The practice of cross selling involves offering additional products or services to existing customers. As such the concept is not new in India, but now industry stalwarts are also recognizing the potential, and figuring out strategies to leverage from this medium.
Telecom giant Uninor has announced the ‘Retail Next’ strategy in which it has roped-in small scale vendors from different streams to sell their recharge coupons. Rajeev Sethi, CMO, Uninor, says, “Auto-rickshaw drivers, milkmen, newspaper vendors and insurance agents make routine contact with their customers – often on a daily basis. They bring a service to the doorsteps and are also proficient in carrying out basic financial transactions. With them, Uninor is able to bring its brand and its products to the doorsteps of their customers.”
Uninor has initiated Retail Next strategy only in Maharashtra so far. Sethi further informs, “The response has been extremely encouraging. By being nearer to our customers, these ‘unconventional’ retailers are two to three times more efficient compared with regular retail channels that in turn translate into more business.” The company is going to replicate the same model in other Indian states.
Cross-selling is not confined to small-scale vendors only; in fact, retailers are exploring other options as well. Nino Bambino, a leading specialist in organic clothing for kids has roped in Phoenix Hospital, Greater Kailash, to sell their organic apparel gift packs. Shikha Kumar, Creative Director, Nino Bambino, says, “We have experienced that doctors often do recommend organic collection for infants, this has prompted us to approach the hospital to establish a union with them.”
Win-win situation for all
Such tie-ups are lucrative in numerous ways for both parties. Vendors get an opportunity to earn something extra apart from their regular income. From companies prospective, they do not require to hire separate people to sell their products.
Time hurdle is yet another reason to spurt the cross-selling phenomena. Time pressed customers of these days want each and every thing to be delivered at their door-step. Cross-selling seems a viable option for them. This may be a reason that big corporate houses are also not shying away exploring a traditional format of selling in a new way.