{"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":"yilbasinda-ust-satis-ve-capraz-satis","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/tr\/special-occasions\/upselling-and-cross-selling-at-christmas\/","title":{"rendered":"Noel'de \u00fcst sat\u0131\u015f ve \u00e7apraz sat\u0131\u015f"},"content":{"rendered":"
<\/div>

\u00dcst sat\u0131\u015f ve \u00e7apraz sat\u0131\u015f, perakendecilerin m\u00fc\u015fterilerine fazladan \u00fcr\u00fcn satmak i\u00e7in kulland\u0131klar\u0131 stratejilerdir. Perakendeci, m\u00fc\u015fterileri harcamay\u0131 planlad\u0131klar\u0131ndan daha fazla harcamaya te\u015fvik ederek i\u015flem de\u011ferinde bir art\u0131\u015f elde eder.<\/p>\n

Peki \u00e7apraz sat\u0131\u015f ile \u00fcst sat\u0131\u015f aras\u0131ndaki fark nedir?<\/strong><\/h3>\n

\u00dcst sat\u0131\u015f, bir m\u00fc\u015fteri ampul almak i\u00e7in geldi\u011finde, yedek ampul bulundurman\u0131n iyi bir fikir oldu\u011funu belirterek ona \u00fc\u00e7l\u00fc bir paket satman\u0131zd\u0131r. Ya da \u00fcst\u00fcn performans, enerji verimlili\u011fi veya uzun \u00f6m\u00fcr gibi \u00f6zelliklerini vurgulayarak onlara daha pahal\u0131 bir ampul satmakt\u0131r.<\/p>\n

\u00c7apraz sat\u0131\u015f, bir m\u00fc\u015fterinin bir lamba i\u00e7in gelmesi ve sizin de lamban\u0131n bir ampule ihtiyac\u0131 oldu\u011funu belirterek ona bir ampul satman\u0131zd\u0131r.<\/p>\n

Yani upselling, tek bir \u00fcr\u00fcn t\u00fcr\u00fcnde i\u015flem de\u011ferini art\u0131rmak i\u00e7in pazarlama tekniklerini kullan\u0131rken, cross-selling tamamlay\u0131c\u0131 bir \u00fcr\u00fcn sunarak i\u015flem de\u011ferini art\u0131r\u0131r.<\/p>\n

Patates k\u0131zartmas\u0131n\u0131n \u00f6tesinde...<\/strong><\/h3>\n

\"\u00e7apraz<\/a><\/p>\n

\u00c7o\u011fu insan \u00fcst sat\u0131\u015f deneyimlerini d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcnde, o \u00f6l\u00fcms\u00fcz c\u00fcmleyi hat\u0131rlar: \"Yan\u0131nda patates k\u0131zartmas\u0131 ister misiniz?\" Ancak g\u00f6rd\u00fc\u011f\u00fcm\u00fcz gibi bu asl\u0131nda \"\u00fcst sat\u0131\u015f \"tan ziyade \"\u00e7apraz sat\u0131\u015f \"t\u0131r. Solopress taraf\u0131ndan yap\u0131lan ankete kat\u0131lanlar\u0131n d\u00f6rtte birinden fazlas\u0131n\u0131n sa\u011fl\u0131ks\u0131z eklentileri onaylamad\u0131\u011f\u0131n\u0131 da belirtmek gerekir - bu konuya daha sonra de\u011finece\u011fiz!<\/p>\n

Peki k\u0131zartmalar\u0131n \u00f6tesinde ne var? \u0130\u015flem de\u011ferlerini art\u0131r\u0131rken m\u00fc\u015fterilere ger\u00e7ekten yard\u0131mc\u0131 olman\u0131n ba\u015fka ne gibi yollar\u0131 var? Ve izleyiciler t\u00fcm bunlar hakk\u0131nda ger\u00e7ekten ne hissediyor?<\/p>\n

\"67%<\/a>Al\u0131\u015fveri\u015f yapanlar\u0131n 67%'si kasada kendilerine sunulan bir ek \u00fcr\u00fcnden faydaland\u0131klar\u0131n\u0131 do\u011frulam\u0131\u015ft\u0131r*, dolay\u0131s\u0131yla bu, g\u00fc\u00e7l\u00fc bir al\u0131mdan olduk\u00e7a emin olabilece\u011finiz bir etkinliktir. Ve Noel'de artan trafikle birlikte, \u015fimdi bunu denemek i\u00e7in ideal bir zaman olabilir. \u0130\u015fte bir \u00fcst sat\u0131\u015f veya \u00e7apraz sat\u0131\u015f anla\u015fmas\u0131 uygulaman\u0131n baz\u0131 yollar\u0131 - ayr\u0131ca bunun nas\u0131l iyi yap\u0131laca\u011f\u0131na dair 7 alt\u0131n kural.<\/p>\n

