Cross-merchandising is a point of purchase marketing strategy that involves merchandising one or more products together that complement each other yet come from different product categories of areas within the store.
Typically, these products come from the same brand or corporate group and the aim is to boost product awareness, encourage trial or impulse purchases, and ultimately – increase sales. This promotional strategy is also known as cross-selling, add-on sales or secondary product placement.
Here are three tips to guide your cross-merchandising strategy:
- Create a story
Products that are paired or grouped together thoughtfully and supported by a compelling story are more likely to attract attention and boost revenue. For example, you could pair popcorn and hot chocolate, milk and cookies, or croissants and coffee – and then you could create a charming story around each pairing. Popcorn and hot chocolate could relate to a movie night in, milk and cookies to a midnight feast, and croissants and coffee to breakfast in bed for someone special. The possibilities are only limited by your (and your marketing team’s) imagination.
The idea is to create a scenario in which shoppers can imagine themselves enjoying the products, which makes them a lot more likely to put more items in their baskets than they originally intended. A great time to run these types of cross-merchandising campaigns is around special occasions like Mother’s Day, Father’s Day, Valentine’s Day and during the holiday season.
- Create a special offer
When you pair products and offer a discount to customers who purchase both items together, you’re incentivising shoppers to buy more than they intended to, but you’re also rewarding them by offering them better value for their money.
In this economy, few shoppers will be unhappy with a brand that is offering them a ‘Buy 3 for the price of 2’ special. In this case, it may make sense to cross-promote within the same product category, with the aim of selling more items rather than a greater variety of items.
- Create a convenient solution
Another way to approach cross-selling is to appeal to shoppers who appreciate convenience. For example, you could package pasta and pesto sauce together, shampoo and conditioner, or even different stationery items that would work together in a school pencil case.
To make it truly convenient for shoppers and enhance sales, you need to cross-merchandise products that suit each other and appeal to the same target market (or perhaps to a shopper who buys for everyone in the family). Essentially, you’re offering a complete solution to a problem like “what’s for dinner?” and placing all the items needed in one place. This saves shoppers’ time and creates a positive experience for them.
The perfect display solutions for cross-merchandising
When you’re ready to kick off your cross-selling campaign, the Do-It® range from Pyrotec PackMedia provides you with the display and merchandising solutions you need to secure products together, hang one product above another on-shelf or even display items in unconventional spaces within the store where they will be in shoppers’ line of sight.
The Pyrotec PackMedia Do-It® range includes:
- Plastic, self-adhesive hang tabs
- Merchandising display strips
- Printed hang tabs
- Shelf wobblers
- Carry handles
- Promotional bottle neck tabs
- And more!
For more ideas, inspiration and solutions, contact Pyrotec PackMedia today.