By bringing additional, often complementary products or services to the attention of an online shopper, you can boost average order values and increase customer engagement and satisfaction. It’s a tried-and-true tactic: Who hasn’t added a computer printer to their online shopping cart only to be prodded to purchase cartridges as well? Or who hasn’t seen on Amazon the ubiquitous “Customers who bought this item also bought…”?
Ecommerce solutions provider Celebros offers six tips to help improve the effectiveness of your cross-selling campaign:
These products should fit in well with initial purchase selections and address the needs and desires of your shoppers. Consider best-sellers as well as new releases, and be sure to take an effective and balanced pricing strategy into account.
For all the benefits of on-site cross-selling, the amount of work and the data involved in manually implementing cross-selling are daunting. First there’s the matter of evaluating your entire product catalogue hierarchy and assigning products for recommendation throughout. Imagine a store with an inventory of only 20 products. If it decided to cross-sell just three items next to each product, there would be more than 5,000 cross-sell combinations to choose from!
Beyond the products, you have to be able to most effectively target your customers. Cross-sell suitability must take into account shoppers’ behaviour profiles, demographic/psychographic models, sales channels preferences, profit potentials and more.
Finally, you need to track and maintain all the accumulated data related to the activities of both the shoppers and the products on your site, including browsing and purchase history, search and navigation patterns, visit frequency, conversion rates and promotional strategies. More than just collecting these data, you need the technical resources and personnel to analyse them and take proper actions based on that analysis. That’s why investing in an automated cross-sell solution may be a more profitable option in the long (or even middle) term than trying to implement a programme manually.
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