7 C i\u00e7in y\u00f6ntemler ve mekanikler<\/strong>ross-sati\u015f & \u00fcst sati\u015f<\/strong><\/h2>\n

\u00c7apraz sat\u0131\u015f ve \u00fcst sat\u0131\u015f i\u00e7in farkl\u0131 kanallar \u00fczerinden ve m\u00fc\u015fteri yolculu\u011funun farkl\u0131 a\u015famalar\u0131nda uygulanabilecek \u00e7e\u015fitli farkl\u0131 yakla\u015f\u0131mlar vard\u0131r. En pop\u00fcler olanlardan baz\u0131lar\u0131 \u015funlard\u0131r:<\/p>\n

 <\/p>\n

1. Tamamlay\u0131c\u0131 \u00fcr\u00fcnlerin \u00e7apraz sat\u0131\u015f\u0131<\/strong><\/h3>\n

\"\u0130nsanlar\u0131n<\/a>Tamamlay\u0131c\u0131 \u00fcr\u00fcnler, di\u011fer ad\u0131yla tamamlay\u0131c\u0131 \u00fcr\u00fcnler veya ek \u00fcr\u00fcnler, m\u00fc\u015fterileri indirim yaparak veya sadece POS arac\u0131l\u0131\u011f\u0131yla hat\u0131rlatarak sepetlerine eklemeye te\u015fvik edebilece\u011finiz ili\u015fkili \u00fcr\u00fcnlerdir. Anket yapt\u0131\u011f\u0131m\u0131z ki\u015filerin 73%'si tamamlay\u0131c\u0131 \u00fcr\u00fcnlerin (oyuncaklar i\u00e7in piller gibi)* hat\u0131rlat\u0131lmas\u0131ndan memnun.<\/p>\n

 <\/p>\n

2. Kasada eklentiler<\/strong><\/h3>\n

Bu, sat\u0131n alma noktas\u0131nda size ek bir \u00fcr\u00fcn sunuldu\u011fu durumdur - benzin istasyonundaki 200 gr'l\u0131k \u00e7ikolata gibi. Bazen ek \u00fcr\u00fcnde indirimli fiyat almaya hak kazanmak i\u00e7in minimum harcama yap\u0131lmas\u0131 gerekir, ancak bu \u015fart de\u011fildir. Bu mekanizma \u00f6zellikle Noel zaman\u0131nda stok doldurma \u00fcr\u00fcnleri i\u00e7in kullan\u0131\u015fl\u0131d\u0131r. \u00d6rne\u011fin, Noel hediyesi olarak g\u00fczel bir ciltli kitap al\u0131yorsan\u0131z ve kitap\u00e7\u0131 10\u00a3 harcad\u0131\u011f\u0131n\u0131zda 1\u00a3'a Where's Wally kitab\u0131 veriyorsa, bu daha gen\u00e7 bir akraban\u0131z i\u00e7in g\u00fczel bir hediye olabilir.<\/p>\n

3. Sepet harcamalar\u0131<\/strong><\/h3>\n

Sepet harcama anla\u015fmas\u0131na \u00f6rnek olarak \"Di\u011fer \u00fcr\u00fcnlerde \u00a350 harcad\u0131\u011f\u0131n\u0131zda yeni FIFA oyununu \u00a330'a al\u0131n\" verilebilir. Bu, baz\u0131 eklenti \u00fcr\u00fcnler gibi toplam i\u015flem de\u011ferine dayal\u0131 bir indirimdir, ancak burada sonradan d\u00fc\u015f\u00fcn\u00fclen de\u011fil, kahraman olan eklenti \u00fcr\u00fcnd\u00fcr. FIFA, m\u00fc\u015fterinizin sat\u0131n almak i\u00e7in evden \u00e7\u0131kt\u0131\u011f\u0131 \u00fcr\u00fcn olabilir, ancak sepet harcama anla\u015fman\u0131z nedeniyle sepetlerini di\u011fer hediyelerle doldurma f\u0131rsat\u0131n\u0131 yakalarlar.<\/p>\n

