This seemingly innocent question
greatly increases the company??™s profit margin.
Cross-Selling: Cross-selling is the practice of offering customers complementary products.
Continuing with the McDonald??™s analogy, when someone orders a hamburger, you??™ll always
hear the phrase, ???Would you like fries with that???? Because it??™s widely acknowledged that fries
go with burgers, and the consumer is ordering a burger, it??™s likely that the consumer also
likes french fries??”the mere mention of french fries is likely to generate a new sale.
Featured products on the home page: TShirtShop already permits the site administrator to
choose the products featured on the main page and on the department pages.
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C H A P T E R 1 5
In this chapter, you??™ll implement a dynamic recommendations system with both up-selling
and cross-selling strategies. Because, at this point, TShirtShop retains which products were
sold, you will implement the ???customers who bought this product also bought . . .??? feature in
this chapter. This system has the advantage of needing no manual maintenance. Our site will
automatically help us to increase our profits without any further intervention!
As mentioned earlier, we??™ll implement the dynamic recommendations system in the visitor??™s
shopping cart and in the product details page. After adding the new bits to your shop, the
product details page will contain the product recommendations list at the bottom of the page,
as shown in Figure 15-1.
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