Up-Selling and Cross-Selling

 Introduction
The Actinic system offers functionalities that allow you to practice cross-selling and up-selling techniques. The objective is to encourage the buyer to spend more (or better) during their purchasing act. For example, it is possible to propose products that are directly associated to the items that the visitor is interested in and for which they have come to your site. The other approach, which is related but is even better, is to encourage them to choose a higher-end item for which you will have a higher profit margin.

The goal is to increase the sales figure of the site and, at the same time, the satisfaction of the buyer because they will see your offer as being more complete and more pertinent.

These two technique proposed by the Actinic system can be combined in the same item file. It is also possible to configure the layout of these functionalities.

Recommendations: Don't overload your item files with up-sell and cross-sell items if these items are of no interest for the buyer. You risk winding up with the opposite result from the one you are trying to achieve because the visitor will see no connection between the items and they will end up confused. Also think about the increased maintenance that this will result in for your site if you define too many items that are all intertwined.

It should be noted that you can create up to 24 Related Items using DataPlug, as opposed to setting them from the back office where the limit is 10.

For more information, read the following FAQ answer:

How to use DataPlug to create related items?

 
 Cross-Selling
(You will often hear the term "related products" when dealing with Cross-Selling.)

It's not rare for an item to be associated with a series of related items. For example, let's take the case of a compact digital camera. This camera will generally have numerous associated items: memory card, carrying case, additional battery, etc.

With the Actinic system, you can associate these related items to the main item. When a customer visits your site, the related items are displayed in the item file, under the main item description and it is possible to add them to the shopping cart at the same time as the main item! The visitor does not need to leave the main item page to buy the related items. This functionality, which is not very common, greatly reduces confusion and limits the probability that the buyer will get lost in the shop when it contains many references.

Several Recommendations: Proposing related items that have been intelligently selected is an efficient way to noticeably increase your site's sales figure. However, you need to find a happy medium and try not to propose too many related items. This may lead the buyer to think that the main product is largely incomplete. It is also important to propose items with prices that are compatible with the price of the main item. Proposing a related item with a price that is twice as much as the main item is probably not such a good idea. The more expensive your related items are, the less likely the buyers will be to select them. Of course, these are just general recommendations and may not apply to certain specific cases. In all instances, put yourself in the visitor's shoes and use common sense when selecting your cross-sell items.

To access this functionality in the administration of your site, open the [Commerce/Items] menu and click on the "View Properties" icon of the main item. Next, click on the "Up/Cross-Selling" tab and then click on the "Related Items" sub-tab.
 
 Up-selling
Contrary to related items (which "complete" a purchase), higher-end items represent products of higher quality or that have a higher degree of finishing than the main item. For example, you could propose a low-end digital reflex camera in the item file of a compact digital camera. The idea is to show the buyer that it is possible to buy a better product for just a small price difference or for a price that is at least reasonable. Excepting some very specific cases, proposing a higher-end item that is 5 times as expensive as the item that the visitor is interested in is not a good approach because the budget is incomparable with the price-range that your visitor appears to be looking for.

The organization of your up-sell items can turn into a real puzzle if you don't take the time to define a 'sequence' for your items. Ideally, you should be able to navigate from lower-end items to higher-end items. That is to say that you should systematically be able to move upmarket from any given item.

To access this functionality in the administration of your site, open the [Commerce/Items] menu and click on the "View Properties" icon of the main item. Next, click on the "Up/Cross-Selling" tab and then click on the "Higher-End Items" sub-tab.
 
 Layout in the Item File
It is possible to select different layout options for related items and higher-end items. It is highly recommended to choose different layouts for the two in order to avoid any confusion between the different item lists.

To access the layout options in the administration of your site, open the [Commerce/Items] menu and click on the main "Element - Layout" tab.
 

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