Cross-selling involves offering a customer additional products or services that complement, relate to, or logically follow from a product the customer has already purchased. Ecatalog.com is using knowledge of the customer's original book purchase to recommend additional books with similar themes and providing an incentive to purchase them. This is a direct cross-selling application.
CRM technology supports cross-selling by integrating transaction histories with customer profiles and product relationships. Analytical tools can identify products commonly purchased together, detect customer preferences, and generate personalized recommendations. Effective cross-selling can increase customer lifetime value, raise average order value, improve utilization of existing customer relationships, and generate incremental revenue without requiring the organization to acquire an entirely new customer.
Target marketing involves directing an offer toward a defined customer group, while segmentation classifies customers according to relevant characteristics. Clickstream analysis examines online navigation behavior. Although these techniques can contribute information to the promotion, they do not describe the specific act of selling related additional products following the initial purchase.
The corresponding source question identifies the recommended additional books as a cross-selling promotion.
Reference Topic: Business Value and ROI of Supply Chain Excellence — CRM, Cross-Selling, and Customer Lifetime Value.
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