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Soul and Case: Cross-merchandising Principles

11 august 2018
Offering a co-product at the same point as your main product is a proven way to see significant sales growth. Works for all directions
There is a short anecdote: “An employee of a mobile technology store sold his soul to the devil. And a case. ” Basically, it’s about relentless marketing and cross-merchandising.

Cross-merchandising, that is, the display of a related product with the main one, has been used for a long time and brings good results. Of course, you need to approach it competently.

What product categories does it work for?

For almost everyone. foto1.jpg

The most common example is placing snacks, dried fish on racks with beer products. Even if a person came specifically for a drink, the likelihood that he will also grab a couple of goodies with him is very high.

In grocery stores and supermarkets, there can be a lot of options for combining products. For example, if ketchups and sauces are displayed in the meat department, this is cross-merchandising. o0od0vT-6OM.jpgMayonnaise next to dumplings and dumplings? He is.
At the same time, food products can be perfectly combined with non-food products: put vegetable cutters next to vegetables, and it is likely that you will set a record for the sales of the latter

Coffee couples in rows with good coffee. Corkscrews in the wine department. Packaged balloons near birthday cakes. The main thing is to find a connection.

Let’s take the clothes. It is quite logical to hang ties next to men’s shirts. Kross-merchandajzing.jpgOr near the rack with ties to provide
showcase with clips for them.
On the rack with jeans and trousers there are waist belts.

Cross Merchandising.jpg

Household goods? Easily. Near detergents can work well, for example, a set of sponges and wipes for cleaning.

Appliances? Layout next to laptops bags for them, next to cell phone cases, with kitchen appliances for washing and cleaning (ovens and stoves, for example). For any equipment with screens, wipes for cleaning monitors are suitable.
Power tools? Drill kits next to drills, baskets with adapters and carriers throughout the department.
Reception is well applied to events, for the holidays.
After all, no one is surprised by the display of sweets, champagne and valentines together by February 14, is it?
The list is endless.

What it takes for cross-merchandising to work

1. It is necessary for the buyer to see both offers at once. The accompanying product must be placed in the immediate vicinity of the main one – on top or on the sides.
2. The associative relationship between possible purchases of different categories should be instant. An example of an unsuccessful idea: a certain office equipment store laid out premium writing utensils next to expensive laptops. On reflection, the message is clear: goods for respectable wealthy people. But the relationship turned out to be too implicit and unmotivated.
3. The accompanying product should stand out and be clearly visible. Selection is possible, in particular, with the help of wobblers, shelf talkers and other POS-equipment (for example, the bright inscription “Do not forget to buy” is already attracting attention).

4. Watch out for seasonality. Stickers and paint for eggs a week after Easter will look strange on shelves with eggs. As well as kits for cooking barbecue in the meat department in early December.

Shop equipment and POS materials
1381749017_018.jpgYou can also inform the buyer about cross-offers using POS materials.
For example, a plate with information about a special price for cookies may work in the tea and coffee department. Not as effective as with visual combination of products, but nonetheless.

Cross-merchandising requires carefully selected means of product placement.

The equipping of racks with bars and hooks for cross-offers is only a small part. The add-ons above the freezers where the sauces are placed, the display case for the aforementioned tie clips, baskets and so on are separate solutions that need to be invested in. However, the effectiveness of the technique justifies the cost.


Post Author: Rachel Reinbauer

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