03/09/2008 - Cross merchandising is an in-store marketing concept that assures that the sales points and sales opportunities (impulse purchases) of a product are expanded by placing a product not only within its own product category but also next to complimentary products. This can increase turnover significantly. For certain products, this can take place in completely different distribution channels. The classic Cross Merchandising concepts are those where, for example, cans of Coca-Cola are placed next to bottles of Bacardi, whip cream next to desserts, batteries next to devices that are battery operated, and dip next to chips. But there is also candy and lemonade that’s sold at building supply stores. You will see that impulse purchases of these types of unrelated products rise significantly. This is already happening regularly in supermarkets, but other areas are often unaccustomed to this approach. It is often interesting to discuss and potentially develop not only the usual combinations, but all the possibilities of Cross Merchandising for certain products, so that one can sell cans of lemonade in Skate Stores or bottles of shampoo and conditioner in the hair styling departments of electronics stores, or even hair-dryers in hair salons. The trick is to look creatively at the distribution channel and to brainstorm alternatives. You will see that many in-store possibilities remain unexplored. 

Are you interested in brainstorming Cross Merchandising possibilities for your product (group) with an external, experienced party? For an informational appointment, please contact biancavandongen@tchai.nl