Cross Merchandising

Cross Merchandising

Cross Merchandising Jonathan Poland

Cross merchandising is a retail strategy that involves placing related or complementary products in close proximity to each other in order to encourage customers to purchase multiple items. This can be done both in-store and online.

For example, a retailer might place a display of barbecue grills near the outdoor furniture section, or a display of swimsuits near the beach towels. The goal of cross merchandising is to present products in a way that makes them more appealing and encourages customers to add additional items to their purchase.

Cross merchandising can be effective in increasing sales and revenue for retailers. By placing related products together, retailers can create a cohesive shopping experience and make it easier for customers to find everything they need in one place. Cross merchandising can also help retailers to make use of underutilized space, such as corners or end caps, by creating a visually appealing display that draws customers in.

However, it is important for retailers to be mindful of the placement of items and ensure that the products being cross merchandised are relevant and complementary. Otherwise, the strategy may be ineffective or even confusing for customers.

In addition to in-store cross merchandising, retailers can also use cross merchandising techniques online, such as through product recommendations or upselling techniques. By presenting related or complementary products to customers during the online checkout process, retailers can encourage customers to add additional items to their purchase. Overall, cross merchandising can be a valuable strategy for retailers looking to increase sales and improve the shopping experience for their customers.

Here are some examples of cross merchandising:

  1. A grocery store placing bags of chips near the dips and spreads section.
  2. A clothing store placing a display of belts near the shoes section.
  3. A bookstore placing a display of travel guides near the luggage section.
  4. An electronics store placing a display of phone cases near the phone section.
  5. An online retailer recommending related or complementary products to customers during the checkout process, such as headphones to go with a new phone or a protective case for a new tablet.
  6. A home improvement store placing a display of gardening tools near the seeds and plants section.
  7. A toy store placing a display of board games near the puzzle section.
  8. A sporting goods store placing a display of water bottles near the fitness equipment section.

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