{"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":"upselling-si-cross-selling-de-craciun","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/ro\/special-occasions\/upselling-and-cross-selling-at-christmas\/","title":{"rendered":"Upselling \u0219i cross-selling de Cr\u0103ciun"},"content":{"rendered":"
<\/div>

V\u00e2nzarea \u00een plus \u0219i v\u00e2nzarea \u00eencruci\u0219at\u0103 sunt strategii folosite de comercian\u021bii cu am\u0103nuntul pentru a vinde produse suplimentare clien\u021bilor lor. Prin stimularea clien\u021bilor s\u0103 cheltuiasc\u0103 mai mult dec\u00e2t inten\u021bionau s\u0103 cheltuiasc\u0103, comerciantul cu am\u0103nuntul ob\u021bine o cre\u0219tere a valorii tranzac\u021biei.<\/p>\n

Dar care este diferen\u021ba dintre cross-selling \u0219i upselling?<\/strong><\/h3>\n

Upselling este atunci c\u00e2nd un client vine pentru un bec \u0219i \u00eei vinzi un pachet de trei becuri, subliniind c\u0103 este o idee bun\u0103 s\u0103 ai rezerve. Sau \u00eei vinzi un bec mai scump, subliniind virtu\u021bile acestuia, cum ar fi performan\u021ba superioar\u0103, eficien\u021ba energetic\u0103 sau durata de via\u021b\u0103 extins\u0103.<\/p>\n

V\u00e2nzarea \u00eencruci\u0219at\u0103 este atunci c\u00e2nd un client vine pentru o lamp\u0103 \u0219i tu \u00eei vinzi un bec, subliniind c\u0103 lampa are nevoie de un bec.<\/p>\n

A\u0219adar, upselling \u00eenseamn\u0103 utilizarea tehnicilor de marketing pentru a cre\u0219te valoarea tranzac\u021biei cu un singur tip de produs, \u00een timp ce cross-selling cre\u0219te valoarea tranzac\u021biei prin introducerea unui produs complementar.<\/p>\n

Dincolo de cartofii pr\u0103ji\u021bi...<\/strong><\/h3>\n

\"v\u00e2nzarea<\/a><\/p>\n

Atunci c\u00e2nd majoritatea oamenilor se g\u00e2ndesc la experien\u021ba lor \u00een materie de upselling, \u00ee\u0219i amintesc acea replic\u0103 nemuritoare: \"Vre\u021bi cartofi pr\u0103ji\u021bi cu asta?\", de\u0219i, dup\u0103 cum am v\u0103zut, aceasta este de fapt o \"v\u00e2nzare \u00eencruci\u0219at\u0103\" mai degrab\u0103 dec\u00e2t o \"v\u00e2nzare ascendent\u0103\". De asemenea, merit\u0103 remarcat faptul c\u0103 peste un sfert dintre cei chestiona\u021bi de Solopress dezaprob\u0103 adaosurile nes\u0103n\u0103toase - mai multe despre asta mai t\u00e2rziu!<\/p>\n

Dar ce se afl\u0103 dincolo de cartofi pr\u0103ji\u021bi? Ce alte modalit\u0103\u021bi exist\u0103 pentru a fi cu adev\u0103rat de ajutor pentru clien\u021bi \u0219i, \u00een acela\u0219i timp, pentru a cre\u0219te valoarea tranzac\u021biilor? \u0218i, oricum, ce simt cu adev\u0103rat audien\u021bele \u00een leg\u0103tur\u0103 cu toate acestea?<\/p>\n

\"67%<\/a>67% dintre cump\u0103r\u0103tori au confirmat c\u0103 au profitat de un produs adi\u021bional oferit la cas\u0103*, deci este o activitate \u00een care pute\u021bi fi destul de \u00eencrez\u0103tori c\u0103 ve\u021bi avea o absorb\u021bie puternic\u0103. \u0218i, av\u00e2nd \u00een vedere traficul sporit de Cr\u0103ciun, acum ar putea fi momentul ideal pentru a o \u00eencerca. Iat\u0103 c\u00e2teva modalit\u0103\u021bi de implementare a unei oferte de v\u00e2nzare suplimentar\u0103 sau de v\u00e2nzare \u00eencruci\u0219at\u0103 - plus 7 reguli de aur despre cum s\u0103 o face\u021bi bine.<\/p>\n

