Webogram Power, Part 2
Map your strategy for upselling and cross-selling customers on your Web site.
Map your strategy for upselling and cross-selling customers on your Web site.
Last week I discussed the brick-and-mortar practices of upselling and cross-selling — marketing disciplines made possible by the planogram — and their application to Web marketing. To translate the benefits of up- and cross-selling to an e-tailing site, I suggested we revisit the planogram and apply its principles to the Net as a “Webogram.” This week I want to help you with some Webogram planning.
Your first step will be to categorize your customers’ needs. Some visitors to your site might be after cleaning products; others may be shopping for health foods; and still others might be wanting a fast-food fix. Each category of need — and you may come up with heaps of them — will represent a particular visitor search pattern, and your analysis of these patterns will open up interesting opportunities for optimizing both your consumer’s search path and your up- and cross-selling potential.
To discover the facts about your visitors’ search patterns, you need to ask “real” customers about their offline shopping. Take that vacuum-cleaner-bag buyer we made an example of last week. This person’s got cleaning products and gadgets in his sights. Interview him about and observe his shopping behavior. Follow him in a brick-and-mortar supermarket and learn what he does there; note the things that inspire him and observe where possible cross- and upselling opportunities lie. I’m telling you, you’ll be surprised at what you discover.
The shopper who enters the store simply to pick up vacuum cleaner bags will leave having spent more money on food than on his intended purchase. The challenge is to find a way of translating this three-dimensional experience, in which customers are assailed by visual, auditory, olfactory, tactile, and taste suggestions, to the Web site environment where, having clicked onto the vacuum cleaner page, the likelihood of people ever finding their way to unrelated products is negligible.
So, back to the Webogram, the planning device we’re using to import cross- and upselling potential to the online store. A successful Webogram could open up a goldmine for you. Let’s consider the highest hurdle. In the offline store, shoppers can browse in a physical environment. The retailer has all of the shopper’s five senses to work on: seeing, hearing, feeling, tasting, and smelling. That scope just doesn’t exist online. Your role, therefore, is to find other ways of inspiring your customers while they’re shopping. The trick to achieving this online is to be systematic. You have to systematically and constantly inspire your customers.
How would such a strategy look in practice? There’d be a minimum of three ingredients in your toolbox (assuming that, at this stage, you’re not prepared to establish a detailed CRM system with personalized membership features):
I know these thoughts haven’t made you an instant Webogram expert. But, hopefully, they’ve sparked some ideas for you and perhaps caused you to rethink your existing cross- and upselling strategy. If you’re among the 50 percent of online e-tailers who are already thinking this way, I’m sorry for wasting your time. However, the rest of you — get going!
Remember, cross- and upselling won’t happen by itself. These are achieved as the result of careful planning, which every online site manager should be engaged in. There’s a lot of work to do before you can conclude your conversion rate has fulfilled its potential. Offline retailers have been planogramming their way to increased conversion rates for years. So, what are you waiting for? Plan that Webogram.