4. Paket anla\u015fmalar<\/strong><\/h3>\n

Ba\u015flang\u0131\u00e7 kitleri, paket f\u0131rsatlar\u0131na iyi bir \u00f6rnektir - ba\u015flamak i\u00e7in ihtiyac\u0131n\u0131z olan her \u015fey, \u00fcr\u00fcnleri tek tek sat\u0131n almaktan daha ucuz olan tek bir pakette. Tipik olarak, bir paket bir ana \u00fcr\u00fcn art\u0131 aksesuarlar i\u00e7erebilir; belki bir ta\u015f\u0131ma \u00e7antas\u0131, bir temizlik kiti, \u015farj cihaz\u0131 veya uygun olan tamamlay\u0131c\u0131 \u00fcr\u00fcnler.<\/p>\n

5. Toplu sat\u0131n alma<\/strong><\/h3>\n

Test edilmi\u015f bir sat\u0131\u015f tekni\u011fi olan toplu tasarruf teklifleri, indirimli katlar, BOGOF (bir alana bir bedava) veya BOGOHP (bir alana bir yar\u0131 fiyat\u0131na) f\u0131rsatlar\u0131 gibi \u00e7e\u015fitli \u015fekillerde olabilir. Noel hediyesi \u00fcr\u00fcnlerle ilgili bu t\u00fcr f\u0131rsatlara kar\u015f\u0131 dikkatli olun - hediye sahipleri b\u00fcy\u00fck olas\u0131l\u0131kla tek bir birim sat\u0131n alacaklard\u0131r. Ancak yiyecek ve i\u00e7ecek \u00fcr\u00fcnlerinde, Noel al\u0131\u015fveri\u015fi yapanlar daha b\u00fcy\u00fck miktarlarda tasarruf etme f\u0131rsat\u0131n\u0131 memnuniyetle kar\u015f\u0131layabilir.<\/p>\n

6. Otomatik \u00fcr\u00fcn \u00f6nerileri <\/strong><\/h3>\n

Online sat\u0131c\u0131lar, m\u00fc\u015fterinin sepetine ne ekledi\u011fine bakan ve \u00f6deme yapmadan \u00f6nce birden fazla f\u0131rsat veya tamamlay\u0131c\u0131 \u00fcr\u00fcn \u00f6neren algoritmalar kullanma l\u00fcks\u00fcne sahiptir. \u0130\u015f \u00f6deme s\u0131ras\u0131nda da bitmiyor. Bir m\u00fc\u015fterinin markan\u0131zla olan ili\u015fkisinin \u00f6mr\u00fc boyunca bilgi toplad\u0131k\u00e7a, belirli kitle segmentlerinin \u00f6n\u00fcne hedeflenmi\u015f bir sat\u0131\u015f mesaj\u0131 koymak i\u00e7in e-postalar\u0131 uyarlayabilirsiniz.<\/p>\n

7. Eklenti olarak hizmetler<\/strong><\/h3>\n

H\u0131zl\u0131 sevkiyat veya ertesi g\u00fcn teslimat, bir i\u015flemin de\u011ferini art\u0131rman\u0131n iyi bir yolu olabilir - \u00f6zellikle de bu hizmetlerden marj elde edebiliyorsan\u0131z. Hediye paketini Noel'de ekstra bir gelir ak\u0131\u015f\u0131 olarak kullanabilirsiniz, ancak perakendeciler \u00fccretsiz bir hizmet d\u00fc\u015f\u00fcnebilirler. Al\u0131\u015fveri\u015f yapanlar\u0131n 46%'si \u00fccretsiz paket hizmetinin bir perakendeciden al\u0131\u015fveri\u015f yapma ihtimallerini art\u0131raca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnmektedir.<\/p>\n

Noel'de \u00fcst sat\u0131\u015f ve \u00e7apraz sat\u0131\u015f i\u00e7in 7 alt\u0131n kural<\/strong><\/h2>\n

\u0130\u015flem de\u011ferini art\u0131rmak istiyorsan\u0131z \u00fcst sat\u0131\u015f ve \u00e7apraz sat\u0131\u015f faydal\u0131 stratejilerdir, ancak ba\u015far\u0131s\u0131z kampanyalardan ve sinirli m\u00fc\u015fterilerden ka\u00e7\u0131nmak istiyorsan\u0131z uyman\u0131z gereken baz\u0131 uyar\u0131lar vard\u0131r. \u0130\u015fte 7 alt\u0131n kural\u0131m\u0131z:<\/p>\n

