{"id":64508,"date":"2019-11-14T08:18:53","date_gmt":"2019-11-14T08:18:53","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=64508"},"modified":"2020-01-07T10:34:54","modified_gmt":"2020-01-07T10:34:54","slug":"mersalg-og-krydssalg-i-julen","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/da\/special-occasions\/upselling-and-cross-selling-at-christmas\/","title":{"rendered":"Mersalg og krydssalg i julen"},"content":{"rendered":"
<\/div>

Mersalg og krydssalg er strategier, som detailhandlere bruger til at s\u00e6lge ekstra produkter til deres kunder. Ved at tilskynde kunderne til at bruge mere, end de m\u00e5ske havde t\u00e6nkt sig at bruge, opn\u00e5r detailhandleren en stigning i transaktionsv\u00e6rdien.<\/p>\n

Men hvad er forskellen p\u00e5 krydssalg og mersalg?<\/strong><\/h3>\n

Upselling er, n\u00e5r en kunde kommer ind for at k\u00f8be en p\u00e6re, og du s\u00e6lger dem en pakke med tre ved at p\u00e5pege, at det er en god id\u00e9 at have reservedele. Eller du s\u00e6lger dem en dyrere p\u00e6re ved at fremh\u00e6ve dens fordele som f.eks. overlegen ydeevne, energieffektivitet eller forl\u00e6nget levetid.<\/p>\n

Krydssalg er, n\u00e5r en kunde kommer ind for at k\u00f8be en lampe, og du s\u00e6lger dem en p\u00e6re ved at p\u00e5pege, at lampen har brug for en p\u00e6re.<\/p>\n

S\u00e5 mersalg er at bruge marketingteknikker til at \u00f8ge transaktionsv\u00e6rdien p\u00e5 en enkelt type produkt, mens krydssalg \u00f8ger transaktionsv\u00e6rdien ved at introducere et komplement\u00e6rt produkt.<\/p>\n

Ud over pommes frites...<\/strong><\/h3>\n

\"Krydssalg:<\/a><\/p>\n

N\u00e5r de fleste mennesker t\u00e6nker p\u00e5 deres erfaringer med mersalg, husker de den ud\u00f8delige replik: \"Vil du have pomfritter til?\", men som vi har set, er det faktisk \"krydssalg\" snarere end \"mersalg\". Det er ogs\u00e5 v\u00e6rd at bem\u00e6rke, at over en fjerdedel af de adspurgte i Solopress' unders\u00f8gelse afviste usunde add-ons - mere om det senere!<\/p>\n

Men hvad ligger der bag pomfritterne? Hvilke andre m\u00e5der er der at v\u00e6re oprigtigt hj\u00e6lpsom over for kunderne og samtidig skabe transaktionsv\u00e6rdier? Og hvad synes publikum egentlig om det hele?<\/p>\n

\"67%<\/a>67% af de handlende bekr\u00e6ftede, at de havde benyttet sig af en till\u00e6gsvare, der blev tilbudt dem ved kassen*, s\u00e5 det er en aktivitet, hvor du kan v\u00e6re ret sikker p\u00e5, at den vil blive taget godt imod. Og med ekstra trafik i julen kan det v\u00e6re det ideelle tidspunkt at pr\u00f8ve det p\u00e5. Her er nogle m\u00e5der at implementere et mersalg eller krydssalg p\u00e5 - plus 7 gyldne regler for, hvordan man g\u00f8r det godt.<\/p>\n

7 Metoder og mekanik til c<\/strong>ross-salg og mersalg<\/strong><\/h2>\n

Der er forskellige tilgange til kryds- og mersalg, som kan anvendes via forskellige kanaler og i forskellige faser af kunderejsen. Nogle af de mest popul\u00e6re er:<\/p>\n

