Internet Marketing Digital_marketing_for_dummies | Page 76

Source: https://www.amazon.com
FIGURE 3-8: Amazon expertly uses upsells and cross-sells to increase the basket size of its customer and get the sale.
In Figure 3-8, the item being searched for is Harry Potter and the Cursed Child, and
Amazon offers some related Harry Potter books that would serve as an upsell and increase
the basket size. But Amazon also offers cross-sells in the form of other fantasy books that
may appeal to a fan of Harry Potter because they are of the same genre.
Because the cross-sell may not be as relevant to the first purchase, a cross-sell can feel like
it’s coming out of left field, which can be jarring to and unwanted by the customer. That’s
why you have to be careful with cross-sells, or you risk annoying your customers. Imagine
buying a Mac computer and having Apple ask before you’ve even left the store whether
you want to buy an iPhone or an iPad. That said, if the cross-sell truly complements the
initial purchase, your customers will welcome the offer, and you’ll welcome the additional
revenue.
Building bundles and kits
Bundles and kits are other forms that your monetization offer can take. A bundle or a kit is
taking one of your stand-alone products and combining it with other like items that you or
one of your business partners sell. For example, if you sell men’s razors, you might
bundle the razor with a shaving kit that includes all the essential items a man needs to shave
with, from the brush to the after-shave. This “essential shaving kit” will cost more than an
individual razor, which increases your revenue per sale. Do you have products or services
that you can combine to create a new value proposition?
Tacking on a slack adjuster
Slack adjusters can have a dramatic impact upon the bottom line. A slack adjuster is a
product or service that you offer at a price point much higher than your typical offer. The
price is generally 10 to 100 times higher than your usual offers. Although this product or
service will appeal to only a very small portion of your market, those that do make this