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

 <\/p>\n

1. Ger\u00e7ek\u00e7i olun<\/strong><\/h3>\n

\"Al\u0131\u015fveri\u015f<\/p>\n

Orijinal sat\u0131n al\u0131mdan daha y\u00fcksek fiyatl\u0131 bir \u00fcr\u00fcn\u00fcn \u00e7apraz sat\u0131\u015f\u0131n\u0131 yapmak zordur. \u00d6rne\u011fin, bir bisiklet sat\u0131yorsan\u0131z, bir kask\u0131 \u00e7apraz satabilirsiniz. Kask sat\u0131yorsan\u0131z bisikleti \u00e7apraz satmaya \u00e7al\u0131\u015fmak zor olacakt\u0131r. Al\u0131\u015fveri\u015f yapanlar\u0131n 55%'si, eklenti \u00fcr\u00fcn orijinal sat\u0131n alma i\u015fleminden daha y\u00fcksek bir de\u011fere sahip oldu\u011funda vazge\u00e7mektedir*.<\/p>\n

 <\/p>\n

2. Sa\u011fl\u0131kl\u0131 kal\u0131n<\/strong><\/h3>\n

\"Ankete<\/p>\n

Sa\u011fl\u0131ks\u0131z olarak alg\u0131lanan herhangi bir ek \u00fcr\u00fcn sunma konusunda dikkatli olun. S\u00fcpermarket kasalar\u0131ndaki \u015fekerlemeler, me\u015fhur patates k\u0131zartmas\u0131 \u00f6rne\u011fi ile birlikte uzun zamand\u0131r tart\u0131\u015fma konusu olmu\u015ftur! Ankete kat\u0131lanlar\u0131n 26%'si, bir ek \u00fcr\u00fcn\u00fcn sa\u011fl\u0131\u011fa duyarl\u0131 olmamas\u0131 durumunda bundan vazge\u00e7mektedir*.<\/p>\n

3. Kaliteyi korumak<\/strong><\/h3>\n

\"Ankete<\/a>Ankete kat\u0131lanlar\u0131n 65%'si eklenti \u00fcr\u00fcn\u00fcn d\u00fc\u015f\u00fck kaliteli* olmas\u0131 durumunda vazge\u00e7iyor. Kimse evinde d\u00f6vme istemez, bu nedenle ucuz ve k\u00f6t\u00fc bir \u00fcr\u00fcn\u00fcn \u00f6nemli bir al\u0131m g\u00f6rmesi pek olas\u0131 de\u011fildir. Plastiklerin \u00e7evreye olan tehdidi konusunda artan fark\u0131ndal\u0131kla birlikte, plastik \u00fcr\u00fcnleri ucuza vermek de m\u00fc\u015fterinin g\u00f6z\u00fcnde markan\u0131z\u0131n aleyhine olabilir.<\/p>\n

 <\/p>\n

4. \u0130lgili kal\u0131n<\/strong><\/h3>\n

\"Anketimize<\/a>Anketimize kat\u0131lan m\u00fc\u015fterilerin 71%'si, eklenti \u00fcr\u00fcn\u00fcn temel sat\u0131n alma i\u015flemiyle ilgisi olmad\u0131\u011f\u0131nda vazge\u00e7mektedir*. Ek \u00fcr\u00fcn a\u00e7\u0131k\u00e7a \u00e7ok farkl\u0131 bir demografiyi hedefliyorsa, al\u0131c\u0131 teklif taraf\u0131ndan d\u0131\u015flanm\u0131\u015f bile hissedebilir. Bu durum, m\u00fc\u015fterilerin se\u00e7im yapabilece\u011fi bir dizi \u00fcr\u00fcn sunarak a\u015f\u0131labilir ve herkes i\u00e7in bir \u015fey olmas\u0131 sa\u011flanabilir.<\/p>\n

5. Zaman\u0131m\u0131z\u0131 bo\u015fa harcamay\u0131n!<\/strong><\/h3>\n

\"Al\u0131\u015fveri\u015f<\/a>Al\u0131\u015fveri\u015f yapanlar\u0131n 56%'si, \u00fcst sat\u0131\u015f\/\u00e7apraz sat\u0131\u015f s\u00fcreci i\u015flemi geciktirdi\u011finde vazge\u00e7iyor*. Bu durum, \u00f6zellikle m\u00fc\u015fterilerin \u00e7ok fazla al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131 Noel d\u00f6neminde olduk\u00e7a mant\u0131kl\u0131d\u0131r. Kasalardaki meslekta\u015flar\u0131n\u0131z\u0131n okumas\u0131 i\u00e7in uzun bir senaryo haz\u0131rlad\u0131ysan\u0131z, bu durum stresli m\u00fc\u015fterilerin pek ho\u015funa gitmeyebilir. En iyi sonucu almak i\u00e7in k\u0131sa tutun.<\/p>\n

