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Pattern Group F. Basic E-Commerce > Cross-Sell and Up-Sell

Cross-Sell and Up-Sell

Help your customers and your business by promoting products related to ones the customer already wants to purchase (see Figure F3.4). For example, printers also need paper and toner. Promoting related products in this way is cross-selling. Up-selling highlights products that have more features and benefits than the one the customer wants to purchase. Products highlighted through up-selling cost more too. For example, if customers select cell phones, a site could recommend phones with more features in the next price level. Highlight these cross-selling and up-selling opportunities at points in the purchase process, including in the shopping cart.

Figure F3.4. Buy.com cross-sells additional products on the shopping cart page. Because these products are well known, customers generally do not need to research them and may simply click the check box to add them to their orders. This strategy is similar to what supermarkets do when they put magazines and candy next to the checkout stand.

(www.us.buy.com, February 13, 2002)



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