 <\/p>\n

1. Krydssalg af komplement\u00e6re varer<\/strong><\/h3>\n

\"73%<\/a>Supplerende varer, ogs\u00e5 kendt som companion products eller add-on items, er tilknyttede produkter, som du kan opfordre kunderne til at l\u00e6gge i deres kurv, enten med en rabat eller ved blot at minde kunderne om dem via POS. 73% af de mennesker, vi har spurgt, er glade for at blive mindet om supplerende produkter (f.eks. batterier til leget\u00f8j)*.<\/p>\n

 <\/p>\n

2. Tilf\u00f8jelser ved kassen<\/strong><\/h3>\n

Det er, n\u00e5r du bliver tilbudt et ekstra produkt p\u00e5 k\u00f8bsstedet - som den 200 g chokoladebar p\u00e5 tankstationen. Nogle gange kr\u00e6ves der et minimumsforbrug for at kvalificere sig til en reduceret pris p\u00e5 till\u00e6gsvaren, men ikke n\u00f8dvendigvis. Denne mekanisme er is\u00e6r nyttig til at fylde varer p\u00e5 lageret ved juletid. Hvis du f.eks. k\u00f8ber en god hardback i julegave, og boghandleren tilbyder en Where's Wally-bog til \u00a31, n\u00e5r du bruger \u00a310, kan det v\u00e6re en god gave til en yngre sl\u00e6gtning.<\/p>\n

3. Brug af kurv<\/strong><\/h3>\n

Et eksempel p\u00e5 en kurvforbrugsaftale kan v\u00e6re \"F\u00e5 det nye FIFA-spil til 30 kr. n\u00e5r du bruger 50 kr. p\u00e5 andre produkter\". Dette er en reduktion baseret p\u00e5 den samlede transaktionsv\u00e6rdi, ligesom nogle till\u00e6gsvarer, men her er det till\u00e6gsvaren, der er helten i stedet for eftertanken. FIFA er m\u00e5ske den vare, som din kunde gik ud af huset for at k\u00f8be, men de benytter lejligheden til at fylde deres kurv med andre gaver p\u00e5 grund af din kurvforbrugsaftale.<\/p>\n

4. Pakketilbud<\/strong><\/h3>\n

Startpakker er et godt eksempel p\u00e5 pakketilbud - alt, hvad du skal bruge for at komme i gang, i \u00e9n pakke, som er billigere end at k\u00f8be varerne enkeltvis. Et bundt kan typisk indeholde en hovedartikel plus tilbeh\u00f8r; m\u00e5ske en b\u00e6retaske, et reng\u00f8ringss\u00e6t, en oplader eller andre passende supplerende produkter.<\/p>\n

5. K\u00f8b i l\u00f8s v\u00e6gt<\/strong><\/h3>\n

Det er en afpr\u00f8vet mersalgsteknik at tilbyde massebesparelser, og det kan ske p\u00e5 forskellige m\u00e5der, f.eks. med rabat p\u00e5 flere enheder, BOGOF (k\u00f8b en og f\u00e5 en gratis) eller BOGOHP (k\u00f8b en og f\u00e5 en til halv pris). V\u00e6r forsigtig med denne type tilbud p\u00e5 julegaveprodukter - det er mest sandsynligt, at gavegiverne kun k\u00f8ber \u00e9n enhed. Men n\u00e5r det g\u00e6lder mad- og drikkevarer, vil julehandlende m\u00e5ske v\u00e6re glade for muligheden for at spare p\u00e5 st\u00f8rre m\u00e6ngder.<\/p>\n

6. Automatiserede produktanbefalinger <\/strong><\/h3>\n

Onlines\u00e6lgere har den luksus at bruge algoritmer, der ser p\u00e5, hvad en kunde har lagt i kurven, og anbefaler flere tilbud eller supplerende varer, f\u00f8r de tjekker ud. Det slutter heller ikke ved kassen. N\u00e5r du indsamler oplysninger i l\u00f8bet af en kundes forhold til dit brand, kan du skr\u00e6ddersy e-mails til at sende et m\u00e5lrettet salgsbudskab til bestemte m\u00e5lgrupper.<\/p>\n

