Published on September 24, 2012 How to encourage cross selling and increase store spending
Many products are often sold together (e.g. ski boots and ski gloves, dresses and jewellery, software and training, golf clubs and golf tees). Cross selling is a marketing technique to take advantage of this fact, whereby a complementary product is displayed to a customer when they view another similar product (“You might also like…”, “People who purchased this product also bought…”).
It’s an effective way of encouraging complementary products to be sold together, which can improve the amount of items in a single cart and therefore the average purchase value of a cart. Customers get items that they didn’t realise they wanted, you don’t have to create a huge number of product bundles, and you can encourage sales throughput in your store.
It’s also a useful technique for moving higher margin items, by showing high margin products with low margin “loss leaders”.
Ozcart has a number of ways you can cross sell:
- You can set up your products to show cross sold products when they are viewed
- You can create banners on particular product categories or pages to show a cross selling offer
- You can create a cross selling/related products block and choose to show it on the shopping cart or checkout pages.
As an alternative to cross selling, you can also use Ozcart to upsell. That is, within particular products encourage people to buy more expensive options. In a computer store for example, you might get someone to upgrade their RAM from the base amount for that particular product.
Some ideas for encouraging cross selling and upselling behaviour in your store include:
- Use reviews. Professional industry reviews by industry magazines can help encourage customers to buy complementary products or higher margin products
- Experiment with different cross sell options and record which ones work so you can refine your offerings.
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