Cross-merchandising is a marketing strategy that involves placing complementary products next to primary products to encourage additional purchases. This technique is based on the logical connection between products and can significantly increase the average purchase amount.
Examples of cross-merchandising:
- Paired Product Display: The main product is complemented by an impulse purchase item. For example, next to coffee machines, coffee cups or coffee varieties may be displayed.
- Thematic Zones: Creating themed zones with decorations and products from different departments. An example could be a "Picnic Essentials" zone with disposable tableware, picnic blankets, and grill accessories placed nearby.
- Thematic Shelves: Shelves are filled with cross-demand products. For example, a "Kitchen Cleaning Essentials" shelf may include cleaning products, sponges, gloves, and cloths.
- Seasonal Offers: During vacation periods, pharmacies may organize stands with sunscreens, along with after-sun products and hydrating creams.
- Additional Accessories: In electronics stores, next to laptops, there are often laptop bags, mice, keyboards, and other accessories that the customer might need.
The effectiveness of cross-merchandising depends on a well-thought-out analysis of customer behavior and their needs. Properly selected and positioned products not only increase sales but also improve the customer experience, making shopping more convenient and enjoyable. This strategy allows stores to maximize profits without increasing advertising and promotion costs.