7. Services som add-ons<\/strong><\/h3>\n

Ekspresforsendelse eller levering n\u00e6ste dag kan v\u00e6re en god m\u00e5de at \u00f8ge v\u00e6rdien af en transaktion p\u00e5 - is\u00e6r hvis du kan generere margin fra disse tjenester. Du kan bruge gaveindpakning som en ekstra indt\u00e6gtskilde i julen, men detailhandlere kan overveje en gratis service. 46% af kunderne mente, at en gratis indpakningsservice ville g\u00f8re dem mere tilb\u00f8jelige til at k\u00f8be hos en forhandler.<\/p>\n

7 gyldne regler for mersalg og krydssalg i julen<\/strong><\/h2>\n

Mersalg og krydssalg er v\u00e6rdifulde strategier, hvis du \u00f8nsker at \u00f8ge transaktionsv\u00e6rdien, men der er visse forbehold, du skal overholde, hvis du vil undg\u00e5 mislykkede kampagner og irriterede kunder. Her er vores 7 gyldne regler:<\/p>\n

\"Salg<\/a><\/p>\n

 <\/p>\n

1. V\u00e6r realistisk<\/strong><\/h3>\n

\"55%<\/p>\n

Det er sv\u00e6rt at krydss\u00e6lge en vare, der har en h\u00f8jere pris end det oprindelige k\u00f8b. Hvis du f.eks. s\u00e6lger en cykel, kan du krydss\u00e6lge en hjelm. Hvis du s\u00e6lger en hjelm, vil det v\u00e6re sv\u00e6rt at krydss\u00e6lge cyklen. 55% af kunderne bliver afskr\u00e6kket, n\u00e5r den ekstra vare har en h\u00f8jere v\u00e6rdi end det oprindelige k\u00f8b*.<\/p>\n

 <\/p>\n

2. Hold dig sund og rask<\/strong><\/h3>\n

\"26%<\/p>\n

V\u00e6r forsigtig med at tilbyde ekstra varer, der opfattes som usunde. Konfekture ved supermarkedskasser har l\u00e6nge v\u00e6ret genstand for kontroverser sammen med det ber\u00f8mte eksempel med pommes frites! 26% af de adspurgte bliver afskr\u00e6kket, n\u00e5r en ekstra vare ikke er sundhedsbevidst*.<\/p>\n

3. Oprethold kvaliteten<\/strong><\/h3>\n

\"65%<\/a>65% af de adspurgte bliver afskr\u00e6kket, n\u00e5r den ekstra genstand er af lav kvalitet*. Ingen vil have tatoveringer i deres hjem, s\u00e5 det er usandsynligt, at du vil se en stor interesse for en genstand, der er billig og grim. Med den voksende bevidsthed om plastens trussel mod milj\u00f8et kan det ogs\u00e5 v\u00e6re en ulempe for dit brand i kundernes \u00f8jne at give billige plastgenstande v\u00e6k.<\/p>\n

 <\/p>\n

4. Forbliv relevant<\/strong><\/h3>\n

\"71%<\/a>71% af kunderne i vores unders\u00f8gelse bliver afskr\u00e6kket, n\u00e5r till\u00e6gsvaren ikke er relateret til kernek\u00f8bet*. Hvis till\u00e6gsvaren tydeligvis er rettet mod en helt anden demografisk gruppe, kan k\u00f8beren endda f\u00f8le sig udelukket af tilbuddet. Dette kan overvindes ved at tilbyde en r\u00e6kke varer, som kunderne kan v\u00e6lge imellem, s\u00e5 der er noget for enhver smag.<\/p>\n