7 Metode \u0219i mecanic\u0103 pentru c<\/strong>ross-selling & upselling<\/strong><\/h2>\n

Exist\u0103 diverse abord\u0103ri diferite ale v\u00e2nz\u0103rii \u00eencruci\u0219ate \u0219i ale v\u00e2nz\u0103rii ascendente, care pot fi aplicate prin diferite canale \u0219i \u00een diferite etape ale parcursului clientului. Unele dintre cele mai populare sunt:<\/p>\n

 <\/p>\n

1. V\u00e2nzarea \u00eencruci\u0219at\u0103 de bunuri complementare<\/strong><\/h3>\n

\"73%<\/a>Bunurile complementare, cunoscute \u0219i sub numele de produse \u00eenso\u021bitoare sau articole adi\u021bionale, sunt produse asociate pe care \u00eei pute\u021bi \u00eencuraja pe clien\u021bi s\u0103 le adauge \u00een co\u0219ul lor, fie printr-o reducere, fie pur \u0219i simplu reamintindu-le clien\u021bilor despre acestea prin intermediul POS. 73% dintre persoanele pe care le-am intervievat sunt bucuroase s\u0103 li se reaminteasc\u0103 de produsele \u00eenso\u021bitoare (cum ar fi bateriile pentru juc\u0103rii)*.<\/p>\n

 <\/p>\n

2. Adaosuri la cas\u0103<\/strong><\/h3>\n

Este vorba despre un produs suplimentar care v\u0103 este oferit la punctul de cump\u0103rare, cum ar fi batonul de ciocolat\u0103 de 200 g de la benzin\u0103rie. Uneori este necesar\u0103 o cheltuial\u0103 minim\u0103 pentru a beneficia de un pre\u021b redus la produsul suplimentar, dar nu neap\u0103rat. Aceast\u0103 mecanic\u0103 este deosebit de util\u0103 pentru articolele de umplutur\u0103 \u00een perioada Cr\u0103ciunului. De exemplu, dac\u0103 cump\u0103ra\u021bi o carte cartonat\u0103 frumoas\u0103 pentru un cadou de Cr\u0103ciun, iar libr\u0103ria v\u0103 ofer\u0103 o carte Where's Wally la 1\u00a3 dac\u0103 cheltui\u021bi 10\u00a3, aceasta poate fi un cadou frumos pentru o rud\u0103 mai t\u00e2n\u0103r\u0103.<\/p>\n

3. Cheltuieli de co\u0219<\/strong><\/h3>\n

Un exemplu de ofert\u0103 de tip co\u0219 de cump\u0103r\u0103turi ar putea fi: \"Ob\u021bine\u021bi noul joc FIFA pentru 30 de lire sterline dac\u0103 cheltui\u021bi 50 de lire sterline pe alte produse\". Aceasta este o reducere bazat\u0103 pe valoarea total\u0103 a tranzac\u021biei, la fel ca unele articole suplimentare, cu excep\u021bia faptului c\u0103, \u00een acest caz, articolul suplimentar este eroul \u0219i nu o idee ulterioar\u0103. FIFA ar putea fi articolul pe care clientul dvs. a ie\u0219it din cas\u0103 pentru a-l cump\u0103ra, dar acesta profit\u0103 de ocazia de a-\u0219i umple co\u0219ul cu alte cadouri datorit\u0103 ofertei dvs. de cheltuire a co\u0219ului.<\/p>\n

