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