In our COVID-19 Webinar, we discussed that while overall traffic to our customers’ sites has increased, we’ve also witnessed a drop in basket size. Therefore, this week, I’d like to focus on upselling and cross-selling strategies brands can tap to increase average order values and the number of items per transaction, ways to provide a positive shopping experience, and tactics that will drive customer loyalty for the long-term.
Promoting relevant products
In the midst of this new 'normal', many shoppers are making smaller purchases, only stocking up on the essentials. Facilitate a positive user experience by helping customers discover other products they might be looking for
Surface complimentary items
When a user adds an item to their cart, recommend additional products that complement the item or complete a set. You can do this by creating a “Complete the WFH look” or “Other workout essentials” recommendation overlay.
Create a product resource center
Create a one-stop-shop experience on your site by building a dedicated page where shoppers can find essentials for sheltering-in-place due to COVID-19. The page should include a collection of relevant categories and recommended items based on the user’s real-time preferences (the user’s affinity profile). An affinity profile is composed of product attribute values and scores. Every time a user interacts with a product, the score of each product attribute value is updated based on the type of interaction that has occurred (i.e. adding a product to the cart results in a higher score than viewing a product).
Incentivizing larger cart sizes
Certain household and pantry staples are flying off digital shelves at an astonishing rate. However, as consumers continue to buy other essentials, such as non-perishables, brands can incentivize shoppers to stock up on these products by offering them a discount.
Encourage bulk purchases
If items can be sold in bulk, highlight this option. While some stores are restricting users from purchasing large quantities of products in high-demand, be sure users know when they have the ability to stock up on their favorite products, especially if doing so comes with a discount. Provide an easy way in the UI for users to increase product quantities, and ensure shoppers are aware of the savings they’ll witness for completing bulk purchases.
Create product bundles
Shoppers are not always aware of products that may complement an item they are viewing. For example, a site visitor looking at outdoor exercise equipment may also be interested in a water bottle, towel, or even sunscreen. To encourage users to purchase additional, suitable items, create bundles of products that can be sold together. When doing so, be sure to assess inventory levels and only create product bundles for items that are well in-stock, which can easily be done by setting up a targeting rule. (Note: this only is possible if stock availability is a product attribute listed in your product feed or is available in the data layer.)
If you haven’t already registered - save your seat for one of our upcoming virtual events:
- COVID-19 Customer Experience Roundtable: On April 30, join CSMs Harry Roth and Amanda Silano as they talk candidly with brands about the ways businesses have adapted to the situation.
- Solving COVID-19 Pain Points on Your Site: On May 7th, join CSM Anastasiia Vashkelite to learn a few best practices for providing the greatest value to visitors on-site amid COVID-19
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