{"id":7191,"date":"2012-03-29T21:13:18","date_gmt":"2012-03-29T20:13:18","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=7191"},"modified":"2012-03-29T21:58:46","modified_gmt":"2012-03-29T20:58:46","slug":"up-selling-cross-selling","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2012\/03\/29\/up-selling-cross-selling\/","title":{"rendered":"Up selling & Cross selling"},"content":{"rendered":"

Sc\u00e8ne 1 :<\/p>\n

Je suis dans le train, il est 21h, je rentre sur Rennes.
\nJe souhaite manger un morceau avant d’aller m’installer pour bosser encore un peu.
\nLe serveur me demande ce que je veux.
\nJe choisi le \u00ab\u00a0wrap aux l\u00e9gumes grill\u00e9s\u00a0\u00bb.
\nIl me propose de prendre le menu, et m’explique que, pour 8\u20ac65, j’ai droit \u00e0 une boisson et une entr\u00e9e.<\/p><\/blockquote>\n

Le serveur fait une action commerciale, il me propose en fait un \u00ab\u00a0pack\u00a0\u00bb, permettant \u00e0 tout le monde d’y gagner : il permet \u00e0 sa compagnie d’augmenter son chiffre d’affaires, et moi, j’ai un \u00ab\u00a0ensemble\u00a0\u00bb qui correspond au fond \u00e0 mon besoin, avec une remise, par rapport \u00e0 l’achat individuel de chaque produit.<\/p>\n

Quelques d\u00e9finitions :<\/p>\n

D\u00e9finition de Capitaine commerce<\/a> :\u00a0cross selling<\/strong>\u00a0: produits crois\u00e9s,\u00a0up selling<\/strong>\u00a0: mont\u00e9e en gamme<\/p>\n

D\u00e9finition Wikipedia<\/a> :\u00a0La\u00a0vente additionnelle<\/strong>\u00a0(dite aussi\u00a0vente crois\u00e9e<\/em>\u00a0ou\u00a0cross selling<\/em>) est une technique de vente par laquelle un vendeur (en magasin, en d\u00e9marchage, par t\u00e9l\u00e9phone) profite de la vente ou de l’int\u00e9r\u00eat manifest\u00e9 par un acheteur pour un produit donn\u00e9 pour proposer et vendre un produit compl\u00e9mentaire ou un produit sup\u00e9rieur au produit initialement acquis ou vis\u00e9 par l’acheteur<\/strong><\/p>\n

On peut donc appeler \u00e7a de l’up selling, en ce sens que cette action a consist\u00e9 en fait \u00e0 me proposer un autre produit que celui que j’avais initialement choisi : on me guide d\u00e9licatement vers un achat plus important (mont\u00e9e en gamme).<\/p>\n

Ce qui fait que la vente se fait ou non est assez subtile :
\nIl ne faut pas proposer le produit, plus cher, trop t\u00f4t. En l’occurrence, le vendeur a attendu que j’ai fait mon choix.
\nIl faut proposer un pack compatible avec mes besoins, mes choix initiaux.<\/p>\n

Sc\u00e8ne 2 :<\/p>\n

Je suis dans le train (encore !). Il est 19h30, et je rentre de Lyon vers Paris.
\nJe souhaite manger un morceau.
\nEn fait, j’aime bien manger dans le train ;).
\nLe serveur me demande ce que je veux.
\nJe choisi une formule, avec un plat, une entr\u00e9e, et une boisson.
\nLe serveur, tout en pr\u00e9parant l’ensemble, me propose un dessert, puis me demande si je souhaite prendre un caf\u00e9 apr\u00e8s mon repas.<\/p><\/blockquote>\n

Le serveur fait encore une action commerciale, de cross selling. Je reste sur mon choix initial, mais ce choix est compl\u00e9t\u00e9 par des produits, qui sont compatibles avec mon \u00ab\u00a0panier\u00a0\u00bb, et qui compl\u00e8tent bien mes choix initiaux.<\/p>\n

L\u00e0 encore, le timing est important, comme la posture. Le serveur n’est pas insistant, il apparait plut\u00f4t comme voulant rendre service, s’assurer que je n’oublie rien.<\/p>\n

Alors, sur votre site, vous faite du cross selling ? De l’up selling ?<\/p>\n

UPDATE suite au commentaire de R\u00e9gis :<\/p>\n

Le vocabulaire est effectivement un peu d\u00e9licat et pas toujours clair, entre up et cross selling. Mais bon, faire des ventes additionnelles, \u00e7a, c’est clair !<\/p>\n","protected":false},"excerpt":{"rendered":"

Sc\u00e8ne 1 : Je suis dans le train, il est 21h, je rentre sur Rennes. Je souhaite manger un morceau avant d’aller m’installer pour bosser encore un peu. Le serveur me demande ce que je veux. Je choisi le \u00ab\u00a0wrap aux l\u00e9gumes grill\u00e9s\u00a0\u00bb. Il me propose de prendre le menu, et m’explique que, pour 8\u20ac65, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[379,371,373],"class_list":["post-7191","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-e-marketing"],"yoast_head":"\nUp selling & Cross selling - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2012\/03\/29\/up-selling-cross-selling\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Up selling & Cross selling - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Sc\u00e8ne 1 : Je suis dans le train, il est 21h, je rentre sur Rennes. Je souhaite manger un morceau avant d’aller m’installer pour bosser encore un peu. Le serveur me demande ce que je veux. Je choisi le \u00ab\u00a0wrap aux l\u00e9gumes grill\u00e9s\u00a0\u00bb. 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