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THE ART AND SCIENCE OF
CROSS
SELLINGA GUIDE FOR E-COMMERCE
CG
PERZONALIZATION
WHAT EVEN IS
CROSS-SELLING?
"Cross-selling is the practice of selling or
suggesting related or complementary
products to a prospect or customer. "
investopedia.com
CG
PERZONALIZATION
35%Amazon attributes up to 35% of its revenue to
cross-selling – both the “Frequently Bought
Together” and “Customers Who Bought This Item
Also Bought” sections promote products related to
the item that you are currently viewing on the site.
SOURCE: WWW.FORBES.COM
CG
PERZONALIZATION
1MORE
COMPLICATED
THAN IT SEEMS
For online store owners or the E-Commerce
executives, cross selling is both an art and a
science.
CG
PERZONALIZATION
2PHYSICAL
RETAIL
In the physical retail environment, most of the
cross selling happens with the help of the
sales rep.
CG
PERZONALIZATION
3ONLINE RETAIL
Online store environment lacks the important
sales rep figure. This in turn makes the
eCommerce person turn to marketing technology
and his/her own senses in order to come up with
successful cross selling techniques.
CG
PERZONALIZATION
4NOT ALL
PRODUCT ARE
IMPULSE
ITEMS
Candy is an impulse buying product and you
could always have room for the second or even
the third candy. But when the product is a
medium to high priced item, it gets hard to
cross sell to a shopper who has already spent a
few bucks on a recently purchased item.
CG
PERZONALIZATION
ASPECTS OF A
SUCCESSFUL
CROSS SELLING
OFFERKnowing what the shopper is about to
purchase
Understanding his/her needs
Having a sense of shopper’s price
elasticity level
Knowing about complementary items (i.e.
A goes well with B, C is a cross selling
item for D)
CG
PERZONALIZATION
5DIFFICULTY OF
PROCESSING
ONLINE DATA
During online shopping, there is no sales rep who
could profile the shopper instantaneously. That is
why processing shopper data in real time becomes
hard.
CG
PERZONALIZATION
6REAL TIME
DATA
ANALYSIS
Real time data analysis coupled with human
intelligence could as well translate into cross
sales.
CG
PERZONALIZATION
"REAL TIME DATA
ANALYSIS COUPLED
WITH HUMAN
INTELLIGENCE CAN
BRING CROSS SALES."
CG
PERZONALIZATION
7AUTOMATIC
CROSS-
SELLING
DECISIONS
When a visitor views a certain product page, the
process starts. That particular product certainly
has a cross selling item and it’s for the ‘engine’
to decide which products out of this cross selling
portfolio go well with the viewed item.
CG
PERZONALIZATION
8LET THE
ALGORITHM
DO ITS MAGIC
The engine uses clickstream data and transactional
information to make this predictive
decision. Certain information such as price, brand
choice, previous transactions finds its way in the
‘predictive personalization algorithm’.
CG
PERZONALIZATION
9HAPPY ONLINE
SHOPPERS
HAPPY STORE
OWNERS
If the ‘human knowledge’ also supports the
algorithm as to which categories are
complementary, then the cross selling offer can
be improved. By this way, the art and science is
combined to develop a successful cross selling
offer on E-Commerce sites.
CG
PERZONALIZATION
CG
PERZONALIZATION
THANK
YOU
perzonalization.com/resources
LOOKING FOR INTERESTING
CONTENT ON
PERSONALIZATION?
@perzonalization

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The Art And Science Of Cross Selling [A Guide For E-Commerce]

  • 1. THE ART AND SCIENCE OF CROSS SELLINGA GUIDE FOR E-COMMERCE CG PERZONALIZATION
  • 2. WHAT EVEN IS CROSS-SELLING? "Cross-selling is the practice of selling or suggesting related or complementary products to a prospect or customer. " investopedia.com CG PERZONALIZATION
  • 3. 35%Amazon attributes up to 35% of its revenue to cross-selling – both the “Frequently Bought Together” and “Customers Who Bought This Item Also Bought” sections promote products related to the item that you are currently viewing on the site. SOURCE: WWW.FORBES.COM CG PERZONALIZATION
  • 4. 1MORE COMPLICATED THAN IT SEEMS For online store owners or the E-Commerce executives, cross selling is both an art and a science. CG PERZONALIZATION
  • 5. 2PHYSICAL RETAIL In the physical retail environment, most of the cross selling happens with the help of the sales rep. CG PERZONALIZATION
  • 6. 3ONLINE RETAIL Online store environment lacks the important sales rep figure. This in turn makes the eCommerce person turn to marketing technology and his/her own senses in order to come up with successful cross selling techniques. CG PERZONALIZATION
  • 7. 4NOT ALL PRODUCT ARE IMPULSE ITEMS Candy is an impulse buying product and you could always have room for the second or even the third candy. But when the product is a medium to high priced item, it gets hard to cross sell to a shopper who has already spent a few bucks on a recently purchased item. CG PERZONALIZATION
  • 8. ASPECTS OF A SUCCESSFUL CROSS SELLING OFFERKnowing what the shopper is about to purchase Understanding his/her needs Having a sense of shopper’s price elasticity level Knowing about complementary items (i.e. A goes well with B, C is a cross selling item for D) CG PERZONALIZATION
  • 9. 5DIFFICULTY OF PROCESSING ONLINE DATA During online shopping, there is no sales rep who could profile the shopper instantaneously. That is why processing shopper data in real time becomes hard. CG PERZONALIZATION
  • 10. 6REAL TIME DATA ANALYSIS Real time data analysis coupled with human intelligence could as well translate into cross sales. CG PERZONALIZATION
  • 11. "REAL TIME DATA ANALYSIS COUPLED WITH HUMAN INTELLIGENCE CAN BRING CROSS SALES." CG PERZONALIZATION
  • 12. 7AUTOMATIC CROSS- SELLING DECISIONS When a visitor views a certain product page, the process starts. That particular product certainly has a cross selling item and it’s for the ‘engine’ to decide which products out of this cross selling portfolio go well with the viewed item. CG PERZONALIZATION
  • 13. 8LET THE ALGORITHM DO ITS MAGIC The engine uses clickstream data and transactional information to make this predictive decision. Certain information such as price, brand choice, previous transactions finds its way in the ‘predictive personalization algorithm’. CG PERZONALIZATION
  • 14. 9HAPPY ONLINE SHOPPERS HAPPY STORE OWNERS If the ‘human knowledge’ also supports the algorithm as to which categories are complementary, then the cross selling offer can be improved. By this way, the art and science is combined to develop a successful cross selling offer on E-Commerce sites. CG PERZONALIZATION