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Upselling in retail is not a new thing: it’s been around for years as an in-store technique employed by sales assistants to boost sales and increase basket value. As footfall continues to represent a challenge for retailers, they must increase average basket size (upselling) and conversion rate, otherwise shops become an unviable asset.
However, with the advent of omnichannel retailing came new ways to upsell – that perhaps aren’t as direct as face to face selling – but are now a standard part of any purchase, whether in store or online.
We spoke about this on BBC Radio Nottingham last Friday, in a short interview that you can listen again to here. Interview starts at 2:54:40.
The benefits to retailers of click and collect are not only improving footfall to stores, but the ability to make even more sales when the customer comes to collect their parcel.
Thanks to technological advances in customer profiling, the store assistant could pre-identify the product purchased by the customer, and upsell by recommending complementary items. For example, if they know that the customer has bought a dress, why not recommend matching shoes upon collection, or accessories to “complete the look”?
New Look reported that over the festive period, 25% of its click and collect customers made extra purchases in store, increasing the basket value by an average of £27. (There’s a reason most click and collect desks are the back of a store, requiring the customer to walk past all items in the store first before picking up their parcel…)
The retailer benefits through increased basket value, and the customer receives a personalised experience that’s likely to impress them. Check out other click and collect benefits in our infographic.
Upselling online is a standard function, unlike in a store where it’s motivated by a sales assistant (who may or may not have the confidence to try). This might come in the form of “complete the look” options and additional suggestions that complement the current basket, like ASOS.
Another key example of customers being upsold to online comes in the form of delivery options. For example, if the threshold for free delivery is £30, and the customer’s current basket value stands at £25, they could be persuaded with a pop-up to spend just £5 more in order to receive free delivery. As long as retailers remain transparent about their delivery costs, it’s the consumer choice to buy more in order to benefit from incentives such as free delivery, or even discounts such as 10% off.
Conclusion? Customers of today have a strong discount mentality, and therefore retailers must build their profit margin in. Upselling is one of the most popular techniques for retailers to achieve larger baskets and more full-price sales.
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