Working with Promotions

Promotions is a method to temporarily boost the strategy score of selected products and variants in a market. It is useful for use cases such as promotions of upcoming external campaigns, stock clearance of specific products, or promoting certain brands or type of products. Boosted products and variants will gain positions in search results, category pages, and other locations where promotions are supported. All promotions 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 Promotions tab

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

Promotion basics

Each promotion is identified by a name and has start and end time. The time setting enables a user for example to schedule promotions to start or end at out-of-office hours. The maximum length of a promotion name is 50 characters.

A boost level is set to determine how the selected products and variants will be boosted. Statistics are collected during the promotion and can be measured. Products and variants can be part of several promotions and demotions at the same time.

Screenshot of Apptus eSales Business app Promotions tab Add promotion

Boost level

A promotion can have three different boost levels: high, medium, or low. The high boost level is recommended in most use cases. The priority of the promotion boost levels are high to low. The boost level from a demotion has a higher priority than the promotion boost levels. All variants of a product will get individual rankings based on the variant performance and boost level.

  • High - During the promotion, the strategy score of each boosted product or variant is adjusted to be higher than all products which are not boosted.
  • Medium - During the promotion, the strategy score of each boosted product or variant is adjusted to be higher than ~99% of the products that currently have a higher strategy score.
  • Low - During the promotion, the strategy score of each boosted product or variant is adjusted to be higher than ~90% of the products that currently have a higher strategy score.

Promoting demoted products and variants

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

Statistics

During a promotion period, aggregated statistics for all boosted 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 promotion. When activating measurements, 80% of the sessions will show the promotion and 20% will not. The impact is measured by comparing the statistics from sessions with promotions to sessions without promotions. The aggregated statistics of a promotion are based on all sessions, i.e. both sessions with and without promotions.

Notification set-up and implementation affects the statistics collected. Incorrectly set-up notifications will result in incorrect statistics. It is recommended to always measure promotions.

Selecting products and variants

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

Handpicked

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

Screenshot of Apptus eSales Business app Promotions tab Handpick products

Rule based

Products and variants can be included in, and excluded from, a promotion 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 boosted if only product attributes are used. If at least one variant attribute is used in the rule, the boost 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 set of products and variants. 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 selection within the rule set are products or variants 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 not return a result. 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 or 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 promotion. 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 promotion details view. Selected products are dimmed with a text denoting that they are blocked.

Screenshot of Apptus eSales Business app Promotions tab rule based products

Use cases

The key use cases for promotions includes managing stock level and promotions of seasonal wear. Read more about use cases and best sales practices on the Promotions page on Apptus.com.

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.
  • Always measure statistics of a promotion
  • Include a rule to only show products in stock, unless promoting pre-orders or upcoming releases
  • Use rules for inclusion before rules for exclusion in a rule set

Panels supporting promotions

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

Promotions are fully utilised in:

Promotions are partially utilised in:

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