In this model, services or products from a formerly excluded industry are added to the offerings, thus leveraging existing key skills and resources. In retail especially, companies can easily provide additional products and offerings that are not linked to the main industry on which they were previously focused. Thus, additional revenue can be generated with relatively few changes to the existing infrastructure and assets, since more potential customer needs are met.
How they do it: Lufthansa offers its clients inflight shopping and a webshop to buy aviation related and non-related products during their time in the plane or from their home. This allows Lufthansa to increase the revenue from their customers with non-flight related products as they can target a customer group which typically has significant purchasing power.
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How they do it: In its stores, Tchibo offers customers not only coffee-related products, but other products and services, ranging from consumer goods to household appliances and travel insurance. Thereby, additional revenues are generated with few changes to the infrastructure.
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How they do it: After starting with offering a marketplace for accomodations, Airbnb added the experience and restaurants category to their website, allowing customers to book experiences such as sightseeing tours, cooking classes, and various cultural activities right through the Airbnb website and get recommendations for activities close to their booked accomodation.
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How they do it: Aldi combines the selling of groceries with weekly changing non-food offers. The attractive non-food offers attract a lot of customers to their store including those who might wouldn’t shop their otherwise.
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How they do it: Flyeralarm starting with flyers, added various other products to its portfolio, all having in common to be able to be individualized with a company’s brand / name.
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Below, the top industries for the pattern "Cross Selling" are displayed, in order to get insights into how this pattern is applied across different industries. We've collected data from 5 firms using this pattern.
Below, the pattern "Cross Selling" is analyzed based on co-occurrence, in order to get insights into how this business model pattern is applied in combination with other patterns within the firms we studied.
