Additional Items: How To Offer Accompanying Goodies And To Grow Online Order Value. Dyson, Loro Piana, Coach, Tiffany & Co., Pandora Examples.

I like the idea of offering customers a focused selection of choices and expanding into related categories—it simplifies customer’s managing numerous purchasing decisions. This approach makes even more sense when 📌the core item is high-value, as it becomes easier for the brand to motivate customers to complement their purchase of the main item with low-priced accompanying goodies.

Examples of such Accompanying Goodies:

• #Dyson recently launched a hair care line. Best known for household appliances, Dyson complemented its range of hairstylers and hairdryers with this new line.

• #LoroPiana, known for high-end knitwear, offers cashmere detergent priced between £85 and £210, depending on the volume. To find it, you really need to be persistent – it’s hidden under the following site route: Art of Living > Decorative Objects > Cashmere Soap.

• #Coach, a brand primarily known for its bags, offers an excellent leather moisturizer and leather cleaner, both priced at £10 each.

• #TiffanyAndCo., best known for sterling silver jewelry, recently re-launched its jewelry care kits. These kits include a special spray, brush, and cloth, priced between £50 and £75.

• #Pandora, a jewelry brand renowned for its bracelet charms, offers a cleaning set for Pandora jewelry that includes a cleaning solution, brush, cloth, and handling tray for £15.

These care products perfectly complement the core lines of each brand. While the prices may be relatively low, motivating customers to purchase them requires minimal effort.

However, none of these brands actively encourages customers to buy these care essentials and therefore grow shopping cart value.

So, how can brands motivate customers to add additional goodies to their cart while shopping online?

Solution: offering accompanying goodies as an extra product along with the core item when a customer adds a core item to the cart.

Logic: In e-commerce database or content management system, establish a relationship between the main item and the accompanying item.

Example on Dyson hairdryer (core) & Thermal protective spray (additional, or up-sell): When the hairdryer product is created, link or "associate" it with the thermal protective spray under a field such as "related products" or "recommended products."

Breakdown of other provided examples:

Core	Additional
Loro Piana cashmere garments	Cashmere soap detergent
Coach leathers (except as listed on official website; buffalo, calfskin, suede or haircalf leathers	Leather cleaner, leather moisturizer
Tiffany Jewellery, Tiffany Leather Items	Care kit
Pandora jewellery (all metals)	Jewellery cleaner set

Display

Product Page Upsell Prompt: When the customer adds the main product (hairdryer) to the cart, trigger a popup or a suggestion box offering the additional product (thermal spray).

• Example: “Customers who bought this hairdryer also purchased our thermal protective spray. Add it to your cart for a perfect combo.”

Cart Page Upsell Prompt: After the customer navigates to the cart page, offer a complementary item as an optional add-on based on the items already in the cart.

• Example: A banner or section in the cart page: “Protect your hair with our thermal protective spray! Add it to your cart for a perfect combo.”

Example workflow:

Step 1: The customer adds a hairdryer to their cart.

Step 2: A modal window pops up suggesting the thermal protective spray as an add-on. The customer can choose to "Add to Cart" or "Dismiss."

Step 3: If the customer dismisses the offer, a banner or section still appears in the cart page suggesting the product.

Step 4: If the customer adds the item, the cart is updated without reloading the page.

*Such approach was also offered in my Case Study on How To Sell Luxury Perfumes Online (here: https://www.2jour-stylist.com/post/how-to-sell-luxury-perfumes)

**I offer tailored consultancy for e-commerce. Details: https://www.2jour-stylist.com/consultancy-services