 <\/p>\n

6. Marjlar\u0131n\u0131z\u0131 koruyun<\/strong><\/h3>\n

\u0130ndirim sunarak marj\u0131n\u0131zdan y\u00fczde olarak fedakarl\u0131k ediyorsan\u0131z, bunun daha y\u00fcksek bir toplam gelir getiren artan i\u015flem de\u011feriyle dengelenmesi gerekir. M\u00fc\u015fteri kazanmak veya rakiplerle m\u00fccadele etmek gibi di\u011fer pazarlama hedeflerine ula\u015fmak i\u00e7in marjdan feragat etmeye istekli olabilirsiniz. Maruz kalaca\u011f\u0131n\u0131z riski hesaplad\u0131\u011f\u0131n\u0131z ve uzun vadede daha b\u00fcy\u00fck kazan\u00e7lar elde etmek i\u00e7in buna de\u011fece\u011fine karar verdi\u011finiz s\u00fcrece bu sorun de\u011fildir.<\/p>\n

7. Bunun hakk\u0131nda ba\u011f\u0131r\u0131n!<\/strong><\/h3>\n

\u00c7apraz sat\u0131\u015f veya \u00fcst sat\u0131\u015f anla\u015fman\u0131z\u0131n reklam\u0131n\u0131 yapt\u0131\u011f\u0131n\u0131zdan emin olun. Teklifinizi duyurmak i\u00e7in iyi bilgilendirilmi\u015f ve te\u015fvik edilmi\u015f kasa personeli kullan\u0131yor olsan\u0131z bile, yine de haberi yaymak i\u00e7in ek pazarlama faaliyetlerine ihtiyac\u0131n\u0131z olacakt\u0131r. Ma\u011fazada sat\u0131\u015f noktas\u0131 materyalleri kullan\u0131n: kasada, posterlerde, raf kenarlar\u0131nda ve vitrinlerde. Hepsi de tutarl\u0131 bir g\u00f6r\u00fcn\u00fcm ve hisse sahip olan \u00e7izgi \u00fcst\u00fc reklamlar ve \u00e7evrimi\u00e7i destek, mesaj\u0131n hedef kitlenize ula\u015fmas\u0131na yard\u0131mc\u0131 olacakt\u0131r.<\/p>\n

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

Umar\u0131m bu yaz\u0131, Noel'de \u00fcst sat\u0131\u015f ve \u00e7apraz sat\u0131\u015f f\u0131rsatlar\u0131 konusunda g\u00f6zlerinizi a\u00e7m\u0131\u015f ve bunu nas\u0131l etkili bir \u015fekilde yapabilece\u011finize dair baz\u0131 ipu\u00e7lar\u0131 vermi\u015ftir. Posterler, masa konu\u015fmac\u0131lar\u0131 ve tabelalar gibi sat\u0131\u015f noktas\u0131 materyallerinin anla\u015fman\u0131z\u0131 tan\u0131tman\u0131za nas\u0131l yard\u0131mc\u0131 olabilece\u011fini ke\u015ffetmek istiyorsan\u0131z, bizi \u015fu adreste ziyaret edin www.solopress.com<\/a> ya da 01702 460047 numaral\u0131 telefondan bizi aray\u0131n.<\/strong><\/p>\n

 <\/p>\n

*T\u00fcm veriler Solopress 2019 Noel Anketi kapsam\u0131nda toplanm\u0131\u015ft\u0131r. G\u00f6sterilen t\u00fcm istatistikler 1204 kat\u0131l\u0131mc\u0131n\u0131n 100%'sinin yan\u0131tlar\u0131na dayanmaktad\u0131r. Y\u00fczdeler en yak\u0131n y\u00fczde noktas\u0131na yuvarlanm\u0131\u015ft\u0131r. Anket yoluyla toplanan veriler Solopress Ltd olarak ticaret yapan AGA Print Ltd'nin m\u00fclkiyetindedir ve geri ba\u011flant\u0131 yoluyla bilgi verilmeden \u00e7o\u011falt\u0131lamaz. T\u00fcm telif haklar\u0131 ve di\u011fer fikri m\u00fclkiyet haklar\u0131 sakl\u0131d\u0131r.<\/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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