4. Oferte la pachet<\/strong><\/h3>\n

Kiturile pentru \u00eencep\u0103tori sunt un bun exemplu de oferte la pachet - tot ceea ce ave\u021bi nevoie pentru a \u00eencepe \u00eentr-un singur pachet, care este mai ieftin dec\u00e2t dac\u0103 a\u021bi cump\u0103ra articolele individual. \u00cen mod obi\u0219nuit, un pachet poate include un articol eroic plus accesorii; poate o hus\u0103 de transport, un kit de cur\u0103\u021bare, un \u00eenc\u0103rc\u0103tor sau orice alte produse complementare sunt adecvate.<\/p>\n

5. Cump\u0103rarea \u00een vrac<\/strong><\/h3>\n

O tehnic\u0103 de v\u00e2nzare testat\u0103, oferirea de economii \u00een mas\u0103 poate lua o serie de forme, inclusiv reduceri multiple, oferte BOGOF (buy one get one free) sau BOGOHP (buy one get one half price). Fi\u021bi aten\u021bi la aceste tipuri de oferte \u00een cazul produselor pentru cadouri de Cr\u0103ciun - este foarte probabil ca cei care le ofer\u0103 s\u0103 cumpere doar o singur\u0103 unitate. Totu\u0219i, pentru produsele alimentare \u0219i b\u0103uturile, cump\u0103r\u0103torii de Cr\u0103ciun ar putea aprecia oportunitatea de a economisi pe cantit\u0103\u021bi mai mari.<\/p>\n

6. Recomand\u0103ri automatizate de produse <\/strong><\/h3>\n

V\u00e2nz\u0103torii online \u00ee\u0219i permit luxul de a folosi algoritmi care analizeaz\u0103 ce a ad\u0103ugat un client \u00een co\u0219 \u0219i \u00eei recomand\u0103 mai multe oferte sau bunuri complementare \u00eenainte de a trece la cas\u0103. Dar nu se termin\u0103 nici la casa de marcat. Pe m\u0103sur\u0103 ce aduna\u021bi informa\u021bii pe parcursul \u00eentregii perioade de timp a rela\u021biei unui client cu brandul dvs., pute\u021bi adapta e-mailurile pentru a pune un mesaj de v\u00e2nzare \u021bintit \u00een fa\u021ba unor segmente specifice de public.<\/p>\n

7. Servicii ca suplimente<\/strong><\/h3>\n

Expedierea expres\u0103 sau livrarea \u00een ziua urm\u0103toare poate fi o modalitate bun\u0103 de a cre\u0219te valoarea unei tranzac\u021bii - mai ales dac\u0103 pute\u021bi genera o marj\u0103 din aceste servicii. Pute\u021bi folosi \u00eempachetarea cadourilor ca o surs\u0103 suplimentar\u0103 de venituri de Cr\u0103ciun, dar comercian\u021bii cu am\u0103nuntul ar putea lua \u00een considerare un serviciu gratuit. 46% dintre cump\u0103r\u0103tori au considerat c\u0103 un serviciu de \u00eempachetare gratuit\u0103 i-ar face mai predispu\u0219i s\u0103 cumpere de la un comerciant cu am\u0103nuntul.<\/p>\n

7 reguli de aur pentru upselling \u0219i cross-selling de Cr\u0103ciun<\/strong><\/h2>\n

V\u00e2nzarea \u00een plus \u0219i v\u00e2nzarea \u00eencruci\u0219at\u0103 sunt strategii utile dac\u0103 dori\u021bi s\u0103 cre\u0219te\u021bi valoarea tranzac\u021biilor, dar exist\u0103 anumite avertismente care trebuie respectate dac\u0103 dori\u021bi s\u0103 evita\u021bi campaniile e\u0219uate \u0219i clien\u021bii irita\u021bi. Iat\u0103 cele 7 reguli de aur ale noastre:<\/p>\n

