I like the idea of offering customers a focused selection of choices and expanding into related categories—it simplifies customer’s managing numerous purchasing decisions. This approach makes even more sense when 📌the core item is high-value, as it becomes easier for the brand to motivate customers to complement their purchase of the main item with low-priced accompanying goodies.
Examples of such Accompanying Goodies:
#Dyson recently launched a hair care line. Best known for household appliances, Dyson complemented its range of hairstylers and hairdryers with this new line.
#LoroPiana, known for high-end knitwear, offers cashmere detergent priced between £85 and £210, depending on the volume. To find it, you really need to be persistent – it’s hidden under the following site route: Art of Living > Decorative Objects > Cashmere Soap.
#Coach, a brand primarily known for its bags, offers an excellent leather moisturizer and leather cleaner, both priced at £10 each.
#TiffanyAndCo., best known for sterling silver jewelry, recently re-launched its jewelry care kits. These kits include a special spray, brush, and cloth, priced between £50 and £75.
#Pandora, a jewelry brand renowned for its bracelet charms, offers a cleaning set for Pandora jewelry that includes a cleaning solution, brush, cloth, and handling tray for £15.
These care products perfectly complement the core lines of each brand. While the prices may be relatively low, motivating customers to purchase them requires minimal effort.
However, none of these brands actively encourages customers to buy these care essentials and therefore grow shopping cart value.
So, how can brands motivate customers to add additional goodies to their cart while shopping online?