What is cross-selling?

The cross-selling is a marketing technique closely related to up-selling, which we have already discussed, where the customer who has already purchased a product is encouraged to buy additional complementary products.

Characteristics and examples of cross-selling

The main objective of cross-selling is to increase customer loyalty as much as possible and, consequently, earn more on the volume of sales.

Cross-selling is also often referred to as cross-sell because in the short term it aims to stimulate the sale of as many products as possible from the portfolio.

The real benefits of cross-selling

Therefore, cross-selling has an economic impact in the short term but is also beneficial in the long term as gaining a customer's loyalty leads to greater brand loyalty.

Having already explained the differences between up-selling and cross-selling, it is evident that the fundamental difference lies in the fact that while up-selling aims at a marginal increase of a single product, cross-selling, on the other hand, tends to develop techniques that lead to a purchase that is quantitatively greater than expected.

Examples of cross selling

There are many cross-selling techniques, but the most useful and commonly used include:

• Related products in e-commerce: pairing complementary products (the classic example being razors and replacement blades). That is, products of the same merchandise category that complete the customer's purchase.
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• Strategic discounts: both in-store and on e-commerce platforms, offering a discount for a minimum quantity of units is a clear example of cross-selling technique.

Real-life examples of cross-selling could include the purchasing dynamics of medications in pharmacies. Often one medication suggests another: antibiotics-probiotics, in case of side effects. Another practical example of cross selling is airlines creating collaborations with taxi services and Uber in the area where the customer has just made a booking to "complete the package" and earn from the commission on the external second sale.

Another example, still related to e-commerce, is similar to the previously described related products but a bit more elaborate. Many portals not only show related products during the purchase evaluation phase but also suggest them again based on past purchases, right at the moment of checkout to encourage the user to buy a second product at the time of greatest attention (the conclusion of the economic transaction).

Please note that I have translated "unità" as "units" assuming it was intended to be "unità" which translates to "units" in English. Il testo che hai fornito è un tag HTML di chiusura per il paragrafo e non contiene testo da tradurre. In inglese rimarrebbe invariato come: