Definition : Crossell
Cross-selling, also known as cross-selling, is a sales strategy aimed at offering customers products or services that are related or complementary to the purchase they are about to make. Cross-selling not only improves customer satisfaction, it also increases revenue for the company.
1. Origin and etymology of the term Crossell
The word "crossell" is derived from two English words: cross, meaning to cross over, and sell, meaning to sell. Cross-selling can therefore be translated as "cross-selling", referring to the practice of encouraging customers to buy additional products or services when they make a main purchase.
2. Cross-selling objectives
The main aim of crossell is toincrease a customer's average basket by offering items that complement their initial purchase. This improves the company's sales performance by maximizing revenue. In addition, cross-selling also helps to boost customer satisfaction and loyalty by offering them a more complete and personalized shopping experience.
3. Types of cross-selling
Direct cross-selling
Cross-selling can be carried out immediately during the purchasing process, by offering customers products or services that complement their main item. For example, the simultaneous purchase of a TV and a TV stand.
Delayed cross-selling
This type of cross-selling takes place after the initial purchase, and involves a subsequent proposal to the customer to acquire a complementary product or service. For example: a suggestion to host a professional training course on software purchased a few weeks ago.
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4. Crossell's main advantage: increasing the value of the average basket
By encouraging customers to add additional items to their main purchase, cross-selling significantly increases the total value of each transaction. This translates into improved profitability and overall revenues for the company.
5. Customer involvement: satisfaction and loyalty
Cross-selling also helps create a closer relationship between buyer and company. By proposing tailored, personalized offers, customers feel that their needs are taken into account, and that they are valued when they benefit from a complete service. As a result, consumer satisfaction rises, and is likely to guarantee loyalty to the company that implements the cross-selling strategy.
6. Cross-selling and up-selling: what are the differences?
Although the two concepts are often confused, cross-selling should not be interpreted as a synonym for up-selling. In fact, the aim ofup-selling is to promote products or services of a higher range than those initially considered by the customer. For example, encouraging a buyer hesitating between two camera models to opt for the more sophisticated - and therefore more expensive - model by highlighting its additional features.
7. Example of a successful crossell: Amazon
Amazon is undoubtedly one of the most famous examples of successful cross-selling strategies. The e-commerce giant constantly offers relevant recommendations to customers, based on their purchase history and interests. What's more, thanks to its Prime program, Amazon strengthens consumer loyalty by offering an optimized, fast shopping experience.
8. Techniques for setting up crossell
- Identify complementary products: Before implementing a cross-selling strategy, it's essential to identify items that can be combined to create advantageous offers for the customer.
- Segment your clientele: Analyzing your customers' buying habits enables you to propose personalized cross-selling offers adapted to each profile.
- Implement relationship marketing: Regular communication with customers helps to better understand their needs and identify cross-selling opportunities - for example, email campaigns with personalized suggestions.
9. The risks of poorly controlled crosselling
While cross-selling is generally beneficial for both the company and the customer, it does present certain risks when poorly managed. Constant, intrusive solicitation can be detrimental to customer satisfaction, making them feel oppressed and the salesperson too insistent. It's therefore important to strike the right balance between stimulating sales by offering complementary products, and respecting the expectations and limits imposed by the customer.
10. Crossell in the digital age
With the advent of new technologies and online platforms, the definition of crossell has undergone a notable evolution. Indeed, the use of artificial intelligence and big data now makes it possible to better understand consumer habits and propose more relevant and targeted cross-selling offers. This approach is therefore at the heart of today's digital strategies aimed at improving conversion and building customer loyalty.
