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The Inside Story on Cross-Sell & Up-Sell : Why It Works
By Lauren Smith
2/2/2011 12:54:00 PM

I’m a classic nerd when it comes to new electronics. I always want the newest and the best, and browsing Apple’s online store is my idea of fun. Perusing the slick new MacBook Air the other night provided a great example of a classic sales technique: up-selling and cross-selling. When you start to configure your computer, you’re offered a multitude of options to personalize, including hardware, software, external drives, extra chargers, and a printer. What are you actually doing? Increasing the value of the transaction.

I recently set down with ShopVisible’s Product Manager, Morgan Skilling, to discuss how we help our clients realize the benefits of cross-selling and up-selling.

Q: What are the key benefits of cross-selling and up-selling?

A: The key benefit to the retailer is obviously more inventory converted to orders. The transaction amount is increased, providing larger sales. But it doesn’t stop there. Adding this service to your ecommerce site is very beneficial to the consumer. Take our client Paul’s TV, for example. While browsing LCD televisions, they provide a “Don’t Forget” section on the product page. This section shows the accessories you’ll need to go along with your new TV While you might realize you need a wall mount kit, you might not know it doesn’t come with essential cables to complete the installation. Showing the customer that these are items sold separately allows them to purchase all components at once, eliminating the headache of driving to an electronics store after the TV is delivered.

Q: Are there any risks to this sales technique?

A: The risks are very minor. The only negative is the potential to overwhelm the consumer with too many options. By keeping the suggestions relevant and visually simple, this can easily be avoided. If you implement cross-selling and up-selling correctly, many consumers will be loyal to your site because your provide education and added benefits - you’re demonstrating that you’re aware of their needs and want to create a great shopping experience for them.

Q: How does ShopVisible help our clients integrate this feature? Is it part of the platform?

A: It’s part of the standard ShopVisible’s ecommerce platform, and another reason our solution is so comprehensive.  In our Site Manager, clients can use the content management section to create the product groups. We allow them to have as many cross-sell and up-sell groups as they like, and we also allow them to choose where they wish to display these products. We provide lots of options to utilize this feature. They can display them on the product page or in the shopping cart after we wire those pages.

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