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Cross Selling 7#
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.
Examples: Iconic Cases
How they do it: Although IKEA’s core offering is cheaply priced furniture its physical stores offer a lot of other products related to home and living. In addition, IKEA stores usually have both a restaurant as well as a supermarket with Northern European products.
Learn more about IKEA →
How they do it: In a Starbucks, customers may find a selection of conventional food and beverage options (e.g. coffee, pastries). Starbucks cross-sells a host of other products via its stores: For instance, coffee mugs or other merchandise.
Learn more about Starbucks →
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.
Learn more about Flyeralarm →
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.
Learn more about Tchibo →
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.
Learn more about Lufthansa →
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 11 firms using this pattern.
Top Industries
E-Commerce
27% of firms using pattern
27% of firms using pattern
Retail
19% of firms using pattern
19% of firms using pattern
Information Technology
6% of firms using pattern
6% of firms using pattern
All Industries
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.
Top Co-Occurrences
Affiliation
2 pattern co-occurrences
2 pattern co-occurrences
Self-service
2 pattern co-occurrences
2 pattern co-occurrences
Digitization
2 pattern co-occurrences
2 pattern co-occurrences