How to Cross-Sell Fashion & Apparel in 2020
Raise your hands if you want to maximize your sales🙋🙋🙋
When casting around for ways to increase sales there are two options you can take: acquiring new shoppers or selling more current ones. Acquiring new shoppers is too expensive, so… All that remains is to unleash the potential of cross-selling.
In this post I’m going to uncover:
- What cross-selling is and why you’re leaving money on the table if you aren’t already putting this technique into action.
- A few effective practices and tips for inspiration.
Let’s take a look at how to perfect your sales funnels with cross-selling!
Cross-selling is a sales technique of encouraging customers to spend more.
Of course, you should be mindful.
Any products you want to cross-sell can be highly relevant or additional to the original purchase. The key lies in convincing your visitors that your offers for complementary products will be of real benefit for them.
Want to double your cart size? Put yourself in your client’s shoes and tailor your suggestions to their specific needs. Founder of business coaching and training company Jazz Cat Helen Campbell says:
By upselling or cross-selling your services appropriately you can help your client achieve their goal, for instance, more time, peace of mind, or a solution to a problem.
Suffice it to say, effective cross-selling is all about finding the relevance between your client’s purchase and products in your webstore. Once you do, you can improve customer retention and reap huge profits.
But wait, wait… First things first.
I’ll tell you about the juicy benefits of cross-selling products in the next subtopic.
Why Should You Be Cross-Selling In Your Webstore?
If you’ve done even a little research on upselling and cross-selling strategies, you probably already know the answer to this question.
First of all, e-commerce cross-selling is the smartest and easiest way to increase your revenue substantially.
Let’s do some simple math:
Say, hypothetically, you get $1 of extra revenue from each sale you make. If you make 100 sales per 14 days, you’re losing $100 per 14 days.
Did you know: 35% of Amazon’s sales are the result of ‘Frequently bought together’ and ‘You may also like’ options on every product page.
Before moving on, there is one important fact: it is usually easier to sell to existing customers than it is to someone who has never bought from you before.
According to research published in the book Marketing Metrics, it’s about 50% easier to sell to a current customer than to find a new one.
Plus, cross-selling addresses the issue of discovery: customers find additional products that can meet their wants and needs even better with a tiny gap in price.
In short, you should care about putting cross-sells into context because this strategy is the superstar in the e-commerce environment.
How To Cross-Sell Fashion, Clothing & Apparel
Apparel stores are increasing in number and variety, customers overcome barriers of online fashion shopping on a day-to-day basis. However, the e-commerce clothing segment has to deal with return rates as high as 50%. So every penny on the top of your order is a win for you. But, all in all, worldwide revenue and revenue per user are both expected to grow (based on Shopify’s research).
There is a lot of market share to fight over, so let’s fly through the best practices for cross-selling fashion.
Shop the Look
Asos offers to buy trainers, socks, and earrings if the shopper is purchasing the dad blazer.
Asos stands out from the crowd of competitions because… First, they use multiple types of cross-sells on one product page. Next, they offer visually compatible products to help shoppers complete the look.
Key takeaway: The key component here is a dual approach. Asos deploys two types of cross-sells on one product page: a unit with similar items and another unit for suggesting ancillary items. WIN-WIN-WIN.
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Madewell recommends products similar to the item currently being viewed.
A block with similar products on a product detail page is a common thing for online shops. But Madewell is surfacing items that are similar to one another in type, style, material, and color, delivering a more engaging experience to their visitors.
Key takeaway: Following the example above, if a customer wants to buy the blouse, you might show them other similar products.
Check These Out Too
Dolls Kill is a global online fashion shop. Their cross-selling tactic is unusual: they deliver items that match each visitor’s preferences and affinities, based on browsing behavior (product views, cart additions, etc.)
Depending on the available data, Dolls Kill creates more granular suggestions according to color, style, brand affinities, and so forth. Personalizing recommendations guarantee that each and every visitor is exposed to the products that interest them the most, increasing order size and transforming single-product buyers into multi-product ones. One aspect that can’t go unmentioned is their language that helps shoppers feel like a part of the family.
Key takeaway: Personalize recommendations for every customer and create your brand language to help shoppers define your brand and set your brand apart from all others.
Others Also Bought
A classical example of cross-selling comes from H&M, a Swedish multinational clothing-retail company. In most cases, cross-selling can be noticed on the product pages, where they show ‘Other Also Bought’ recommendations.
This feature solves two problems — one for the customers and the other for the brand. For customers, that means discovering more interesting products. For H&M, it helps address the perennial question of “how to maximize sales?” and thus increase AOV.
Key takeaway: Using the ‘Customers Also Bought’ recommendations system to harness crowd wisdom, the company can dramatically increase their cross-sales and overall revenue.
Make Cross-selling Smarter With Recom.ai
Alright, now you know how to cross-sell fashion, clothing, and apparel. It’s high time to let a machine-learning product recommendation engine do the heavy lifting for you.
Recom.ai – Upsell & Cross-sell helps you effortlessly create cross-selling opportunities. All you need to do is to connect your e-commerce store to Recom.ai and start delivering personalized, trending, recently viewed, and new products.
Here are some things to know before you start:
With Recom.ai – Upsell & Cross-sell, it couldn’t be easier to present your cross-sells at the right time, to the right customer. But if you are looking for something different our top of best upselling (and cross-selling) apps might help you.
Over To You
Cross-selling isn’t rocket science—far from it.
With just a little effort, some willingness, and the smart guidance, you can have your product recommendation system up and running in no time.
All you need to do is take a good note:
- Combine several types of cross-sells on one product detail page. For instance, ‘Complete the look’ with ‘You May Also Like’.
- Recommend to buy in a bundle instead of individual products.
- To maximize potential revenue, optimize your product recommendations according to each PAGE CONTEXT.
- Cross-sell your most reviewed, most relevant, and trending products.
And certainly, always, always, always follow the key concept of effective cross-selling: you recommend products that add value and make your customer’s life happier.