Product sets are an incredibly important part of any ecommerce platform. They provide customers with the ability to purchase multiple items in one click while also allowing them to save money by bundling. In this article, we will explore the basics of product sets, how they can be utilized in ecommerce, and how to create successful product sets on product pages. It will help you to better understand how to create sets that will help your ecommerce business succeed.
Benefits of using product sets on the website
Product sets are an effective way to promote and sell multiple products at once. By bundling related items together, customers can purchase items they may not have considered buying individually. This encourages customers to add more items to their basket, making it more likely for them to buy the entire set.
Product sets are also an effective way to showcase products on product pages. Rather than displaying individual items separately, product sets group related items together. This allows merchants to create a cohesive product page that is both visually appealing and informative.
Product sets also allow merchants to highlight special items or collections of products that customers may not have seen otherwise. That gives the possibility to provide customers with even greater value.
It is also worth promoting such product sets that the customer simply must or should buy. They play an important business role because they significantly increase basket value. This is enriched by the discount mechanism for the entire set - so if you want to buy a product at a promotional price, you must also buy a complementary product. For example, if you want to buy a ball in a promotional offer, you must also buy a pump, otherwise you cannot take advantage of the first promotion. In this case, the value of the basket and the number of bought products is increased, and the customer also benefits from the special promotion.
Two main scopes
When building your first product sets campaign, you have to answer the main question – do you want to create sets manually, or do you want to let the algorithms do it for you?
The first option might be effective and useful in the situation when you want to promote specific products in sets (from a specific category, color etc.) and create the connections by yourself. Or you just have specific key categories you want to promote. For the second option, the results will be generated by our cross-sell campaign based on the products most often bought together. Let’s describe both options.
Sets created manually with filters
While creating your product set, you can add manual filters to your recommendation campaign, which helps you better manage the results. Manual filters let you show specific IDs of products or choose specific categories which should be presented as a set (for example; bicycles with bicycle pumps).
When might it be helpful?
- When you present sets in the fashion industry as a complete stylization based on the products from the specific photo.
- When you present a campaign promoting specific products, for example, watches – you can manually add them to the presented sets.
- When you want to offer the possibility of composing the product sets based on the same value of some attributes, like color, category and series. Based on that, clients visiting a product could get some decorations in the same color and series as the product they were viewing.
What is also worth mentioning, when you set up our sets manually, you can manage the number of products displayed dynamically. You can decide how many of them will be displayed in each situation. If you choose the automatic version – you have to set it up as the constant value.
If you want to trust the advanced algorithms rather than use the manual version and spend time setting up the rules, a good idea is to choose the advanced version.
To do so, you should choose the option “cross-sell” in the AI Recommendation campaign.
This algorithm is based on the products commonly bought together. Based on this algorithm, the results will be presented dynamically based on the latest choices of customers and the products they often buy as a set. So, you do not need to decide on your own but rather choose the option to use the choices of your real customers.
While creating your product set, you can also add filters to your recommendation campaign, which helps you better manage the results. Below you will find examples of filters you can use to make them more appropriate.
- If the main product was from the “men” category – present products also from this category.
- If the product from the main category was X, present a different product to avoid the situation that with shoes you can see other shoes rather than accessories or bags.
- If the main product was “red” present products in the same color.
- If the main product costs X, present products which are cheaper. It might be useful, especially if we want to use the psychological mechanism, which let us show cheaper products than the one we want to buy, which might help to avoid the situation that offered products are more expansive and the customer may decide that he will not buy them.
- If the main product is in size X, show others also in size X.
Which option is better? The answer is not that easy. A good choice is to use the hybrid method – using the manual system only in the specific categories in which you have the scope and idea of what you want to present or you have key products which you want to present first. In other categories, it is a good idea to let the algorithms work and do the job for you.
The visual design
Setting up the product sets is also very important to decide how visually it should look and work. You have a long list of options you can use, but let’s look at a few examples:
Show the button “buy” below every product from the set. It might be good to let users choose for themselves if they want to buy the whole set or just one specific product from it.
Show the button “buy” for the complete set. It lets the user buy the whole set at once. It might be useful, especially if we want to show the whole price and we have, for example, only two products in our set. In this case, you may also use another trigger that can encourage customers to buy the set – a special price for the whole set. If a user buys the set, he will get a discount.
Show an additional carousel for each product from the set to help your customer choose the best one. It might be a great idea to create this campaign manually if every product from the set is from a different category (e.g., shoes, trousers, shirt). With a carousel, the user can choose from a few products which be a part of his final set.
Product sets are a powerful tool for marketers to leverage, as they allow for the creation of targeted campaigns that can be tailored to a customer's individual needs and preferences. The product sets feature in Synerise provides a range of options that offer a variety of benefits, including increased customer engagement, improved customer experience, and enhanced customer loyalty. With Synerise, marketers can create personalized product sets tailored to their customers that can be used in any type of marketing campaign. We encourage you to take advantage of product sets and create campaigns tailored to your customers, so they can maximize their marketing efforts and achieve success.