Mail order catalog retailers frequently use cross selling to increase sales. When a customer orders an article over the phone, the order taker can suggest additional articles that the customer might buy. For example, if the customer orders a VCR, you might suggest purchasing some blank tapes; for a cellular phone, a leather carrying case.
The sales transaction takes place as normal: The customer chooses an article and the order taker enters it on the sales order screen. The order taker can pressEnter after each article, or wait until the customer has finished selecting the article he or she wants.
The articles that appear in the cross selling dialog box always depend on which articles are in the sales order. If you want to have the system suggest articles based on the customer's past purchasing history or other factors, see
The cross selling dialog box displays the following information:
You can turn off the availability check in Customizing, thereby increasing system performance.
You can set up the system so that if a customer orders a specific article, a list of other suggested articles appears as well. If the customer chooses to accept one of the suggested articles, the article is flagged in the sales transaction data indicating that this article was a result of cross selling. You can then analyze the results in the Business Workbench or Retail Information System to see how successful your cross selling strategy is (that is, how frequently a suggested article is actually purchased by the customer).
For each article, you can assign one or more cross selling articles.
To set up cross selling, you must make the following settings in Customizing:
In order to determine which products are most frequently purchased together, you can use report SDCRSL01 (transaction SE38) to analyze sales orders for a specified period time (for example, for the previous 30 days). The system will search through all the orders, list all the articles purchased, and how often certain pairs of articles (or even three or more) appeared in the same sales order: for example, 10% of the time, customers purchased a specific shirt-and-tie combination. In this way, you can mine the R/3 database to find article combinations that might not have occurred to you (for example, a movie and a CD with the sound track for the movie.
Alternatively, you can manually assign combinations of articles for cross selling purposes, based on other information you may have.