Cross selling is not magic - online store and product sets

Since the inception of commerce, salespeople have been using the principles of cross selling and recommending products that may interest the customer. How do we sense the needs of a buyer with whom we have no direct contact? Are magical abilities needed for this? Not necessarily - all you need is technology.

35 percent of sales on Amazon come from cross selling. Social proof prompts customers to look favorably on the choices of others. The right place to present a product will increase its value in the eyes of the customer, and a well-planned shopping path will lead to suggestions for additional purchases at the right moment. A properly designed store thus leads from need to a shopping cart full of valuable items.

"Other users also bought..."

When shopping online, it is common to see products signed "Other users also bought...". This is a social proof-based solution to motivate customers to increase the value of their order. However, it is not always possible to add such functionality in the store, for example, because of the cost of implementation. The solution for smaller-scale operators then is to rely on.... intuition and a simple but effective supplement to the store with product sets created manually," says Jacek Zientkiewicz, Brand Manager of the platform Shoper.

Frame, door, shower tray and.... what else?

A set of products is nothing more than a proposal prepared by the seller of goods that may be of interest to the customer, for example, for shoes you need paste and a supply of laces. For a toy - a faucet. For a sink - a siphon. Visible side by side complementary goods will also allow to increase the value of the shopping cart.

Another way to take advantage of the kits' features is also to offer the customer products that have the features of the goods on view, but expanded with more elements. A simple cabin, or perhaps a 15 percent more expensive cabin with a simple whirlpool? To some extent, we can predict the customer's behavior, but it's also a good idea to give the customer a choice and see how a more expensive offer will work for him.

Cross selling and upselling are not the only possibilities - the combination presented can also result from the specifics of the product, which consists of several parts, but packaged and available separately. Putting them together will make the customer realize that his product will not work without all the parts. So he must order all of them to be able to assemble it.

The presentation of goods in kit form allows you to better promote and show them to the customer. With this functionality, you can easily present compatible or necessary products for installation. Also, the practices of manufacturers of bathroom equipment, who increasingly separate products into smaller packages of semi-finished products, require us to sell the customer all the components so that the final customer receives a product ready for installation. Simply combining products into kits avoids misunderstandings when a customer buys only the shower tray of a shower enclosure thinking it's the whole thing, or mis-matching components. We can suggest everything properly by combining products into sets. This, of course, requires more work to enter the elements into the system, but ultimately both the customer and the store benefit," says Marcin Gosk, owner of the Hansloren.pl store.

How does it work?

The store administrator on the Shoper platform himself can determine the type of products and the number of products sold within the set. Automatically after a sale is made, the inventory is updated. If the available merchandise runs out during the promotion, also the sets in which it is included will no longer be visible. In the administration panel, sets are already visible when filtering products. More information is available on the help page.