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

 <\/p>\n

1. Fi\u021bi realist<\/strong><\/h3>\n

\"55%<\/p>\n

Este greu s\u0103 vinzi \u00eencruci\u0219at un articol care are un pre\u021b mai mare dec\u00e2t cel al achizi\u021biei ini\u021biale. De exemplu, dac\u0103 vinde\u021bi o biciclet\u0103, pute\u021bi vinde o casc\u0103. Dac\u0103 vinde\u021bi o casc\u0103, va fi greu s\u0103 \u00eencerca\u021bi s\u0103 vinde\u021bi \u0219i bicicleta. 55% dintre cump\u0103r\u0103tori sunt descuraja\u021bi atunci c\u00e2nd articolul suplimentar are o valoare mai mare dec\u00e2t achizi\u021bia ini\u021bial\u0103*.<\/p>\n

 <\/p>\n

2. R\u0103m\u00e2ne\u021bi s\u0103n\u0103to\u0219i<\/strong><\/h3>\n

\"26%<\/p>\n

Ave\u021bi grij\u0103 s\u0103 nu oferi\u021bi elemente suplimentare care sunt percepute ca fiind nes\u0103n\u0103toase. Dulciurile de la casele de marcat din supermarketuri au fost mult timp subiectul unor controverse, al\u0103turi de celebrul exemplu al cartofilor pr\u0103ji\u021bi! 26% dintre cei pe care i-am intervievat sunt descuraja\u021bi atunci c\u00e2nd un produs adi\u021bional nu este s\u0103n\u0103tos*.<\/p>\n

3. Men\u021binerea calit\u0103\u021bii<\/strong><\/h3>\n

\"65%<\/a>65% dintre cei intervieva\u021bi sunt descuraja\u021bi atunci c\u00e2nd articolul adi\u021bional este de slab\u0103 calitate*. Nimeni nu dore\u0219te s\u0103 aib\u0103 un ornament \u00een cas\u0103, a\u0219a c\u0103 este pu\u021bin probabil s\u0103 vede\u021bi o adoptare semnificativ\u0103 a unui obiect ieftin \u0219i ur\u00e2t. Av\u00e2nd \u00een vedere con\u0219tientizarea din ce \u00een ce mai mare a amenin\u021b\u0103rii pe care o reprezint\u0103 materialele plastice pentru mediu, oferirea de articole din plastic ieftine poate fi, de asemenea, \u00eempotriva m\u0103rcii dvs. \u00een ochii clien\u021bilor.<\/p>\n

 <\/p>\n

4. R\u0103m\u00e2ne\u021bi relevan\u021bi<\/strong><\/h3>\n

\"71%<\/a>71% dintre cump\u0103r\u0103torii din sondajul nostru sunt descuraja\u021bi atunci c\u00e2nd articolul adi\u021bional nu are leg\u0103tur\u0103 cu achizi\u021bia de baz\u0103*. \u00cen cazul \u00een care articolul adi\u021bional se adreseaz\u0103 \u00een mod clar unui grup demografic foarte diferit, cump\u0103r\u0103torul se poate chiar sim\u021bi exclus de ofert\u0103. Acest lucru poate fi dep\u0103\u0219it prin oferirea unei game de articole din care cump\u0103r\u0103torii s\u0103 aleag\u0103, asigur\u00e2ndu-se c\u0103 exist\u0103 ceva pentru toat\u0103 lumea.<\/p>\n

5. Nu ne irosi\u021bi timpul!<\/strong><\/h3>\n

\"56%<\/a>56% dintre cump\u0103r\u0103tori sunt descuraja\u021bi atunci c\u00e2nd procesul de v\u00e2nz\u0103ri suplimentare\/v\u00e2nz\u0103ri \u00eencruci\u0219ate \u00eent\u00e2rzie tranzac\u021bia*. Acest lucru este logic, mai ales de Cr\u0103ciun, c\u00e2nd clien\u021bii au multe cump\u0103r\u0103turi de f\u0103cut. Dac\u0103 a\u021bi preg\u0103tit un scenariu lung pe care colegii de la casele de marcat trebuie s\u0103-l recite, s-ar putea ca acest lucru s\u0103 nu fie prea bine primit de cump\u0103r\u0103torii stresa\u021bi. Pentru cele mai bune rezultate, p\u0103stra\u021bi-l scurt.<\/p>\n

