In our last few blogs we have talked about the difference that upsells or extra products could make to our business, as well as thinking about how to design and deliver them to maximise customer engagement, satisfaction and ultimately revenue.
Over the last year or so I have been increasingly asked by a number of clients, ‘how many up-sells is too many?’ And ‘Where is the best place to up-sell’? – these have mainly be aimed at the online experience, and it’s where we are going to focus in this blog.
Before we start, let’s look back at some of the points we raised in our last two blogs, namely thinking about being relevant and showing complimentary offers to the products being browsed or already in basket.
How strange would it be if a waiter offered to call you a cab as you ate your starter, or offered to take your coat as you polished off desert? We must think in the same way when we look at where in the journey we offer up-sales or extra items.
To do this, let’s look at how I like to break down an online transaction. There are other ways for other purposes but I like to use these three when talking about up-selling
I haven’t actually picked anything yet, I am merely looking through some shows or events to see what works well for me. I could be ABOUT to pick or pressing that first button. A number of systems, including Booking Protect’s partner AudienceView have a fantastic pre basket upsell.
A pre basket upsell may sound premature, but let’s think about. I was clicking on £50 seats, when I get offered the ‘chance’ to upgrade to a VIP package, which includes front row seats, champagne arrival and programme, all for JUST £75 per head.
This one click impulse ‘hell yeah’ upsale is one of the easiest and through a simple single click allows a 50% revenue bump, not bad eh? This works for packages with multiple elements, that have a brand or name wrapped around it.
The basket can be a crowded place, so much so I believe why we are now, more and more calling them carts! It is still possible to sell the VIP package at this stage, but the customer has browsed shows picked seats and perhaps prices, so to do it now may seem (to them) more work than they can be bothered to.
Let’s not forget that bubbly though!
An upgrade to the ticket type could work here, we could enhance the visit or make it special by selling the champagne upgrade. Of course, we don’t want to negate from the super special VIP package, so it may simply be drinks options or to purchase a programme, again, being able to be super relevant and focused, based on cart contents.
So we are now actually buying, by this I mean committing our basket and we are perhaps giving or getting logistics, where to deliver to or pick up from.
Now is the perfect time for those extra elements related to coming or not coming. It’s all about Express delivery, print at home and payment. Refund protection sits perfectly here, we have chosen the show, the seat and price, what would happen if we cannot make it?
The customer has that clear monetary value in front of them, now is the chance to explain how, if they could not make the event we could help them get almost all of that money back.
Yes! There CAN be too many- there are numerous commerce sites that give you pages of up-sales for what should be a simple transaction. I filmy believe it’s not the number so much that annoys customer s it’s poor targeting or presentation. As we have said throughout this series, it’s about being relevant. We are in our programming of our venues, we must be also in targeting and delivering extra offers, packages and ultimately revenue to our businesses.