Upselling and cross-selling on your eCommerce site should increase your revenue. Period. If they aren’t, it’s time to find out why by evaluating both your strategy and execution.
Upselling and cross-selling on your eCommerce site should increase your revenue. Period. If they aren’t, it’s time to find out why by evaluating both your strategy and execution.
This blog is part of a series about how and why retail brands must “earn the customer” – their trust and loyalty – to remain competitive in a digital world. See other posts, including Earn the Customer with Unique Brand Content on Your eCommerce Site and Earn the Customer with Customer-Centric UX Design.
If your brand is committed to being customer-centric, then every interaction in the customer journey should merit close attention, including post-purchase experiences like returns. Although your gut reaction may be to focus on revenue-generating areas of your business versus profit-sucking returns, it might be time to take a different view (and tap a potentially lucrative upside). “Return” is not necessarily synonymous with “refund.” If you expand your definition to include exchanges and store credit and treat the return experience as a way to support customers, returns can actually be an opportunity to increase customer loyalty and lifetime value.