conversion day 2014 > the conversion kitchen

Tasty ingredients for cross- and upselling

The conversion kitchen

It’s more than digital

It’s your business

@DaanGoor

Never offer a

Without

knowing

The current

Spice up your cross- and

upselling

Spice up your cross- and upselling

TipsCase

“Upselling is a sales technique whereby a seller induces the customer to purchase more expensive items, upgrades, or other add-ons in an attempt to make a more profitable sale”

“Cross-selling is the action or practice of selling an additional product or service to an existing customer”

Related or recommended products Subscribe to receive discount on next purchaseWish, birth and other lists Temporary discount bundles Customer cards

TipsCase

Bijenkorf App = sales-driven, customer-centric application focused on information exchange and loyalty incentives

Objective 1: convert Bijenkorf from preferred into favorate brand by initiating a membership programObjective 2: familiarize customers with the periodic promotions and campaigns Objective 3: generate more sale revenue

App as crucial sales driver during promotion marathons

Bijenkorf memberships generate unique priveliges– Receive personalized vouchers and discounts– Collect points per euro you spend– Exchange points for discount or free products

What’s on your personal

What’s on your personal menu?

ToolsCase

“Personalization is all about creating memorable and optimal user experiences by presenting a tailored mix of content and interface layouts to different users based on a mix of implicit and explicit preferences, their device and the context.”

Main aspect: behavorial targeting based on visitor history

Vital for continuous business performancePersonalization drives cross- and upselling

“Companies who are personalising web experiences are seeing an average 19% uplift in sales.”

(source: monetate.com)

Product recommendationsOn-site search resultsImages or textSite navigationCustom featuresBadging

First-party historical customer data/segments First-party real-time browsing dataThird-party profiling data

Personalization integrated with web analyticsIndependent personalization enginesPersonalization of customer serviceE-commerce Personalization Software as a ServicePersonalization features as part of CMS

(source: oracle.com)

ToolsCase

MySamsung = social, customer-centric community platform focused on knowledge exchange and gamification

Objective 1: convert Samsung from preferred into favorate brand by increasing customer’s engagement and interactionObjective 2: familiarize customers with the broad range of innovative, less known Samsung products in other categories

Customer care can direct you to MySamsung

Baseline: get more from your Samsung purchasePersonalized dashboard includes product suggestionsCookies connect pre-sales to post-sales behavior

Quick but healthy

takeaways

Quick but healthy takeaways

Stay relevantExercise restraintBuild credibilityLocation is criticalLow vs high involvementTry bundling discountsGrease the wheelsCustomer service sells

@TheReference

conversion day 2014 > the conversion kitchen

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