Campaigns are used in Pulse to measure or manage in-store activities. When you set up a campaign, you will be asked to choose a campaign type. This is to help you define the objective of your campaign and organise them in your Pulse account. The campaign type also determines how Pulse measures the results of the campaign.
Products can be in more than one campaign at any point. Learn how to add products to a campaign here.
Some, but not all, campaigns can be used to control your Electronic Shelf Labels (ESLs). Below we'll go through each campaign type and give a summary of the campaign, give examples of how it's used and whether or not it can be used to control ESLs.
Pulse Campaign Types Explained
Product Push
This campaign type is used when you want to push a product by adding a message to the ESL.
Examples of the type of message you could use:
"Store Choice" (the store is recommending this product to the consumer)
"To Impress" (the store is highlighting a high value product (eg wine) for the discerning customer)
Merchandising
If you decide to move products around in your store, and want to determine if the repositioning was successful in terms of sales or margin, you can add those products to a merchandising campaign. You can also use this to track activities like adding a new display or end cap.
ESLs are not typically used in this campaign as you want to track the result of your activity without the ESL factor.
Promotion
This campaign type is used to track advertised price or multi-buy offers, which are either initiated by the store or the franchise. This campaign can be used to set up ESLs, but typically label messaging would have already been set up.
Example: March promotions.
Event
This campaign type is used for annual or cyclical events that you may want to refer back to next time. You can use this campaign with labels, or simply use it to track the performance of products for a set period.
Example: Campaigns around Valentine's Day, Christmas, Rose of Tralee festival, Galway Races etc
Discounting
Discounting campaigns are used to track the impact of discounting products, perhaps due to short shelf life or clearance sales.
Typically used with labels.
Example: "To Clear" or "End of line"
Replenishment Plan
This campaign type is not used with labels.
Replenishment campaigns are used to manage in-store production. Replenishment plans are used to answer questions like "How many sandwiches do I need to make today?"
Example: Use this campaign type to generate and download a bake plan for your in-store bakery.
Price Suggestions
System-created campaign (not set up manually). When you accept price suggestions/low margin suggestions from Pulse, they are automatically added to this campaign. A campaign exists for each year.
Price Matching
System-created campaign (not set up manually). If label-based competitor price-matching is switched on in your store, a campaign is created here for each individual week to measure performance.
Automated Shelf Monitoring
System-based campaign which reports on video monitoring of shelves.
Adshelf
System-based campaign only used when AdShelf is available.
Hopefully that clears up any questions you had about campaign types, but if not feel free to get in touch and we'll be happy to assist.