April 29, 2004, 12:00 AM

Batteries.com sparks incremental growth with cross-merchandising strategy

With some 4,000 SKUs mostly in its namesake line of products, Batteries.com is sparking nearly 10% growth by cross-merchandising complementary products like laptop cases and software games, the retailer says.

Kurt Peters

Executive Editor

With some 4,000 SKUs mostly in its namesake line of products, Batteries.com is sparking nearly 10% growth by cross-merchandising complementary products like laptop cases and software games, co-owner Eric Tobias tells InternetRetailer.com.

“We’ve added up-sells and cross-sells in our shopping cart area based on what a customer already has in his cart and we’re finding customers enjoy the shopping experience and are willing to buy other products,” Tobias says. “We’ve seen incremental growth in high single digits.”

He says products featured in cross-merchandising displays–presented with thumbnail images, prices and brief descriptions–are always related to the product a shopper is intending to purchase. With many consumers looking for batteries for their laptops, Batteries.com has experienced success in cross-selling products like tax software and game software, laptop cases and high-powered battery packs.

Batteries.com has been building up its cross-merchandising displays with in-house site-management tools for the past three months, Tobias says.

 

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