Advertising and Marketing

Cross-selling in the world's number one E-Commerce

Cross-selling and its application in the Amazon environment

What does cross-selling mean? 

Cross-selling, or cross selling, consists of offering an additional product (or service) to a customer to increase the final value of his order. We could define it as a way to increase customer loyalty and loyalty.

Unlike up-selling, cross-selling allows the retailer to sell more items with a consequent increase in the average ticket. 

So, what is the difference between cross selling and up selling?

Cross-selling can be defined as a strategy where customers are encouraged to purchase complementary products to their purchases, increasing the overall value of the cart. 

Remember when you go to McDonald's and the manager asks you if you want to turn your burger into a full menu? This is a cross selling strategy!

Upselling, on the other hand, sets the ultimate goal of increasing the value of the cart, not by introducing new items, but by increasing the size or quantity of the initial purchase decision.

Any company that wants to grow will have to use, sooner or later, cross selling and up selling techniques.

These are some of the main reasons for adopting these practices:

- Increased profits
- Increased customer loyalty to your brand
- Increased Return on Investment
- Providing customer convenience

Amazon attributes nearly 35% of its sales to cross-selling through product page sections such as "buy it with", "shoppers who bought this also bought this" and "usually bought together". This approach encourages the buyer to purchase your product along with other complementary products.

Within the Amazon environment, we have several possibilities and actions that we can implement when designing a strategy that takes into account cross selling and up selling actions:

  • Amazon Product Targeting: we select those products that we want to be visible on other product pages. Although this has a cost, it is a good way to give visibility to certain products that can complement others in the range. For example, displaying a coffee grinder on the same page as a coffee press. This strategy can be implemented both through Sponsored Products campaigns (selecting those ASINs that we want to target) and Sponsored Display campaigns (appearing with a banner inside the selected product pages). 
  • Amazon Sponsored Brands: this sponsored ad option allows us to display three products from the range. In this case, the idea is to offer different products that complement each other. For example: a skateboard, some wheels and a sandpaper for the board. 

In conclusion, the Amazon environment offers different strategies that can be used to improve conversion and customer loyalty, both current and future. 

If you want to find out more about this topic or the world of Amazon, do not hesitate to contact us through our website https://www.dendary.com/.

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