Using Segments in Visual Merchandising

Note: This feature is available on the Advanced and Expert plans. If you're interested in taking advantage of it, please reach out to your customer success manager. 

Creating a Segment-only campaign

A segment-only campaign is useful to make broad changes that will affect all shoppers within a specific segment.

To begin, click the "+ Create Campaign" button on the top right of the main Campaigns page. Select "Segment", then click the "Continue" button at the bottom left.

Enter the tag you'd like to use to identify this segment. (Don't worry, you can change this later if needed.)

Name your campaign. Then you can begin merchandising!

The tools available for segment merchandising are Targeting, Boosts, and Banners.

Targeting

Targeting allows you to merchandise while directly targeting a specific group of shoppers, such as logged-in vs. guest shoppers, men vs. women, or shopper membership levels. These can be specific to a segment, a location, or a particular page on your site. Learn more about targeting here.

Boosts

Product boost rules change the way retailers manage products on their site. Instead of telling your ecommerce software where to put items individually, merchandisers create rules based on product attributes and the system dynamically orders products. This approach is simpler, more intuitive and reduces mistakes.

Banners

Rich content can be added to a campaign page with banners (also known as "content blocks"). To add or edit banners, go to the Banners toolbox.

Editing the segment

You can edit the tag you're using to identify this segment by going to the Targeting toolbox and clicking the edit icon to the right of the segment.

Note: If you don't see the Segment tab, reach out to your customer success representative to discuss how to move forward with this feature.

Merchandising a specific page for a segment

If you'd like to merchandise a specific segment/page combination, first create a normal search or category campaign. From there, go to the Targeting toolbox and select the Segment tab. 

Set up your segment tag here, and you're all set to merchandise that specific context. You can edit or remove a segment from a search or category campaign at any time. 

Once a segment is configured, you will see "Segment" appear on the main Campaign Details panel under the Campaign Targeting section as a reminder that this campaign is only affecting this segment/page combination.

Frequently Asked Questions (FAQ)

Is there any reporting?

Currently, Athos Commerce does not yet offer direct reporting to reflect segmentation in merchandising. If you would like to track the performance among the different segments you are merchandising, you can easily do so by sending your segment tags to Google Analytics at the same time you send them to Athos. Read more here.

Why don't I see the "Segment" tab in the Targeting toolbox?

Please review Segmented Merchandising to learn how to get set up with this feature. If you've already installed, please reach out to your customer success representative to ask for this to be enabled for your store.

Can I set more than one segment on a single campaign?

No.

How do segment campaigns work together with other merchandising campaigns?

Any campaign setting from a segment campaign will override that setting for a non-segmented campaign. 

For example, you have a campaign set up to show a banner to all shoppers.

You have a segment campaign set up to show a different banner to shoppers who are logged in.

For logged-in shoppers, the banner from the segment campaign will override the normal campaign. 

Read more: How Campaigns Combine

What if I want to use more than one segment at a time? (Advanced)

In some cases, you may want to use more than one segment simultaneously for your shoppers, such as identifying a shopper by both gender and location. It is possible to do so, however there is not currently a way to identify which segments are more important than others, and so it is important to understand the caveats.

1. Multiple segments cannot merge the same type of campaign setting. For example, you have a segment campaign to show a banner to your logged-in shoppers, and another campaign to show a different banner to all women shoppers. Which banner would show for a woman who is logged in? Since there is not currently a way to determine if one of these is the more important segment, the oldest campaign will take precedence. 
2. However, multiple segments can use different types of campaign settings together. For example, you have a campaign to show a banner to your logged-in shoppers, and another campaign with a boost rule to prioritize women's products to all women shoppers. Since banners and boosts are entirely separate settings, there is no conflict. A woman who is logged in would be shown women's products and the banner.