Is the art of the upsell dying?
This is the question NACS Magazine posed in the article, The Art of the Upsell, by John Morell in their October 2015 issue.
It’s difficult for a consumer to hear your message, see your promotion, and accept your offer in a retail world inundated with a multitude of media sources; and to make matters worse, in the c-store market “many convenience stores don’t educate their staff in sales techniques” says Morell. So on the surface it seems as though upselling is dying. But in a c-store, upselling is not dying, to truly differentiate, technology is required.
There’s no doubt a talented cashier can help drive upselling and cross-selling items at the POS by word of mouth and a strong knowledge of the product selections. However as Morell points out in his article, it’s tough for anyone to remember multiple promotions and correctly recommend them to consumers at the right time. It’s also a fine line to not have an overbearing cashier drive consumers away; which is why consistency is required.
Using complex algorithms, with variables such as weather, location, time of day, and product affinities, technologies can provide the most impactful upselling and cross-selling opportunities to c-store consumers (and even prompt cashiers to suggestive sell). The right promotion coupled with a non-intrusive and user friendly touch screen create a handy marketing tool. So is the art of upselling dying? The answer is simple, no…it’s just changing and there are solutions out there that can help improve the art of the upsell.
Learn more about upselling or watch our Impulse® upselling solution in action: