The term “Cross-Selling” is used to define a sales strategy of offering complementary products or services to the customer, who has already purchased a product/service.
A strategy effectively put into practice by the most experienced salespeople in physical stores, Cross-Selling is nowadays very popular in the eCommerce field, especially in conjunction with Up-Selling strategies.
It has, in fact, an undoubted advantage related to the possibility of boosting sales in the short term by proposing to the customer the purchase of more products in line with the one already chosen, thus offering a complementary added value related to the interest and preference shown.
In addition to playing an important role in increasing sales, a Cross-Selling strategy is important in enhancing the customer experience.
It seems evident how in such a context effective Cross-Selling strategies can be deployed thanks to the contribution of marketing automation and performant technological solutions such as CDPs that allow careful profiling and segmentation activities of their audience.
As anticipated Cross-Selling strategies are also widely used in eCommerce, in a variety of sectors, from fashion, to the consumer goods sector, just to name a few examples.
In the context of eCommerce in the fashion sector, an example of a Cross-Selling strategy is represented by the case where, following the addition of a product to the shopping cart, let’s imagine a t-shirt, related items are proposed to complete the look such as shoes, pants or accessories.
Recall how recommended products can either belong to the same category or to different product categories.
Often the proposal of related items is also accompanied by special offers and discounts that are not shown when, on the other hand, the proposed items are purchased individually, a kind of additional incentive to increase the value of your cart.
The proposal of related products usually occurs consequently to the choice and purchase of a product: it can be done directly on the site (cart page, pop-up on exit) or later with follow up activities via email.
