Making a purchase does not necessarily mean the end of your customer' shopping journey. With the right approach, you can convert a one-time purchase into a long-lasting relationship. The key to this relationship can be a cross-selling engagement.
What is cross-selling?
Cross-selling is a sales strategy used to sell products related to what the customer is interested in.
It goes like this: a customer who is interested in a particular product will receive offers of additional, complementary or similar products (according to their purchase history or the history of other customers, when there is still not enough data about the customer in question) on the product or checkout pages, or through other channels, such as e-mail.
How to set it up in edrone?
Our platform allows you to create cross-selling automated scenarios for three different events: product view, add to cart, and order. All you need to do is to follow a few simple settings:
1. Once logged in to your account, go to MISSION CONTROL >> ENGAGEMENTS >> CROSS-SELLING >> ADJUST;
2. Then, choose the category to which you want to recommend products:
Note: Categories are retrieved from the Product Feed. If any category is missing, check your shop’s feed then contact our support: firstname.lastname@example.org.
3. Now, set the triggering rules:
a) Send no more often than once per "‘x’ days" - allows you to limit how often this engagement rule can be triggered; e.g.: the client meets the condition more than once in a single day, however, the limit has been set to do not send more than one email per day; thanks to this limit, the customer will receive only one message, not two or more on that day.
b) Delay - determines the delay between the time when the trace was triggered and the time when the email (for this specific rule) should be sent.
c) After - refers to the event that triggers this cross-selling rule. You can choose from one of these three events: product view, add to cart, and order.
d) Logic type - defines the convergence of data for the selected cross-selling categories; e.g.: Suppose you chose two categories, ‘Tables’ and ‘Chairs’ - as mentioned above on ‘Step 2’. If you select the logic type “OR”, this engagement rule will be triggered once an event is performed in any of these two categories - no matter which one; if you select “AND”, it will require both categories in order to trigger this rule.
e) Add - allows you to include additional categories to your cross-selling rules.
f) A message of any rule wouldn't be sent more frequently than once per “‘x’ days” - this is the “master” limit; it overwrites the other limits altogether.
4. Set up the Sender for your Cross-selling engagements.
5. Now, it’s time to go to the "Design" section and create your message (layout, text, offers, etc.).
Note 01: You have to create one message for every rule.
Note 02: Remember to customize the UTM Campaign Name for each one of your messages (rules), so that you can find them well on your Google Analytics reports.
6. If you offer cupons on any of your messages, you should add them on the next section: “Coupons”. You can choose between “Dynamic” (individual codes for each customer) or “Static” (same code for all customers) and add coupons for every message you inserted a ‘coupon dynamic item’ when you were creating your message on the “Design” section.
7. Review and activate your engagement on the “Review” section.
8. Last but not least, after activating this scenario, you will be able to analyse its results under the “Reports” section. You can choose the date range you are interested in and check the number of messages sent, OR, CTR, CTOR, number of orders, revenue, and the number of discount codes sent.
The rule # 01 is to start creating your cross-selling rules right now! =)