5. Spild ikke vores tid!<\/strong><\/h3>\n

\"56%<\/a>56% af kunderne bliver afskr\u00e6kket, n\u00e5r mersalgs- og krydssalgsprocessen forsinker transaktionen*. Det er logisk, is\u00e6r i julen, hvor kunderne har mange indk\u00f8b at g\u00f8re. Hvis du har forberedt et langt manuskript, som kollegerne ved kasserne skal recitere, vil det m\u00e5ske ikke falde i god jord hos de stressede kunder. Hold det kort for at opn\u00e5 de bedste resultater.<\/p>\n

 <\/p>\n

6. Beskyt dine marginaler<\/strong><\/h3>\n

Hvis du ofrer en procentdel af din margin ved at tilbyde en rabat, skal det opvejes af en \u00f8get transaktionsv\u00e6rdi, der giver en st\u00f8rre samlet indt\u00e6gt. Det kan v\u00e6re, at du er villig til at ofre marginen for at opn\u00e5 andre markedsf\u00f8ringsm\u00e5l som f.eks. at fastholde kunder eller bek\u00e6mpe konkurrenter. Det er fint, s\u00e5 l\u00e6nge du har beregnet din eksponering og fundet ud af, at det er umagen v\u00e6rd i jagten p\u00e5 st\u00f8rre gevinster p\u00e5 lang sigt.<\/p>\n

7. R\u00e5b op om det!<\/strong><\/h3>\n

S\u00f8rg for at reklamere for dit krydssalgs- eller mersalgstilbud. Selv om du bruger velinformeret og motiveret kassepersonale til at promovere dit tilbud, vil du stadig have brug for yderligere markedsf\u00f8ringsaktiviteter for at sprede budskabet. Brug point-of-sale-materialer i butikken: ved kassen, p\u00e5 plakater, p\u00e5 hyldeforkanter og i vinduerne. Over-the-line-annoncering og online-support, alt sammen med et ensartet look og feel, vil hj\u00e6lpe med at f\u00e5 budskabet ud til dit publikum.<\/p>\n

\u00a0<\/strong><\/p>\n

Forh\u00e5bentlig har dette \u00e5bnet dine \u00f8jne for mulighederne for mersalg og krydssalg i julen - og givet dig nogle tips til, hvordan du g\u00f8r det effektivt. Hvis du vil udforske, hvordan point-of-sale-materialer som plakater, table talkers og skiltning kan hj\u00e6lpe dig med at promovere dit tilbud, s\u00e5 bes\u00f8g os p\u00e5 www.solopress.com<\/a> eller ring til os p\u00e5 01702 460047.<\/strong><\/p>\n

 <\/p>\n

*Alle data blev indsamlet som en del af Solopress' juleunders\u00f8gelse 2019. Alle viste statistikker er baseret p\u00e5 svarene fra 100% af de 1204 respondenter. Procentsatserne er afrundet til n\u00e6rmeste procentpoint. Data indsamlet gennem unders\u00f8gelsen forbliver AGA Print Ltd's ejendom under navnet Solopress Ltd og m\u00e5 ikke gengives uden anerkendelse via et backlink. Alle ophavsrettigheder og andre intellektuelle ejendomsrettigheder er forbeholdt.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Upselling and cross-selling are strategies employed by retailers to sell extra products to their customers. By incentivising customers to spend more than they may have intended to spend, the retailer achieves an increase in transaction value. But what\u2019s the difference between cross-selling and upselling? Upselling is when a customer comes in for a light bulb […]<\/p>\n","protected":false},"author":134,"featured_media":65879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547,553],"tags":[896],"class_list":{"0":"post-64508","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"category-special-occasions","9":"tag-christmas"},"acf":[],"yoast_head":"\nUpselling & cross-selling at Christmas | Business Guides | Solopress UK<\/title>\n<meta name=\"description\" content=\"We discuss 7 methods and mechanics for upselling and cross-selling at Christmas, as well as 7 golden rules for getting it right!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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