Cross-sell и Up-sell — как поднять сумму заказа?

Для повышения продаж используется 2 подхода:

Cross-sell и Up-sell (перекрёстные продажи и поднятие суммы продажи). 

  
Up—sell или поднятие суммы продажи – это мотивация покупателя потратить больше денег в вашем магазине, например, купить более дорогую модель того же продукта, добавить опции или услуги к приобретаемому продукту.

  • Расширенные версии конкретного товара;
  • Предложение покупателю ознакомиться с более дорогим брендом;
  • Предложение дополнительных гарантий.

Представьте ситуацию: вы пришли в магазин за 27-дюймовым телевизором, а вам предлагают обратить внимание на модель с диагональю 32 дюйма или, к примеру, приобрести дополнительную гарантию. 

 

Муж и жена решили провести выходные за пределами города. При регистрации в отеле им, как постояльцам, был предложен завтрак на двоих за $30 вместо обычных $40.

Cross—sell или перекрёстные продажи – это продажа сопутствующих товаров из других категорий.

  • Продажа дополнительных аксессуаров;
  • Предложение аналогичного товара в случае отсутствия запрашиваемого;
  • Корректное предложение приобрести схожие товары

Пример:

  • “С этим товаром часто покупают:”
  • “Те, кто смотрели этот товар, затем купили:”
  • “Часто покупают вместе:”

 Вдобавок к телевизору вам рекомендуют приобрести игровую приставку или медиаплеер? Это типичный пример использования стратегии Cross-sell. 
Суть кросс-селлинга состоит в том, чтобы предложить покупателю товар, дополняющий его покупку. 

Если вы закажете цветы, вам предложат несколько товаров, которые действительно могут улучшить ваш подарок. Так, например, вы сможете дополнительно купить воздушные шары, коробку конфет или плюшевого медведя.

Downsale

Down sale – редко используемый способ в интернет магазине, суть которого сводится к тому, чтобы “ухватить” пользователя, который хочет уйти так ничего и не купив. 

Пример: покупатель приходит в салон BMW и понимает, что ему не потянуть машину, которая стоит в салоне. Находчивый продавец предлагает подождать ему полгода и купить машину в минимальной комплектации за существенно более низкую стоимость, которая уже устраивает покупателя.

3 стратегии на примере еврейского ресторана.

1. Первый способ получения прибыли – АпСейл (от англ. UpSale), или предложение более дорогого товара. 

Клиент заказывает семгу за 300 руб, а официант вежливо предлагает Королевскую семгу за 500 рублей, т. к. она больше. 

2. КроссСейл (от англ. CrossSale), или допродажи.

 Нужно предложить клиенту легкий салат за 155 рублей.

3. ДаунСейл (от англ. DownSale). 

У клиента только 200 рублей и он не может позволить себе ничего, кроме тунца. Напомним, мы условились, что прибыль со тунца только 50 рублей. Тогда можно предложить клиенту салат за 100 рублей. Себестоимость такого блюда может быть 60 рублей, и прибыль получится больше с дешевого блюда. 

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