 <\/p>\n

6. Proteja\u021bi-v\u0103 marjele<\/strong><\/h3>\n

Dac\u0103 sacrifica\u021bi un procent din marja de profit prin oferirea unei reduceri, acest lucru trebuie compensat prin cre\u0219terea valorii tranzac\u021biilor, care va aduce un venit global mai mare. S-ar putea s\u0103 fi\u021bi dispus s\u0103 sacrifica\u021bi marja pentru a atinge alte obiective de marketing, cum ar fi atragerea clien\u021bilor sau combaterea concuren\u021bei. Acest lucru este \u00een regul\u0103, at\u00e2ta timp c\u00e2t v-a\u021bi calculat expunerea \u0219i a\u021bi stabilit c\u0103 merit\u0103 pentru a ob\u021bine c\u00e2\u0219tiguri mai mari pe termen lung.<\/p>\n

7. Strig\u0103 despre asta!<\/strong><\/h3>\n

Asigura\u021bi-v\u0103 c\u0103 v\u0103 face\u021bi publicitate pentru afacerea de v\u00e2nzare \u00eencruci\u0219at\u0103 sau de v\u00e2nzare ascendent\u0103. Chiar dac\u0103 folosi\u021bi personal de cas\u0103 bine instruit \u0219i stimulat pentru a v\u0103 promova oferta, ve\u021bi avea nevoie de o activitate de marketing suplimentar\u0103 pentru a r\u0103sp\u00e2ndi vestea. Folosi\u021bi materiale la punctul de v\u00e2nzare \u00een magazin: la casierie, pe afi\u0219e, pe marginea rafturilor \u0219i \u00een vitrine. Publicitatea deasupra liniei de v\u00e2nzare \u0219i suportul online, toate cu un aspect \u0219i o senza\u021bie coerente, vor ajuta la transmiterea mesajului c\u0103tre publicul dumneavoastr\u0103.<\/p>\n

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

Sper\u0103m c\u0103 acest lucru v-a deschis ochii asupra oportunit\u0103\u021bilor de v\u00e2nzare ascendent\u0103 \u0219i de v\u00e2nzare \u00eencruci\u0219at\u0103 de Cr\u0103ciun \u0219i v-a oferit c\u00e2teva sfaturi despre cum s\u0103 o face\u021bi \u00een mod eficient. Dac\u0103 dori\u021bi s\u0103 explora\u021bi modul \u00een care materialele de la punctul de v\u00e2nzare, cum ar fi posterele, table talkers \u0219i semnalizarea, v\u0103 pot ajuta s\u0103 v\u0103 promova\u021bi afacerea, vizita\u021bi-ne la adresa www.solopress.com<\/a> sau suna\u021bi-ne la 01702 460047.<\/strong><\/p>\n

 <\/p>\n

*Toate datele au fost colectate \u00een cadrul sondajului de Cr\u0103ciun Solopress 2019. Toate statisticile prezentate se bazeaz\u0103 pe r\u0103spunsurile 100% din cei 1204 responden\u021bi. Procentele sunt rotunjite \u00een sus sau \u00een jos la cel mai apropiat punct procentual. Datele adunate prin intermediul sondajului r\u0103m\u00e2n proprietatea AGA Print Ltd. care tranzac\u021bioneaz\u0103 sub numele de Solopress Ltd. \u0219i nu pot fi reproduse f\u0103r\u0103 o recunoa\u0219tere prin intermediul unui link \u00eenapoi. Toate drepturile de autor \u0219i alte drepturi de proprietate intelectual\u0103 sunt rezervate.<\/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\" href=\"https:\/\/www.solopress.com\/blog\/ro\/ocazii-speciale\/upselling-si-cross-selling-de-craciun\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Upselling & cross-selling at Christmas | Business Guides | Solopress UK\" \/>\n<meta property=\"og: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 property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/ro\/ocazii-speciale\/upselling-si-cross-selling-de-craciun\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-14T08:18:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-07T10:34:54+00:00\" 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