Working with Demotions

Demotions is a method to temporarily decrease the strategy score of selected products and variants in a market. It is useful for use cases such as demotions of a suppliers products, demoting seasonal wear or demoting certain brands or type of products. A demotion will bury products in search results, category pages, and other locations where demotions are supported. All demotions are managed in the Business app.

Disclaimer

App design and features are subject to change without notice. Screenshots, including simulated data visible, are for illustrative purposes only.

Screenshot of Apptus eSales Business app Demotions tab

Before a demotion can be created, the Admin app must be fully configured. Access for users to the demotions tab is set in the admin app User management tab on a per user basis.

Demotion basics

Each demotion is identified by a name and has start and end date. The maximum length of a demotion name is 50 characters. During the demotion, the strategy score of each product is adjusted to be lower than all products which are not part of a demotion, thus being buried in results. Statistics are collected during the demotion and can be measured. All variants of a product will get individual rankings based on the variant performance and demotion.

Demoting promoted products

If a product or variant is part of both a demotion and a promotion at the same time, the strategy score from the demotion has the highest priority and will be used.

Screenshot of Apptus eSales Business app Demotions tab Add demotion

Statistics

During a demotion period, aggregated statistics for all buried products/variants are collected for displays, clicks, sold units, revenue, and profit. Revenue and profit are shown in the currency configured for the current market.

Statistics can be measured to show the impact of the demotion. When activating measurements, 80% of the sessions will show the demotion and 20% will not. The impact is measured by comparing the statistics from sessions with demotions to sessions without demotions. The aggregated statistics of a demotion are based on all sessions, i.e. both sessions with and without demotions.

Notification set-up and implementation affects the statistics collected. Incorrectly set notifications will result in incorrect statistics. It is not always recommended to measure demotions.

Selecting products and variants

Products used in a demotion can be either handpicked or included (or excluded) by rules. Variants can only be included (or excluded) by rules.

Hand picked

Products can be hand picked for a demotion. The Search box can be used to search for products using the search attributes configured for the products, including product_key. Hand picked products can be removed from a demotion directly from the main Edit demotion dialogue window. A demotion of a hand picked product demotes all the variants of the product. The maximum number of hand picked products are 200.

Screenshot of Apptus eSales Business app Demotions tab Handpick products

Rule based

Products and variants can be included in, and excluded from, a demotion using one or more rule sets. A rule set can include several rules where each rule can either include or exclude products/variants where a configured attribute, such as a brand name or a product category, has one or more values found in eSales.

Products will be demoted if only product attributes are used. If at least one variant attribute is used in the rule, the demotion will be set to the variants matching the rule. If an attribute is a product attribute or a variant attribute depends on the data model setup and how attributes are used in the product import. If a product does not have variants the product itself is seen as a variant.

If more than one value is selected for an attribute in a rule, the values are to be considered as using the logical OR operator. I.e. if a rule with the attribute brand has both Adidas and Nike as values, products with brand configured as Adidas or Nike will be selected.

Each additional rule in a rule set is based on the data returned by the previous rule (logical AND operator). The final product and variant selection within the rule set is based on the data returned by the last rule. This is useful when narrowing down a product set. For example, a rule set has two include rules where first rule has the attribute brand and the value Adidas, and the second rule has the attribute colour and the value Black. The final product selection within the rule set are products with the colour set to Black from the the data set where the brand is Adidas.

It is not recommended to use different rules using include with the same attribute within a rule set as they most likely return no products. I.e. if a rule set has two include rules where first rule has the attribute brand and the value Adidas, and the second rule also has the attribute brand but the value Nike, it will not return any products or variants at all. This is because no products and variants with Nike as brand are present in the data returned where brand is Adidas.

Several rule sets can be used simultaneously. The rule sets operate independently of each other (logical OR operator).

Individual products included by a rule set can be excluded if they are are deemed unfit for the demotion. The products can either be excluded using a rule to exclude products and variants by their id's or by selecting them individually in the demotion details view. Selected products are dimmed with a text denoting that they are blocked.

Screenshot of Apptus eSales Business app Demotions tab rule based products

Use cases

The key use cases for demotions includes managing stock level, demotion of a suppliers products, demotion of a product type (like spare parts) and demotions of seasonal wear.

Best practice

  • Do no use multiple include rules with the same attribute and different values within a rule set, instead use one include rule with one attribute and multiple values.
  • Measure statistics of a demotion if needed
  • Always include a rule to demote products out of stock
  • Use rules for inclusion before rules for exclusion in a rule set

Panels supporting demotions

Depending on what panel is used, demotions are utilised either fully or partially. Panels that partially utilise demotions, such as the Autocomplete panel, use product demotions on product backfill. Multi-level sorting will affect demotions.

Demotions are fully utilised in:

Demotions are partially utilised in:

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