further attention. This could be commodity items that your customers will find by themselves or products with a low profit margin. Choose between 3 different de-boosting levels.  
• Sort by profit margin or popularity, ensuring that your most attractive products among the boosted ones are presented to the shopper.

Pinned Campaigns

Guarantee your suppliers a certain number of clicks or views for a period of time.  

With Pinned Campaigns you can: 

• Dedicate one or more placements of your recommendation module to one specific product.  
• Let a set of products rotate at a specific placement.  
• Pitch new advertising packages to suppliers, ensuring a promised number of impressions or clicks, opening avenues for added revenue. 

Pinned Campaigns are ideal when new products hit your site and the supplier might want to position them in a certain context (like specific category pages) and expose them to a certain target group (like CDP audiences). 

Product Bundles

Product Bundles give you the tools to create and maintain groups of products that should always be shown together – no matter what your usual recommendation strategies dictate. 

This feature allows you to:  

• Make “complete-the-look” recommendations that showcase products from featured images – or items your designer recommends. 
• Guarantee that a certain battery is always displayed along with a certain power tool, ensuring a fool-proof shopping experience and fewer returns.  
• Create product cohesion in cases when you do not want to rely on the “wisdom of the crowd”  

A specific recommendation module will be available for bundles, offering you full flexibility of how and where to display your bundles.  

Exclusion Lists

Some products or product categories should never be displayed in any recommendation module due to either legislation or commercial concerns.  

With the Exclusion Lists feature you can select a subset of products or product categories from your product feed that should be excluded globally from any recommendation module.

Feeds

If you’re familiar with Merchandising, you might know the Feeds feature as Product Set Campaigns.  

Feeds give you the opportunity to create a separate feed of products to display through a separate module.  

This will give you the freedom to create product presentations wherever you like and apply features like personalization.  

For example, a feed can be used to display a special offers tab on your website, in which all products are sorted according to the user’s buy or visit history, overall popularity, or on-sale price.

Next level reporting

Effective reporting is an essential part of Retail Media. In Merchandising, you can deliver detailed and precise performance insights to prove the effect of a campaign to a supplier. You can analyze:  

Campaign performance overview 

Campaign Performance Overview gives you a high-level view of:  

• The total number of impressions the campaign got 
• The total number of clicks 

• The number of times a product was bought 
• The revenue generated by the campaign 
• How many unique users made the events 
• The relative performance indicators like click-through rate and completion rate 

Compare campaign period to a baseline period 

To monitor the actual effect of a campaign, you should be able to compare the performance of the campaign to a baseline period.  

You will be able to select from specified timespans prior to the campaign, so you can easily account for seasonal fluctuations or influence from marketing campaigns in other channels.  

Reporting by product 

See metrics like impressions, clicks and campaign revenue on a product level. You can also group the metrics by brand or category.  

This will enable you to deliver very specific reporting back to the supplier.