Handling Complementary Products that Don’t Compete

A retailer must understand how to suggest to customers psychologically. Research has shown that most purchases are made based on emotional impulses and are later justified with logical arguments. The retailer must understand that people would normally come to the store for the products they have in mind. However, they can be made to purchase more products if a good retail strategy is in place. One of these retail strategies is cross merchandizing. 

Cross merchandizing refers to the display of opposite and unrelated products together to get more sales. These unrelated products are not completely unrelated; they are however complementary products. For instance, dressing a mannequin in a clothing store with a tuxedo and putting beside it matching shoes. The customer may have the intention to only get a tuxedo but on seeing how matching the shoes are, there is high likelihood he would want to purchase the shoes. In big stores, the sections are designed to feature complementary goods. 

It is very important as a sales representative to understand that impulse buying is a very essential key tactic retailers play on. When you have bread on sale, you don’t put margarine or jam far away from it. Complementary products are meant to be as a complementing aspect to other products. For instance, shoes to a piece of suit or power bank to a cell phone complement each other. 

You have to think like the average consumer when arranging products. A consumer may need one thing and forget the essentiality of the other product to the one to be purchased. It is the retailer’s job to suggest it to the retailer by strategically placing it near the other product. 

This strategy has found place in e-commerce. Normally, the product searched for by the customer will be display in the search results. However, complementary products will be placed on the same page. For instance, if the customer searched for cell phones, cell phones will be displayed. However, phone cases, and other phone accessories will be displayed on the page to make suggestions to the customer. More, if the customer has been a frequent user of the e-commerce platform, the history of products can be used to suggest products that the customer might likely be interested in. 

The use of the section titled “customers who bought this item also bought…” on the e-commerce platform has proven to be highly productive in generating sales. Amazon is an e-commerce website that uses this strategy well.

A form of cross merchandizing is used in showcase windows also known as window displays. A full home scene is beautifully display with furniture and home accessories. You can find Arabian rugs under the center table. The items are different. A customer may have only the intention of buying furniture but seeing how beautifully the rug matches the furniture, there is a likelihood of purchase. 

Generating more sales at retail requires understanding the thought pattern of consumers. People don’t, many times, have the intention of purchasing some products but seeing the complementary product and knowing how fitting it really is would motivate a purchase.