Ecommerce Know-How: Identify Related Products and Boost Sales
Good on-site marketing, such as related-product promotions, encourages emotion-driven "joy buying," potentially boosting per-customer revenue and profit. Online shopping can be both a practical and an emotional activity. Often buyers begin an online shopping experience because they seek to save time, save money, or simply for efficiency; but special offers, site interactivity, or good merchandising can encourage impulsive purchases. Academic studies have shown a relationship between what researchers call "the convenience maximization orientation" (when shoppers make purchases in such a way as to be more effective) and "the recreational orientation" or spontaneous shopping. The relationship between the practical, efficient shopper's beh...