Increase Your Revenue Using Cross-Selling in SAP E-Commerce

  • by Birgit Starmanns, Senior Director, Solution Marketing, EPM and Finance Solutions, SAP
  • January 15, 2006
You may want to provide your online customers with cross-selling recommendations to increase your revenue. These cross-selling recommendations can be global — shown to all customers on the Web — or you can personalize them based on profile data or other information about the customer, such as prior purchasing history.
Key Concept
You can use cross-selling recommendations in multiple channels when creating a sales order. These suggestions entice customers to purchase additional products that are complementary to their primary product of interest. Within direct sales and telesales scenarios, the system shows cross-selling recommendations to the sales representative or the customer service representative. On the Web, customers view cross-selling recommendations as additional detail information for the products they display on the Web.

Increasingly, customers use the Internet to easily research and compare products. Therefore, it is crucial to provide in one place all of the information a customer needs to make a purchasing decision. By using SAP E-Commerce for mySAP CRM, you can include recommendations of complementary products (cross-selling), which are presented to the customer online in addition to the product’s details such as text, images, and specifications. You can also use SAP E- Commerce for up-selling, which provides customers with alternative product suggestions that typically include more expensive products to increase revenue.

You can personalize these recommended products to match the interests of a particular customer. Cross-selling helps the customer to find products that are compatible with the primary product of interest without needing to perform additional searches. For the selling company, these personalized recommendations can increase revenue. They may also increase customer loyalty if recommendations are personalized and provide valuable information to customers.

Birgit Starmanns

Birgit Starmanns is a senior director in solution marketing at SAP for EPM (Enterprise Performance Management) and Finance solutions. Birgit has more than 20 years of experience across solution marketing, solution management, strategic customer communities, and consulting. Her functional experience is in finance, including core SAP ERP and enterprise performance management, as well as customer relationship management, which has allowed her to focus on the integration of cross-functional business processes. Prior to joining SAP, she was a principal in management consulting organizations, redesigning business processes and implementing SAP R/3 and R/2 for numerous Fortune 500 and SME companies, with a focus on management accounting. Birgit holds a BA and an MBA from the College of William and Mary.

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