8. “Upselling is a sales technique whereby a seller
induces the customer to purchase more
expensive items, upgrades, or other add-ons in
an attempt to make a more profitable sale”
9. “Cross-selling is the action or practice of selling
an additional product or service to an existing
customer”
10. Spice up your cross- and upselling
Related or recommended products
Subscribe to receive discount on next purchase
Wish, birth and other lists
Temporary discount bundles
Customer cards
11. Spice up your cross- and upselling
Related or recommended products
Subscribe to receive discount on next purchase
Wish, birth and other lists
Temporary discount bundles
Customer cards
12.
13.
14.
15. Spice up your cross- and upselling
Related or recommended products
Subscribe to receive discount on next purchase
Wish, birth and other lists
Temporary discount bundles
Customer cards
16.
17. Spice up your cross- and upselling
Related or recommended products
Subscribe to receive discount on next purchase
Wish, birth and other lists
Temporary discount bundles
Customer cards
18.
19. Spice up your cross- and upselling
Related or recommended products
Subscribe to receive discount on next purchase
Wish, birth and other lists
Temporary discount bundles
Customer cards
20.
21. Spice up your cross- and upselling
Related or recommended products
Subscribe to receive discount on next purchase
Wish, birth and other lists
Temporary discount bundles
Customer cards
25. Bijenkorf App = sales-driven, customer-centric application
focused on information exchange and loyalty incentives
Objective 1: convert Bijenkorf from preferred into favorate
brand by initiating a membership program
Objective 2: familiarize customers with the periodic
promotions and campaigns
Objective 3: generate more sale revenue
26.
27.
28.
29.
30. App as crucial sales driver during promotion marathons
Bijenkorf memberships generate unique priveliges
– Receive personalized vouchers and discounts
– Collect points per euro you spend
– Exchange points for discount or free products
34. “Personalization is all about creating
memorable and optimal user experiences by
presenting a tailored mix of content and
interface layouts to different users based on a
mix of implicit and explicit preferences, their
device and the context.”
35. Main aspect: behavorial targeting based on visitor history
Vital for continuous business performance
Personalization drives cross- and upselling
36. “Companies who are personalising
web experiences are seeing an
average 19% uplift in sales.”
(source: monetate.com)
39. What’s on your personal menu?
Personalization integrated with web analytics
Independent personalization engines
Personalization of customer service
E-commerce Personalization Software as a Service
Personalization features as part of CMS
40. What’s on your personal menu?
Personalization integrated with web analytics
Independent personalization engines
Personalization of customer service
E-commerce Personalization Software as a Service
Personalization features as part of CMS
41.
42.
43. What’s on your personal menu?
Personalization integrated with web analytics
Independent personalization engines
Personalization of customer service
E-commerce Personalization Software as a Service
Personalization features as part of CMS
44.
45.
46.
47. What’s on your personal menu?
Personalization integrated with web analytics
Independent personalization engines
Personalization of customer service
E-commerce Personalization Software as a Service
Personalization features as part of CMS
52. What’s on your personal menu?
Personalization integrated with web analytics
Independent personalization engines
Personalization of customer service
E-commerce Personalization Software as a Service
Personalization features as part of CMS
53.
54. What’s on your personal menu?
Personalization integrated with web analytics
Independent personalization engines
Personalization of customer service
E-commerce Personalization Software as a Service
Personalization features as part of CMS
58. MySamsung = social, customer-centric community
platform focused on knowledge exchange and gamification
Objective 1: convert Samsung from preferred into favorate
brand by increasing customer’s engagement and
interaction
Objective 2: familiarize customers with the broad range of
innovative, less known Samsung products in other
categories
59.
60.
61.
62.
63. Customer care can direct you to MySamsung
Baseline: get more from your Samsung purchase
Personalized dashboard includes product suggestions
Cookies connect pre-sales to post-sales behavior
65. Quick but healthy takeaways
Stay relevant
Exercise restraint
Build credibility
Location is critical
Low vs high involvement
Try bundling discounts
Grease the wheels
Customer service sells
66. Quick but healthy takeaways
Stay relevant
Exercise restraint
Build credibility
Location is critical
Low vs high involvement
Try bundling discounts
Grease the wheels
Customer service sells
67. Quick but healthy takeaways
Stay relevant
Exercise restraint
Build credibility
Location is critical
Low vs high involvement
Try bundling discounts
Grease the wheels
Customer service sells
68. Quick but healthy takeaways
Stay relevant
Exercise restraint
Build credibility
Location is critical
Low vs high involvement
Try bundling discounts
Grease the wheels
Customer service sells
69. Quick but healthy takeaways
Stay relevant
Exercise restraint
Build credibility
Location is critical
Low vs high involvement
Try bundling discounts
Grease the wheels
Customer service sells
70. Quick but healthy takeaways
Stay relevant
Exercise restraint
Build credibility
Location is critical
Low vs high involvement
Try bundling discounts
Grease the wheels
Customer service sells
71. Quick but healthy takeaways
Stay relevant
Exercise restraint
Build credibility
Location is critical
Low vs high involvement
Try bundling discounts
Grease the wheels
Customer service sells
72. Quick but healthy takeaways
Stay relevant
Exercise restraint
Build credibility
Location is critical
Low vs high involvement
Try bundling discounts
Grease the wheels
Customer service sells
73. Quick but healthy takeaways
Stay relevant
Exercise restraint
Build credibility
Location is critical
Low vs high involvement
Try bundling discounts
Grease the wheels
Customer service sells
When we consider cross and upselling as offering an extra candy to an existing customer
We need to know
We need to create, facilitate or initiate the perfect circumstances for succes. So how can we do that?
