How to use the loyalty program to drive cross-selling?

Ready to ramp up your cross-selling? Because you've finally found a source of practical information on loyalty campaign templates and effective cross-selling strategies that every manager should know!

First, we'll delve into the finer details of this sales approach and reveal six basic best practices to take loyalty program cross-selling campaigns to the next level.

Then, to make it even more hands-on, we'll walk you through real-world examples demonstrating how to implement these strategies in your loyalty scheme, easily increasing revenue. For this reason, we created a comprehensive spreadsheet with business goals, loyalty mechanics, description configuration, and practical tips.

We have a wealth of insights ranging from making decisions based on data to conducting experiments and taking advantage of opportunities that have been postponed to providing valuable services. Let's dive into this and provide you with the information and templates necessary for running successful cross-selling campaigns.

What is the cross-selling strategy and campaign?

A cross-selling strategy and campaign refer to businesses' deliberate and systematic approach to increasing their revenue and customer engagement by promoting and selling additional products or services to an existing client base.

This strategy encourages customers who have already purchased or are using one product/service to consider complementary or related offerings. Here are the expanded definitions of cross-selling strategies and campaigns:

Cross-selling strategies

A cross-selling strategy is a well-thought-out plan devised by a company to leverage its existing customer base and market presence. This strategy aims to capitalize on the trust and familiarity established with current clients by suggesting and promoting additional products/services that align with their needs, preferences, or the original purchase. It involves various elements, such as product selection, customer segmentation, marketing tactics, and sales techniques, all tailored to maximize the likelihood of clients making additional purchases.

Cross-selling campaigns

A cross-selling campaign is a specific, time-bound initiative within the broader strategy. It represents a concerted effort by a company to promote and cross-sell additional offerings to its existing client base through a series of planned and coordinated activities. These activities may include targeted marketing communications, personalized product recommendations, bundled offerings, discounts, and upselling techniques. Cross-selling campaigns are characterized by their focus on a particular set of products or services. Analytics and data-driven insights often support them to identify the most receptive customer segments.

Key components of cross-selling campaigns

1. Customer segmentation

Loyalty managers should analyze data related to existing customers to segment them effectively. Such segmentation helps identify products or services most relevant to specific client groups, ensuring that cross-selling efforts are targeted and personalized.

Browse through the 19 market-proven loyalty segmentation templates.

2. Product knowledge

A deep understanding of the company's offerings is essential. Loyalty managers must identify items that complement each other or provide genuine value when bundled together. This knowledge informs the selection of items to promote in cross-selling and upselling campaigns (upselling campaigns convince clients to purchase more expensive or additional products or services than they originally intended, increasing transaction revenue and customer value).

3. Communication channels

Choosing the right communication channels is crucial to reaching customers effectively. Loyalty managers have to use various channels, such as email marketing, social media, in-app notifications, or personalized recommendations on ecommerce stores, to deliver cross-selling messages.

The omnichannel in loyalty programs. Source: https://www.openloyalty.io/applications#omnichannel-retail

4. Personalization

The loyalty manager and sales team need to use customer data and behavior to craft personalized cross-sell offers and recommendations, increasing the likelihood of a positive response (which means an additional purchase).

Personalization example. Source: https://www.lifesight.io/blog/increase-revenue-with-cross-selling

5. Timing and relevance

Knowing when and how to present loyalty offerings is indispensable. Loyalty managers should incorporate cross-selling opportunities during key touchpoints in the customer journey, such as at the point of purchase, in follow-up communications, or during support interactions.

6. Measurement and optimization

After launching cross-selling campaigns, loyalty managers have to monitor their performance using key performance indicators (KPIs) like conversion rates, average order value, and customer feedback. Continuous optimization ensures that any future cross-selling technique will be more impactful and applicable.

Browse the full list of loyalty program KPIs.

Top six best practices in cross-selling campaigns for loyalty programs

Building cross-selling strategies into loyalty programs can be a transformative approach for companies that want to increase customer engagement, strengthen allegiance, and boost revenue. If you've ever wondered, "What's the key to cross-selling?" — in that case, the next part is for you, as it outlines six basic best and easy-to-follow practices. Let's get to it!

1. Analyze historical data for informed strategies

Incorporating cross-selling into your loyalty programs begins with a deep dive into historical data. All of this to craft personalized cross-selling strategies that resonate with each segment within your program. Take the time to identify common product combinations and examine loyal customers' purchase history, buying patterns, and preferences so that you can create targeted and effective campaigns that reinforce your customer loyalty strategy.

