An Effective Marketing Strategy in Itself

Cross merchandising is nothing but a clever display of closely related products from different categories, that encourages the customer to purchase all of them. In turn, it also lifts up the sale of products from different categories. Cross merchandising can be done by displaying the products on a mannequin, or by actual positioning of merchandise on racks or shelves.

In this Buzzle article, learn more about the concept of cross merchandising, in case you are thinking of employing it in your store, or just to show you how supermarkets manage to make you spend more than you intended to.

Before you think of employing the strategy of cross merchandising in your business, consider the following points:
Products must have a logical connection between them
For cross merchandising, the merchandise must naturally go well or complement each other. The customers should be able to relate them together. I’ll elaborate this point with a few examples:
✜ A shoe retailer can benefit by displaying socks, shoe shiners, shoe insoles, laces, and odor-controlling foot creams and powders together.

Electrical appliances
✜ If a retail store houses electrical appliances, like mobiles and laptops, then displaying accessories, such as mobile cases, laptop bags, headphones, memory cards, audio and video CD’s, etc., may help increase the sale of accessories.

Men wears
✜ For men clothing retail outlets, accessories like ties, cuff links, belts, and perfumes do the trick, whereas with woman’s clothing, fashion jewelry, handbags, sunglasses, perfumes, etc., could be displayed.
Plant and gardening equipment
✜ For nurseries, displaying fertilizers, gardening gloves, and decorative pots next to the plants will help increase sales.

Snacks and drinks
✜ Chips or any other salted snacks, if kept next to soda, soft drinks, or liquor, may boost the sales of both items.
Ice cream
✜ Pairing ice creams with sweet sauces, like chocolate or strawberry, are a great way to increase the sale of sauces.
✜ Mayonnaise, salted sauces, and salad dressings could be kept next to the fresh produce of fruits and vegetables.
Fresh breakfast
✜ Breakfast cereals could be bundled up with packaged milk, and fruit and vegetable juices, to create an image of a complete breakfast.
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✜ Utensils pair well with cereals and pulses.
Gifts, toy and stationary
✜ Gifts, soft toys, and stationery usually go well together.
So, now do you know why mannequins are decked up in a full ensemble, complete with a scarf, sunglasses, a handbag, and matching jewelry, instead of just plain clothing? It is done to make you look at the complete picture, and induce the desire to make you buy all the stuff to recreate the same look on you.
Strategic Placing is Very Important
In case of a stand-alone retail outlet, the owner should make it a point to place the items in a way that would make spotting and buying the related products easier. Cross merchandising will bear results only if the customer spots the related items. If everything is just kept haphazardly without any logical sequence, the customer will not be able to differentiate, and the shop may lose a sale. Make proper sections, and keep the related products together. Even if you group things together, the overall appearance should be neat and uncluttered.
For supermarkets, the gondola ends/end caps could be a great location for cross merchandising. These are easily visible and also do not stand in the way. At the billing counters or checkouts, small racks could be placed that could display the ‘on-the-go-pick-me-ups’ like candy, chocolates, and mouth fresheners, crossed with daily essentials like scissors, nail clippers, and clothespins.