How can we spice up your cross- and upselling?
Let’s start with some context and tips and continue with a case.
Which techniques areoften used to spice up your cross- and upselling?
Talking about posters you can cross-sell related products such as poster strips
Or you can upsell by promoting an upgrade of your poster with a frame
But always be cautious to cross-sell unrelated low involvement products (Apple cable and bicycle chrono)
Subscribe to informative newsletter and receive 5€ discount on your next purchase.Other shops such as Zalando send a discount coupon together with your order.
Fun offers the opportunity to create different types of wish lists for different occasions (birth, birthday, holidays...)
This is an example of discount bundles for a swimming pool + cleaner + heat pump + cover, etc.
At Colruyt you can receive extra discount with your customer loyalty card
The Extra-tool even allows you to calculate how much you’ve saved
Homepage of the app with large, segmented images (male / female) + call 2 actions + bottom navigation
News section of the app with events, often linked to promotions and vouchers.
Members section of the app with cards and privileges associated with memberships.
Of course there’s a direct link with the shop from withinthe app to facilitate buying behavior.
At The Reference we’re also working on personalization.How can we personalize the web experience to stimulate cross- and upselling?
Let’s start with some context and tools and continue with a case.
What are frequently used personalisation tactics?
Which data is used to personalize the online customer experience?
What types of tools do we distinguish to personalize web experiences?
IBM Coremetrics is widely used by retailers to personalize web experiences and increase cross and up-selling. It keeps focus on personalized product recommendations across web, mobile and email channels.
Adobe Target Solution is one of the best established personalization engines.It makes use of historical and affinity data to deliver content and product recommendations.
Barilliance is a one stop shop for ecommerce personalization with different modules: cart abondonment, product recommendations, email personalization and behavioral targeting...
If you use theBehavioral Targeting product you can target abandoners when they come back to the site and apply a special offer for them.
With visitor.js you can personalize pages on-the-fly based on a wide variety of collectible information. Plans start at $9.95/month, which is quite cheap.
According to Oracle customer loyalty is especially driven by friendly employees (73%).
So of course Oracle offers a live chat tool to personalize the customer care experience with friendly agents.
Even if you don’t offer a live online chat, you can always show the face of your customer care agent.
Even if something goes wrong on your website you can do so.
Richrelevance is an omnichannel personalization suite in a real-time infrastructure with recommendations, personalized sort, monetization options, etc.
Sitecore Engagement Analytics allows you to optimize the visitor experience and provide targeted content.
Magento Connect also offers a product recommendation and personalization extension.
We’ve talked about the tools, let’s dive into the case.
Importance of promotions and badges to integrate competitive element and increase usage of the platform.
Personal dashboard with badges, subjects, videos, news, etc.
MySamsung attempts to increase customer engagement by sharing activities and reviews with friends.
There’s also a Q&A based forum that helps to resolve all sorts of issues
Let’s check some quick but healthy takeaways to finish the presentation,
Never try to cross-sell unrelated items. It can damage your credibility. Keep your recommendations on target and as relevant as possible.
Exercise restraint and limit the number of recommendeditems.This will keep the customerfocused and will help to improve your conversion ratio.
Show reviews and recommendations from actual customers.This will help you build credibility.
Choose the location of related items wisely. Effective locations are the product pages and the view cart page before checking out.
Distinguish low and high involvement products.Present low involvement products on the view cart page and high involvement products on the product page to prevent doubt or indecision.
Offering a discount on bundled items will help you sell a whole set of related items.
Make sure your navigation goes as smoothly as possible. If people get lost, you’ll loose them also as customers.
And last but not least remember that a positive customer service encourages cross-and upselling.
Thank you...For not throwing any tomates at me.
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