For example, in a coffee shop's loyalty program, data analysis may reveal that members who frequently buy lattes also tend to purchase pastries. Your program can then offer tailored rewards like a free pastry by purchasing a certain number of lattes, enhancing the value proposition for coffee admirers.

2. Embrace experimentation with new approaches

In the context of loyalty schemes, experimentation takes on added significance. Loyal customers often appreciate exclusivity and tailored experiences. That's why continually innovating your cross-selling approaches within loyalty programs is essential. Explore unique combinations, exclusive offerings, or loyalty-specific promotions to surprise and delight your most valued customers. Regularly assess the performance of these strategies and adjust them based on real-time feedback to keep members engaged and satisfied.

Let's say you have an airline loyalty program. Consider experimenting with offering last-minute, exclusive deals on flight upgrades to its top-tier members. This surprises and delights loyal customers and encourages them to continue flying with the airline to unlock more exclusive opportunities.

3. Consider deferred cross-selling opportunities

Recognize that loyal customers may prefer a more relaxed, non-intrusive approach. Instead of pushing additional purchases during their transactions, consider using post-purchase communication within the loyalty program to introduce complementary products or services. Present these offers as exclusive rewards or benefits, further enticing loyal members to explore and engage with your cross-selling offerings.

For instance, an online bookstore's program might send a follow-up email to a customer who has just bought a mystery novel, suggesting other books in the same genre as part of their loyalty rewards, encouraging further exploration and perhaps further transactions.

4. Explore the power of offering services

Loyalty programs provide a unique opportunity to extend the value proposition beyond product cross-selling. Consider enhancing your loyalty scheme with exclusive service offerings that cater to your most dedicated customers. Services like personalized consultations, priority customer support, or members-only events can truly elevate the experience.

Suppose you're a high-end fashion retailer. Your loyalty scheme could provide exclusive, loyalty-only personal shopping sessions where members receive personalized fashion advice. Or, if you're a beauty retailer, your program could include makeup tutorials or styling sessions as exclusive services, adding a compelling dimension to cross-selling within the program. As you can see, this goes beyond product cross-selling and creates a unique perk.

5. Leverage the checkout stage for cross-selling

Incorporate cross-selling into the checkout process within your loyalty scheme to create a seamless and rewarding experience. Online loyalty programs can showcase cross-selling suggestions based on the customer's shopping history. At the same time, well-trained staff can recommend complementary products in physical stores that align with the buyer's preferences and loyalty status. Program members appreciate the convenience and personalized touch, which can lead to higher conversion rates and increased loyalty.

‍If you have an ecommerce platform, your loyalty program can suggest related accessories or add-ons during checkout, with loyalty members receiving special discounts on these complementary items — this enhances the shopping experience and reinforces the benefits of membership.

6. Motivate and empower your staff

Incorporate cross-selling initiatives into your loyalty scheme by motivating and empowering your staff to excel in delivering exceptional service to program members. Consider implementing special training modules to educate your employees about your program's unique features and benefits. Reward and recognize staff for their contributions to the program's success. Empowered and motivated staff members can become advocates for your loyalty scheme, effectively driving efforts and reinforcing customer allegiance.

In a restaurant loyalty program, you can train your staff to suggest exclusive loyalty menu items or special promotions to members. This personalized service reinforces the program's value and encourages repeat visits from loyal ones.

By expanding and fine-tuning these best practices within your cross-selling campaigns and loyalty programs, you can create a synergy that boosts revenue and strengthens customer loyalty. The key is maintaining a customer-centric approach, ensuring that cross-selling efforts within your loyalty scheme enhance the overall member experience and build long-lasting relationships based on trust and value.

Examples of effective cross-selling campaigns for loyalty programs

What is a good example of cross-selling in the area of loyalty building? We'd be happy to show you! Explore prime examples of effective cross-selling campaigns that successfully bolstered programs. Each campaign is designed to enhance the customer experience, boost overall acquisition, and encourage shoppers to get even more value by spending money.

We'll dissect these campaigns' inner workings, examine their underlying assumptions, goals, and configurations, and provide actionable tips for achieving similar triumphs. Let's get down to cross-selling examples for loyalty schemes!

Example 1: "Buy a product from Y category and get 2x points for the whole transaction" cross-selling campaign

Assumptions and goals

This campaign assumes that incentivizing customers to purchase products from a specific category will boost sales within that category and encourage broader spending within the loyalty program. The primary goal is to drive sales in the Y category while enhancing overall customer engagement.

