Cross-selling is a way to increase the average check by selling products that accompany the main purchase. You can see how cross-selling works at gas stations. A customer comes to the cash register to refuel their car, and the cashier offers additional services such as buying a hot dog, coffee, window washer fluid, etc. If the customer agrees, the business gets additional revenue because the gas station sold not only fuel.
Cross-selling is actively used not only in offline retail but also in e-commerce. To do this, online stores offer customers discounted sets of goods. For example, buy a plasma TV and get a wall mount for a discount. Website owners also place blocks of products on pages like "You might also like" based on the products the user has already viewed. The customer sees something they are interested in and adds the item to their cart in addition to what is already there.
To implement cross-selling in your store, you need to:
- have a wide range of products to be able to combine goods and make diverse offers to customers;
- employees must be knowledgeable about the assortment to accurately offer products that the customer really needs;
- offer or recommend products, but not try to force the customer to buy them and accept the refusal normally;
- offer products that are lower in cost than the main purchase;
- offer only relevant products that can be combined with the main purchase.