10 inspiring examples of cross-selling by jewelry and accessories retailers
Cross-selling is the not-so-secret sauce that turns a regular sale into a revenue-boosting bonanza. Can you get a customer to buy one more item and boost spend?
For eCommerce marketers, especially those in the jewelry and accessories niche, mastering this strategy can significantly improve your Average Order Value (AOV) and enhance customer experience by providing a personalized service.
Here are ten brilliant examples from top jewelry and accessory retailers we found while enjoying the internet and pretending we're getting married.
1. Tiffany & Co.'s complementary pieces
Tiffany & Co. doesn’t just sell a ring—they sell an experience.
When you add an engagement ring to your cart, the site suggests matching wedding bands and complementary pieces like earrings or necklaces.
This approach not only increases AOV but also offers customers a complete look.
Why it works:
- Enhanced customer experience
Tiffany & Co. understands customers' needs and helps them complete their jewelry sets. - Increased revenue
A seamless shopping experience leads to higher conversions and repeat purchases.
2. Pandora’s charm bracelets and charms
Pandora's charm bracelets are a classic example of cross-selling. Each bracelet purchase suggests adding charms, creating a personalized and sentimental shopping experience.
Why it works:
- Customer engagement
Personalization drives customer loyalty and repeat purchases. - Revenue growth
According to a study, personalized experiences can increase revenue by 10-15% (McKinsey).
3. Kay Jewelers protect your jewelry
Kay Jewelers offers customers an "Extended Service Plan" at checkout. This service plan covers repairs and maintenance for the purchased item, encouraging customers to buy more.
Why it works:
- Value-added service
Customers feel secure knowing their investment is protected, leading to higher satisfaction and trust in the brand. - Increased AOV
The added cost of the service plan increases AOV without being a significant expense for the customer.
4. Alex and Ani’s bundles
Alex and Ani offer limited-time bundles of items. In this case, July's symbol of the month is the hibiscus. The bundle includes a bangle and earrings, providing customers with a complete look while increasing AOV.
Why it works:
- Exclusive offer
Limited-time bundles create a sense of urgency, encouraging customers to take advantage of the deal. - Higher perceived value
Bundling multiple items together at a discounted price makes customers feel like they are getting more for their money.
5. Zales’ engagement ring personalization
Zales lets customers personalize their engagement rings by selecting the diamond shape, setting style, and metal type. They also offer suggestions for coordinating wedding bands.
Why it works:
- Personalized experience
Allowing customers to customize their engagement ring creates a sentimental value and strengthens brand loyalty. - Higher AOV
Customization options can lead to higher-priced purchases as customers feel more invested in their unique design.
6. Swarovski’s complete the look
Swarovski offers a "Complete the Look" section on their product pages, suggesting complementary items to create a cohesive and stylish look.
Why it works:
- Enhanced customer experience
Swarovski makes it easy for customers to find matching pieces, creating a seamless shopping experience. - Increased revenue
Customers may be more likely to purchase additional items when they can see how well they complement each other.
7. Astrid & Miyu add to bag or wishlist for later
Astrid & Miyu allows customers to "Add to bag" or, if they remove an item from their bag, "Wishlist for later." This enables them to continue shopping while saving items for a future purchase, increasing the chances of cross-selling.
Why it works:
- Flexibility
Customers can save items for later without losing them in their cart, improving the overall shopping experience. - Reminder
The wishlist reminds customers to return and complete their purchases, potentially leading to additional sales opportunities.
8. Charming Charlie’s shop by color
Charming Charlie allows customers to shop by color, making finding coordinating accessories for their outfits easier.
Why it works:
- Convenience
Shopping by color saves customers time and effort finding matching items, leading to a positive shopping experience. - Upselling opportunities
By grouping products by color, Charming Charlie can suggest complementary pieces that may not have been considered.
9. David Yurman’s trending now
David Yurman highlights their "Trending Now" section, showcasing popular items and styles currently in demand. This creates a sense of urgency for customers to purchase these coveted pieces.
Why it works:
- FOMO (Fear of Missing Out)
Customers may need to purchase trending items before they sell out, leading to more immediate sales. - Increased revenue
Highlighting popular items can lead to impulse purchases and higher AOV as customers want to stay on-trend.
10. James Avery’s charm bundle
James Avery offers a "Charm Starter Set" with a charm bracelet and two charms, encouraging customers to add to their collection over time.
Why it works:
- Value-added offer
The bundle provides customers with everything they need to start their charm collection, making it easier to make the initial purchase. - Upselling opportunities
As customers add more charms to their bracelets, James Avery can suggest complementary pieces and encourage repeat purchases.
Cross-sell to win
Effective cross-selling strategies can dramatically boost your revenue and improve customer experience.
By taking cues from these top jewelry and accessory retailers, you can enhance your eCommerce strategy and see tangible results.