Campaign configuration

Category identification. Define the Y category and ensure it's easily recognizable in your product catalog.
Double points promotion. When a customer purchases any product from the Y category, offer them double loyalty points for their entire transaction, not just the Y category item.
Promotional period. Set a specific timeframe for this campaign to create a sense of urgency and exclusivity.
Proactive communication. Use email marketing, in-app notifications, and on-site banners to inform people about the double points promotion.

Implement this cross-selling campaign by using ready-made templates prepared by loyalty experts. Browse templates now!

Actionable tips for success

Highlight the benefits of earning double points, such as quicker rewards redemption or exclusive perks.
Consider segmenting your audience to target customers more likely to be interested in the Y category.
Monitor campaign performance and adjust the duration or terms if necessary to optimize results.
Provide clear instructions on redeeming double points and tracking their progress.
Encourage clients to share their double points experience on social media to increase awareness.

Example 2: "Buy product A and get a 10% off coupon for product B" cross-selling campaign

Assumptions and goals

This campaign assumes that sales process-related products can increase the average order value and customer satisfaction. The primary goal is to encourage clients who purchase product A to explore and purchase product B at a discounted rate.

Campaign configuration

Product bundling. Identify a product pairing where products A and B complement each other, making them an attractive package.
Discount structure. Offer a discount on product B when a customer adds both product A and product B to their cart.
Promotional messaging. Communicate the discount and the benefits of buying both products together, such as cost savings or enhanced functionality.
A/B testing. Experiment with different discount percentages to determine the most effective incentive.

Implement this cross-selling campaign by using ready-made templates prepared by loyalty experts. Browse templates now!

Actionable tips for success

Use personalized recommendations to suggest product B to customers who have already purchased product A.
Provide examples of how members can use products A and B together to solve common customer challenges.
Create a visually appealing bundle presentation on your website including high-quality images and compelling copy.
Monitor cart abandonment rates during the campaign and consider retargeting strategies for customers who added both products to their cart but didn't complete the purchase.

Example 3: "Get 1,000 extra points for buying X and Y products in a bundle" cross-selling campaign

Assumptions and goals

This campaign assumes that incentivizing customers to purchase a bundle of related products can boost customer retention, increase the average transaction value, and foster brand loyalty. The primary goal is to reward clients who buy products X and Y together by offering them 1,000 bonus loyalty points.

Campaign configuration

Bundle selection. Carefully choose products X and Y to create a compelling and relevant bundle.
Loyalty points system. Implement a loyalty points system where customers earn points for their purchases, and in this specific promotion, they receive an additional 1,000 bonus points when they buy the bundled products.
Discount pricing. Set a special price for the bundle that offers a noticeable discount compared to purchasing the products individually.
Promotional messaging. Communicate the benefit of earning 1,000 extra points when customers purchase the X and Y bundle. Highlight the value of these points: they can be redeemed for discounts, exclusive items, or other rewards.
Promotional period. Specify the duration of the campaign and promote it as a limited-time offer.
Marketing collateral. Create promotional materials to showcase the bundle, such as banners, email newsletters, and social media posts.

Implement this cross-selling campaign by using ready-made templates prepared by loyalty experts. Browse templates now!

Actionable tips for success

Highlight the loyalty points that customers can earn by purchasing a bundle.
Showcase the value and benefits of owning products X and Y together.
Consider offering customization options for the bundle, allowing customers to choose variations or additional accessories.
Create an eye-catching product bundle presentation on your website, featuring high-quality images, engaging product descriptions, and persuasive copy highlighting the value proposition of the bundle.
Monitor the inventory of both products to ensure availability throughout the campaign.
Leverage customer reviews and testimonials to build trust and credibility around the bundled offer.
Keep a close eye on cart abandonment rates during the campaign. Implement retargeting strategies to re-engage customers who added the X and Y bundle to their cart but didn't complete the purchase. Consider offering a reminder of the 1,000 bonus points as an additional incentive.

Summary

In conclusion, effective cross-selling techniques go beyond increasing sales — they involve addressing customer needs and establishing trust. Achieving a win-win scenario is possible through the use of carefully crafted templates and a customer-centric approach. To level up your cross-selling campaigns, it's essential to gain a deep understanding of your target audience, customize your offers, and prioritize transparency.

As you embark on your sales journey, continually adapt and refine your strategies to align with your business goals. Dedication and a focus on people can enhance sales and provide a satisfying experience. To get started, download our loyalty campaign templates for valuable insights on cross-selling and spreading positivity. Best of luck!