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How Zara nailed upselling with perfumes? ๐งด
Fact : Zara's India revenue hit โน1,815 Cr ๐ฐ
Myth : It sells only clothes & nothing more ๐ ๐ป
Here's how Zara's perfume upselling works โฌ๏ธ
Have you ever bought from Zara? ๐๐ปโโ๏ธ
Do you remember the last time you went to the Zara store? What did you do observe during the checkout experience? Yeah, apart from the long queue.
Enter - the Zara perfume collection. As soon as you get into the checkout line, you see this full stocked perfume rack. So what's so intriguing about this perfume cross sell touchpoint that makes it a instant buy.
First, the captive shelf space ๐
It hits the nail on capturing user attention when they aren't distracted of buying something else.
Second, the price point ๐ฐ
The average price point of a perfume bottle starts at โน300 to โน 1,500 which is 50% of average Zara outwear. User won't think much about the price point. Check!
Third, low variety on purpose ๐ค
You won't find more than 6 to 7 different shades of perfumes. Ask why? Zara doesn't want you to get confused into the whole stack of varieties. They want you to pick & checkout faster. System design for the world.
And lastly, captivating packaging ๐
It feels nice to hold the Zara perfume packaging making it the ideal gift option.
Wondering what an interest business can learn? ๐ง
Zara is using perfumes to cross sell and increase the average basket size of the order. This could inform which products you could suggest to your checking out customers & also allow them to add them to cart with single click.
That was the Zara perfume story โจ
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