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Most consumer electronics retailers fully recognize the power of cross-selling when it comes to generating extra revenue.
Much like fashion, consumer electronics is an impulse-driven vertical. Their shoppers have an idea of what they need before they start browsing a site. However, there is often a huge amount of flexibility regarding the product itself and what it comes with.
We’ve already reviewed the merits and examples of cross-selling for fashion and beauty brands. Now it’s time to put the spotlight on uses of the same strategy within consumer electronics.
What is cross-selling for consumer electronics brands?
Cross-selling is being able to recommend supplementary products or services based on what the consumer has in their cart.
Something like a mobile device has a range of suitable accessories that can be used for cross-selling, like chargers, cases, and headphones.
Executed correctly, a cross-sell can be worth thousands in extra revenue. If a customer wants to buy a TV, they might also be interested in speakers and media players to make the most of their purchase.
Much like fashion brands want their customers to ‘complete the look‘ with an outfit, ‘get the setup’ is very much a consideration within consumer electronics.
What is upselling for consumer electronics brands?
With TVs, laptops, games consoles, and even household appliances, there’s always an upgrade waiting in the wings. The challenge for brands is to spot the opportunities to encourage purchases of premium devices.
Pricier models usually have specifications and features that the cheaper options can’t match. It’s vital to show these benefits rather than simply recommending a different product without a reason to buy it.
Here are some examples:
- TV: Showing the improved picture or range of colors by going for a pricier model.
- Printer: Demonstrating the savings made on ink with a pricier yet more economical model.
- Fridge: Showing any savings made on utility bills through a more energy-efficient model.
In this article, we’ll focus specifically on cross-selling to show you how some of the world’s leading consumer electronics brands increase their average order value (AOV).
Example #1 – Currys – The full range
Putting a TV in your cart at Currys triggers a range of recommendations. The first is a ‘care & repair’ package for covering damage and defections. There’s even a subtle upsell here with savings shown on lengthier plans.
Then we see installation extras like brackets. Finally, we see recommendations on separate products that go with our TV, like sound bars. It’s a logical user journey that likely increases AOV for Currys.
Example #2 – Mobiles.co.uk – Brand match
As we mentioned earlier, mobile devices have so many accessories that can be used for cross-selling. At Mobiles.co.uk, the strategy is to recommend just a few Samsung essentials to customers checking out with a Samsung device.
It’s simple yet valuable for those who know their model will not come with a charger or earphones and may otherwise purchase these elsewhere.
Example #3 – Best Buy – Build a package
Keyboards turn a tablet into a mini laptop. Best Buy knows this, which is why the brand has a slick process for recommending the former.
We head onto our choice of iPad and see a deal for keyboards down the bottom. As an added touch, we see how much we save by going with a bundle.
Example #4 – Sonos – Build a complete set
Home audio is a perfect category for cross-selling. If I try to checkout with one speaker, there’s every chance I’ll see recommendations for other units to complete a ‘setup’.
Even if I have a complete set, I might need cables or subscriptions to streaming platforms to complete my order.
Wireless specialist Sonos uses recommendations at the checkout to show how much I can save by adding an extra speaker for an ‘entertainment set’. You know what, I might just do that.
Example #5 – AO – Selling additional services
Cross-selling your own services creates a massive opportunity for high-margin sales. AO does this by pushing its ‘five-star’ membership, which includes unlimited deliveries, longer return dates, and exclusive deals.
There’s also a small cross-sell for taking the packaging for recycling – a nice touch for eco-conscious shoppers - and recommendations of products that are bought with our cart.
Example #6 – Bose – As a gift
We figured cross-selling was ever-present within consumer electronics, but we wanted to test that theory. Our search led us to headphones: a true standalone product with few accessories to naturally consider.
We headed onto Bose and found a recommendation for a gift box. There we have it – even something that screams ‘single-item order’, there’s always a recommendation to be made.
Example #7 - Hewlett-Packard - High relevance
We won’t lie - when it came to the relevance of our recommendations, some brands really let us down. It might explain why some of your favorites didn’t make this list.
One of the most common issues was getting a recommendation for a cheaper product. Hewlett-Packard does things the right way by sticking to accessories we’re likely to buy. We have product care, laptop bags, a mouse, a keyboard, and less common choices like microphones.
Every single recommendation makes sense in the context of our order.
Example #8 - Dyson - The explainer
We’d guess that selling vacuum accessories is much harder than doing the same for game consoles or mobile phones.
Case in point: most shoppers clearly know the functions of an extra games console controller or smartphone case. However, far fewer will know what a ‘Reach Under Tool’ does, hence why Dyson includes a succinct explainer under its recommendation.
The household appliance company is wise to only have two suggestions, otherwise the page might get a little cluttered. But the extra detail certainly serves a purpose.
Example #9 - Google - Build it yourself
Trust Google to do things better than most. Two words: customizable recommendations. We love them.
Shop for a Google Pixel mobile device and you can select different colors for your earphones and case.
Example #10 - Viking Direct - Must haves and nice-to-haves
After focusing on the B2C arena, we wanted to see how a more B2B-oriented retailer cross-sold customers.
Viking Direct has a really useful ‘second chance’ feature for customers looking into printers. First, we see our recommended ink cartridges at the bottom of the page. We see them again when we add our product to the cart, which is justified when you think that very few shoppers will purchase a new printer but won’t need ink.
There are also a couple of discounted items at the checkout. They’re not related to our order. However, as these are low-value office essentials, we bet plenty of shoppers place them in their cart.
Example #11 - GameStop - Focus on one option
Sometimes shoppers see tens of recommendations based on a single product view. In GameStop’s case, the brand focuses on one thing in particular.
We’re browsing a pre-owned console and see a really simple but effective piece of copy promoting its Product Replacement Plan. ‘Add a Protection Plan & replace your purchase no-questions-asked’. There are other recommendations when we scroll down, but there’s only one thing that really grabs our attention.
When you buy a pre-owned device, it’s natural to wonder how long it will last. GameStop recognizes this and makes a big feature out of something that can ease that worry.
Example #12 - Apple - Step-by-step
Is Apple upselling or cross-selling by letting us customize every aspect of our Watch? In our opinion, it's a bit of both.
We have extras, like connectivity options, but the choice of straps essentially puts our product into a premium bracket. Either way, we like the slick experience and the interactivity.
Example #13 - Sony - Deals and recommendations
Most orders of audio equipment can be expanded by recommending complimentary products. Take the example of Sony, which blends ‘bundle offers’ with typical suggestions, like its Home Theatre Receiver.
For all we know, the headphones in the bundle could be excess stock, which would make it even more valuable.
Next steps
If you’d like to get something similar to one of these cross-selling strategies, the good news is, you can.
RevLifter’s Intelligent Offer Platform allows you to serve personalized recommendations and even combine them with deals to grow AOV.
Our technology is used by brands like Mobiles.co.uk, Very.co.uk, John Lewis, and AO.com to convert more customers and get them spending more.
Book your free demo and we’ll tell you all about it.
