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Exposure Strategies

Exposure strategies is a concept that enables merchandisers to have Apptus eSales Fashion optimise its algorithms for product exposure towards different business goals.

There are three different exposure strategies available and can be set per market in the Business app.

  • Expose higher priced products (Revenue focus)
  • Expose high margin products (Profit focus)
  • Expose products that sell more (Conversion focus)

Product ranking

Each product in a given context has a momentary popularity value, a strategy score, based on the selected exposure strategy. Each individual product score is continuously re-evaluated based on sales data, and will affect the listing position of the product in every context.

A/B testing

Before selecting an exposure strategy it is recommended to perform a built in A/B test between the strategies. An A/B test will establish the effect of switching exposure strategy on a site.

Metrics for conversions, revenue, and profit can be monitored throughout the test period. Predictions of the impact of a strategy switch are made and visualised. The longer a test is ongoing and the more sessions that are affected, the more exact the predictions will be. The results and predictions will provide a merchandiser with information on how the different strategies affect goal metrics and inform of potential trade-offs.

This form of testing of competing strategies is built into eSales and allows for merchandisers to make an informed decision based on actual performance.

Prediction Description
Range of impact The range of impact is a value that represents the predicted change per metric in percent for the components affected by exposure strategies when switching from strategy A to B. The expected impact is given as a 95% confidence interval with an upper and lower bound.
Total impact The total impact is a value that represents the predicted change per metric in percent for all components when switching from strategy A to B.

Screenshot of Apptus eSales Business app with Exposure Strategy A/B testing

Use cases

The key use cases for exposure strategies includes payday optimisation and discount period optimisation. Read more about use cases and best sales practices on the Exposure strategies page on Apptus.com.

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