13 examples of cross-selling by consumer electronics retailers

Most eCommerce retailers in the consumer electronics sector fully understand the power of cross-selling and upselling in driving revenue and conversions. Like the fashion industry, consumer electronics is often driven by impulse purchasing.

Shoppers usually have a specific product in mind before they start browsing online, but there's often significant flexibility regarding the products and accompanying offers available.

We've explored the benefits and examples of cross-selling in fashion and beauty brands. Let's highlight how this strategy can be effectively applied in the consumer electronics space to enhance customer retention and boost profit margins.

What is cross-selling for consumer electronics brands?

Cross-selling involves recommending supplementary products or services that complement what's already in a customer's cart. For example, when purchasing a mobile device, customers can benefit from offers on accessories like chargers, cases, and headphones.

Cross-selling can significantly impact revenue when executed effectively, potentially adding thousands to a retailer's bottom line. Customers looking to buy a TV might also consider speakers and media players to enhance their online shopping experience.

Just as fashion brands encourage customers to "complete the look," consumer electronics brands should emphasize the importance of "getting the setup."

What is upselling for consumer electronics brands?

There's always an opportunity for upselling, with various options available for TVs, laptops, game consoles, and household appliances. The challenge lies in identifying moments to promote premium devices.

Higher-priced models typically offer specifications and features that their more affordable counterparts cannot. It’s crucial to demonstrate these benefits rather than merely suggesting a different product without justified reasoning.

Here are a few examples:

• TV: Showcasing a premium model's superior picture quality and color range.
• Printer: Highlighting the long-term savings on ink with a more efficient, higher-priced printer.
• Fridge: Illustrating potential savings on utility bills through energy-efficient models.

This article focuses on cross-selling strategies that leading consumer electronics brands leverage through platforms like Shopify and BigCommerce to optimize their average order value (AOV). By implementing personalized marketing techniques, effective promotions, and discounts, retailers can enhance customer loyalty, encourage repeat purchases, and drive business growth.

Using segmentation and machine learning can further refine these strategies, aligning them with consumer behavior for better results.

‍Example #1 – Currys – The full range

Putting a TV in your cart at Currys triggers a range of recommendations. The first is a ‘care & repair’ package covering damage and defections. There’s even a subtle upsell here, with savings on lengthier plans.

Then, we see installation extras like brackets. Finally, we see recommendations on separate products that go with our TV, like sound bars. It’s a logical user journey that likely increases Currys' AOV.

Example #2 – Mobiles.co.uk – Brand match

As we mentioned earlier, mobile devices have many accessories that can be used for cross-selling. At Mobiles.co.uk, the strategy is to recommend just a few Samsung essentials to customers checking out with a Samsung device.

It’s simple yet valuable for those who know their model will not come with a charger or earphones and may otherwise purchase these elsewhere.

Example #3 – Best Buy – Build a package

Keyboards turn a tablet into a mini laptop. Best Buy knows this, so the brand has a slick process for recommending the former.

We head onto our choice of iPad and see a deal for keyboards down the bottom. As an added touch, we see how much we save with a bundle.

Example #4 – Sonos – Build a complete set

Home audio is a perfect category for cross-selling. If I try to checkout with one speaker, I’ll almost certainly see recommendations for other units to complete a ‘setup’. 

Even if I have a complete set, I might need cables or subscriptions to streaming platforms to complete my order.

Wireless specialist Sonos uses recommendations at the checkout to show how much I can save by adding an extra speaker for an ‘entertainment set’. You know what, I might just do that.

Example #5 – AO – Selling additional services

Cross-selling your services creates a massive opportunity for high-margin sales. AO does this by pushing its ‘five-star’ membership, which includes unlimited deliveries, longer return dates, and exclusive deals.

There’s also a small cross-sell for recycling the packaging—a nice touch for eco-conscious shoppers—and recommendations of products bought with our cart.

Example #6 – Bose – As a gift

We figured cross-selling was ever-present within consumer electronics, but we wanted to test that theory. Our search led us to headphones: a true standalone product with few accessories to naturally consider.

We headed onto Bose and found a recommendation for a gift box. There we have it – even something that screams ‘single-item order’, there’s always a recommendation to be made.

Example #7 - Hewlett-Packard - High relevance 

We won’t lie—when it came to the relevance of our recommendations, some brands really let us down. This might explain why some of your favorites didn’t make this list. 

One of the most common issues was getting a recommendation for a cheaper product. Hewlett-Packard does things correctly by sticking to accessories we’re likely to buy. We have product care, laptop bags, a mouse, a keyboard, and less common choices like microphones. 

Every single recommendation makes sense in the context of our order.

Example #8 - Dyson - The explainer

We’d guess that selling vacuum accessories is much harder than doing the same for game consoles or mobile phones. 

Case in point: most shoppers clearly know the functions of an extra games console controller or smartphone case. However, fewer people know what a ‘Reach Under Tool’ does, so Dyson recommends a succinct explainer. 

The household appliance company should only have two suggestions; otherwise, the page might get cluttered. But the extra detail certainly serves a purpose.

Example #9 - Google - Build it yourself

Trust Google to do things better than most. Two words: customizable recommendations. We love them. 

Shop for a Google Pixel mobile device and select different colors for your earphones and case.

Example #10 - Viking Direct - Must haves and nice-to-haves

After focusing on the B2C arena, we wanted to see how a more B2B-oriented retailer cross-sold customers. 

Viking Direct has a useful ‘second chance’ feature for customers looking into printers. First, we see our recommended ink cartridges at the bottom of the page. We see them again when we add our product to the cart, which is justified when you think that very few shoppers will purchase a new printer but won’t need ink.

There are also a couple of discounted items at the checkout. They’re not related to our order. However, as these are low-value office essentials, we bet plenty of shoppers place them in their carts.

Example #11 - GameStop - Focus on one option

Sometimes, shoppers see tens of recommendations based on a single product view. In GameStop’s case, the brand focuses on one thing in particular. 

We’re browsing a pre-owned console and see a ‘Add a Protection Plan & replace your purchase no-questions-asked’ that really grabs our attention.

When you buy a pre-owned device, it’s natural to wonder how long it will last. GameStop recognizes this and makes a big feature out of something that can ease that worry.

Example #12 - Apple - Step-by-step

Is Apple upselling or cross-selling by letting us customize every aspect of our Watch? In our opinion, it's a bit of both.

We have extras, like connectivity options, but the choice of straps essentially puts our product into a premium bracket. Either way, we like the slick experience and the interactivity.

Example #13 - Sony - Deals and recommendations

Most orders of audio equipment can be expanded by recommending complimentary products. Take the example of Sony, which blends ‘bundle offers’ with typical suggestions, like its Home Theatre Receiver. 

For all we know, the headphones in the bundle could be in excess stock, making them even more valuable.