Cross sell and up sell techniques in e-commerce

Cross Selling / Up Selling experience in e-commerce July 2007 – Daniel Tartaro (daniel.tartaro@gmail.com)

Index 1- Definitions 2 - About Cross Selling and Up Selling (CS / US) – Who, What, When/Where and How? 2.1 – Who 2.2 - What 2.3 – When/Where 2.4 - How 3 - Key Success Factors

Cross Selling Up Selling Cross-selling is the strategy of selling other products to a customer who has already purchased (or signaled their intention to purchase) a product from the vendor. Up-selling is a sales technique where a salesman attempts to have the consumer purchase more expensive items, upgrades, or other add-ons in an attempt to make a more profitable sale. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Term Definition* Examples *Source Wikipedia Back to Index Definitions

EXAMPLE – Amazon.com > Product Detail

EXAMPLE – Amazon.com > Product Detail Product details Cross Selling Up Selling (expensive models)

Cross Selling Back to Index Up Selling Who? ,[object Object],[object Object],When, Where? ,[object Object],[object Object],How? ,[object Object],[object Object],>> Based on Logics : “I’m buying new shoes, I’ll probably need a new belt!” >> Based on other customer’s behavior : “Customers who bought the Mariah Carey DVD, also bought Christina Aguilera DVD” What? ,[object Object],[object Object]

Back to Index The challenge of the one-to-one marketing Who? 010101010101010101010101 Users Website Data Intelligence Customization *Source: B2B Marketing trends, available at http://www.b2bmarketingtrends.com/abstract.asp?id=198&groupid=10 RESPECT SECURITY and PRIVACY policies!! WHO > What > When > How ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customization ,[object Object],[object Object],[object Object],Why??* one-to-one relationship

EXAMPLE – Amazon.com > Home Page Back to Index WHO > What > When > How

EXAMPLE – Amazon.com > Home Page Customized home page based on buying and behavioral history Back to Index WHO > What > When > How

EXAMPLE – Amazon.com > email mkt WHO > What > When > How

EXAMPLE – Amazon.com > email mkt Customized email marketing based on buying history WHO > What > When > How

Finding the best offers to increase share of wallet What? Back to Index Type of products groupings / services*: *Source: ClickZ – Avalable at: http://www.clickz.com/showPage.html?page=3610171 Who > WHAT > When > How Competing ,[object Object],[object Object],Complementary ,[object Object],[object Object],Family ,[object Object],[object Object],Accessory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Observations

EXAMPLE – JCPenney > Product Detail Who > WHAT > When > How

EXAMPLE – JCPenney > Product Detail Family product offering, enhancing the shopping experience. Who > WHAT > When > How

Suggestions for a better CS/US approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When/Where? Back to Index Put the right product, in the right place in the right moment. Maximize “share of wallet”, combining different products and different profit margins. It’s imperative to have an integrated and smooth shopping experience!! Who > What > WHEN > How 1 st Determine the Categories 2 nd Determine the Most valuable Categories 3 rd Test all the variables

Back to Index EXAMPLE – L L Bean > Product Detail Who > What > WHEN > How

Related products based on a narrow price range (3 options) EXAMPLE – L L Bean > Product Detail Back to Index Up Sell Who > What > WHEN > How

What specialists say about user behavior and approach models?* How? *Source: NNG – Selling Strategies (2000) | FORRESTER - Flash Shopping Cart Boosts Conversion Rates (2005) – AVAILABLE AT //MOTHERUGEesearch Reports** Based on a specific case – tjmaxx.com Back to Index Who > What > When > HOW Fo rre ster ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Make the CS experience as smooth as possible. Less steps, more conversion! NNg ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key points

Back to Index EXAMPLE – Staples.com > Product Detail Who > What > When > HOW

Up Sell Back to Index EXAMPLE – L L Bean > Product Detail Who > What > When > HOW

Back to Index EXAMPLE – L L Bean > Product Detail Who > What > When > HOW

Good integration between the product and the cross selling offers. Back to Index EXAMPLE – L L Bean > Product Detail Who > What > When > HOW

Key Success Factors for a high conversion rate for Cross Selling experience Create a integrated, smart, easy to use and worthwhile shopping experience Key Factors Details Back to Index Integration Smoothly integrate others products and services on the buying flow, in order to create a consistent shopping experience Intelligence Identify the best offer in the situation (e.g. hotels in the destination city) Exclusive offers Offer good deals to the customers, it will enhance the shopping experience and will create loyalty among the most valuable customers

Cross sell and up sell techniques in e-commerce

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