Each week, L2 answers one of the most frequently asked questions by our clients. In preparation for our Clicks & Mortar event, L2 asked several readers to submit questions for the speakers. This week’s post answers a question submitted for Kroger’s Senior Vice President of New Business Development Alex Tosolini: How is Kroger driving impulse purchases via click & collect?
While the grocery industry done little to prompt impulse purchases towards the end of the checkout process, opportunities exist. Cross-selling by featuring complementary products is an opportunity to increase the consumer’s basket size, and delivers more ROI if personalized. Grocery brands can find inspiration in cross-selling concepts implemented in the retail and beauty categories. L2’s Intelligence Report on Personalization finds three types of cross-selling happening on product pages: Similar items, complimentary items, and recently viewed items. While Kroger’s site displays favorite items and recent purchases on the initial landing page, it misses opportunities throughout product pages and checkout.
Sephora – one of 22 brands offering all three types of product recommendations on their site – is a best-in-class example for expanding baskets through unplanned purchases. The retailer’s “Complete The Look” guide displays other products from the brand being browsed, and the “Similar Products” section displays the equivalent of the product produced by different brands. At checkout, Sephora displays a variety of lower-priced items that are likely to be impulse purchased.
Nordstrom has ‘People also bought” and “People also viewed” sidebars on product pages. However, featured items are not complementary, and encourage substitutions rather than additions to the basket.
Bed, Bath & Beyond also excels at cross-selling, appropriately narrowing and widening the consumer’s choices based on where they are in the research and shopping process. In the initial stages (when the consumer is still in the research phase), Bed, Bath & Beyond provides a wealth of product recommendations to help shoppers narrow in on their desired product. On the product page, it recommends alternate products as well as expensive complementary products. For example, a product page for a juicer will display other juicers as well as blenders.