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Cross-selling is a popular sales and
merchandising technique used to engage customers
by bringing to their attention additional
products or services which are related or
complementary to the ones they initially
intended to purchase. Generally these
recommended products are ideally placed to
appeal to the shoppers’ impulses. The ultimate
goal of any cross-selling campaign is to
increase average order sizes as well as
overall sales revenues while improving
the shoppers’ experience and building
customer loyalty.
You can see an example of cross-selling online
at
Woodcraft.com and read our detailed
client case study
There are several online merchandising
techniques that can be applied to improve the
effectiveness of a cross-selling campaign:
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1. |
Choose correctly complementary and related
products: 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.
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2. |
Select products that are familiar or easily
recognizable and require little explanation.
Ideally, products recommended for cross-selling
should already have a higher conversation rate
on their own.
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3. |
Present cross-sell product recommendations on
both the main product pages as well as on
shopping cart pages to increase your chances of
capturing additional purchases. |
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4. |
Attempt to find a proper balance between
cross-selling products and the main product
initially sought by customers. Consider the
number of products to list on a page, as well as
the size of their images and length of
associated text. You want to avoid overwhelming
the customer and drawing attention away from the
initial product purchase. |
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5. |
Provide your customers with excellent service in
order to create loyalty, build repeat sales, and
increase chances of cross-sales success. |
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6. |
Adopt mechanisms for testing, analysis, and
maintenance of cross-selling campaigns as an
ongoing part of your online merchandising
process. |
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To learn how Celebros can improve your bottom line and
contact us today. |
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In an online retail operation of any
considerable size, the amount of work and the data
involved in manually implementing cross-selling is
daunting. First there’s the matter of evaluating your
entire product catalogue hierarchy and assigning
products for recommendation throughout. Consider this;
imagine a store with an inventory of only 20 products.
If it was decided to cross-sell just 3 items next to
each product, there would be over 5000 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' behavior
profiles, demographic/psychographic models, sales
channels preferences, profit potentials, and more.
Finally, you need a way to track and maintain all the
accumulated data related to the activities of both the
shoppers and products on your site, including browsing
and purchase history, search and navigation patterns,
visit frequency, UI and product response, conversion
rates, promotional strategies, and more. More than just
collecting this data, you need the technical resources
and personnel to analyze it and take proper actions
based on that analysis.
The challenges associated with implementing a successful cross-sell
campaign are considerable, to say the least, and can
best be met by the selection and implementation of a
powerful,
automated cross-sell solution that can be fully
customized to your online store and product catalogue.
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Celebros has developed a Cross-Sell product as
an effective way of maximizing ROI for your
online store. A powerful product recommendation
engine, Celebros Cross-Sell represents the next
step in the evolution of dynamic, intelligent
search & navigation technology designed to
enrich the experience of online shoppers while
increasing sales revenues for Internet
retailers.
Cross-Sell monitors shoppers' product searches
and selections - from initial search results to
checkout pages - in order to recommend related
and complementary products that are likely to be
of interest to the shopper, significantly
increasing the chance of
additional sales and an increased average
order size. Product recommendations are
based upon a combination of detailed metrics
(clicks, purchases, shopping cart information,
etc.) across your product catalogue. In the
event that insufficient information is available
on a specific item, Celebros’ machine learning
mechanism suggests alternative solutions based
upon weighted, up-to-the-minute sales data.
Rather than selecting items for recommendation
manually, Cross-Sell employs smart algorithms to
analyze data from real-time customer search and
shopping habits to dynamically formulate product
specific recommendations across a shop's entire
product catalogue. This automated merchandising
product is powered by
Qwiser™ Analytics data combined with a
linguistic product catalogue hierarchy developed
exclusively by Celebros. Cross-Sell can be
seamlessly integrated with your existing site
and eCommerce infrastructure.
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For more information contact
sales@celebros.com
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