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Demotions

Demotions is a method to temporarily decrease the strategy score of products 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. Demoted products will suppress positions 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, and is active in one or more markets. The maximum length of a demotion name is 50 characters. During the demotion, the strategy score of each demoted product is adjusted to be lower than all products which are not demoted. Statistics are collected during the demotion and can be measured.

Demoting promoted products

If a product is part of both a demotion and a promotion at the same time, the strategy score from the demotion is used for the product.

It is not recommend to have too many active demotions or promotions at the same time. Too many demotions or promotions will likely result in unintended outcomes and require a lot of manual labour.

Maximum number of demotions and promotions

There is a limit of a total of 100 simultaneously active demotions and promotions in a market. If the limit is reached, other currently active demotions or promotions can be either rescheduled or removed to allow for the creation of a new demotion.

Screenshot of Apptus eSales Business app Demotions tab Add demotion

Markets

A demotion can be active in one or more markets at the same time. The selected products of the demotion are based on the products present in the current market in the apps.

Statistics

During a demotion period, aggregated statistics for all demoted products 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. It is not always recommended to measure demotions.

Selecting products

Products used in a demotion can be either hand picked or included (or excluded) by rules. For more information, see Product Selection.

Screenshot of Apptus eSales Business app Demotions tab rule based products

Use cases

Key use cases includes demotion of a specific suppliers products, demotion of a product type (like spare parts), and demotion of seasonal wear.

Primary lists and recommendation lists

Primary lists and recommendation lists can utilise demotions. Primary lists fully utilise demotions when using the RELEVANCE sort order. Recommendation lists fully utilise demotions when using the TOP_PRODUCTS algorithm, and partially utilise demotions, i.e. on product backfill, for the other recommendation algorithms.

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
  • Use rules for inclusion before rules for exclusion in a rule set

Last update: August 10, 2021
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