Cross-selling, Up-selling, and Optimising Customer Lifetime Value with Mobile Messaging

How to Cross-sell

To cross-sell, set up an automated mobile message campaign suggesting relevant add-on products and services that complement a purchase your customer has just made, or is about to make, from you.

TIP!

To craft a compelling cross-selling message, use personalisation, hyperpersonalisation, discounts, emotional language, multimedia features and a Call to Action (CTA)!

How to Cross-sell

ExamplePersonalise with customer’s name

Emotional buy-in: “look after your high value purchase”

Hyper-personalise with customer’s latest purchase details and a tailored offer

Two product offers double the chance of conversion

Call to Action

Multimedia & images create excitement about the crosssell products

How to Up-sell

To up-sell, offer customers an upgrade to a more expensive and better quality, or higher perceived value, version of the product or service that they’ve browsed or purchased from you.

TIP! TIMING IS KEY

To craft a compelling up-selling, for example, for a subscription product like a SaaS solution, you can text offering an upgrade to Premium just before their 14-day free trial runs out. Or you can send an instant text to reverse an abandoned shopping cart, like in our graphic example.

How to Up-sell

ExamplePersonalise with their first name

Conversational tone and a question to illicit a simple “yes” in the customer’s mind.

Prevent cart abandonment as well as up-sell to a higher value product.

Offer a higher value product than the one being browsed

CTA reminding the customer that this is an enhanced product at a special price just for them.

An image of the upgraded phone promotes emotional connection and desire for the product.

Why is Customer Lifetime Value Important?

Customer Lifetime Value (CLV) is a critical metric that gives you an instant big picture view of the average amount a customer spends with you during their entire relationship with your brand. If you’re continuously improving your Customer Experience (CX) and upselling and cross-selling effectively, this figure should continually rise over time.

TIP! TIMING IS KEY

Lower churn and higher retention rates mean a higher CLV which equals a better Marketing and Sales ROI. The

Cross-sell and up-sell for Hospitality

Mobile messaging is a great way to cross-sell and upsell in the hotel industry as guests are already used to giving hotels emails and mobile numbers, making opt-in easier. Anticipating a relaxing holiday puts people in the mood for treating themselves to upgrades and extras.

Whatever your industry, inviting repeat visitors or purchasers to join a VIP club with exclusive offers is a great way to make loyal customers feel appreciated and understood and increase up-sell and cross-sell conversions.

Cross-sell and up-sell for Hospitality

Example

UP-SELL

CROSS-SELL

The hotel already has their payment details so use Viber’s two-way communication feature to get the customer to convert within the text message itself.

Add a link to escalate any more complex queries to a live customer service agent.

We’ve used historical data to determine this guest always uses the spa. The offer is highly personalised. The deadline gives the CTA urgency and leaves scope for 1-2 reminder messages to increase the conversion rate.

Cross-sell and up-sell for Banking and Finance

In the Finance sector personalised, authentic and relevant up-selling and cross-selling are essential. Use historical and real-time account, transactional and behaviour data to match offers to customers’ genuine requirements. Be customer-led not product-led.

Cross-sell and up-sell for Banking and Finance

Cross-sell and up-sell for eCommerce

The eCommerce Viber mobile message example below is multi-layered and enables both up-selling and cross-selling with just one call to action. The subscription offered is a cross-sell product that upsells by guaranteeing and increasing the future sales of the previously purchased coffee blend. The service is offered with a free delivery trial as an incentive to sign up, and the free trial of the other coffee blend is a crosssell incentive that could convert to a sale in the future.

49% of people who up-sell agree that understanding and anticipating customers’ needs is key to success.

Cross-sell and up-sell for Retail

Mobile messaging doesn’t operate in a silo. It’s a critical element of any omnichannel marketing strategy. The mobile message below is part of a seasonal omnichannel campaign in which pet accessory customers are invited to check in on social media when they visit the brand’s bricks and mortar store. In return, they get a discount of 15% when they spend over £100 in-store and show their check-in, which is £30 over the brand’s AOV of £70.

This utilises multiple marketing channels, connects online and offline touchpoints and is a pre-emptive up-sell offer to get customers to spend more than the average customer usually does.

Omnichannel is critical — 54% of consumers research a product online and buy instore, while 53% view in-store and purchase online.

If you’re wondering why you should cross-sell and upsell via mobile messages, consider the mind-blowing statistic that around 7.3 billion people (over 90% of the global population) now own a phone that can receive texts! Furthermore, while 98% of text recipients are likely to open their messages, only 20% of people are likely to open a marketing or sales email.

If you’re ready to start increasing your CLV, find out why Viber is a great channel for your mobile campaigns.

There are more than 1.1 billion Viber users worldwide

10 Reasons to Use Viber Business Messages

Viber is available in more than 40 languages

It’s currently used in 190 countries

There are more than 70 million interactions on Viber every hour

There are 3 types of Viber messages for every occasion: Promotional, Transactional and Conversational

Multimedia features such as emojis, images, video get emotional buy-in from customers

You can create a Viber community where all your customers can chat and give feedback

You can create branded Viber stickers and GIFs for customers to share in their messages

Viber messages are protected by end-to-end encryption

You can offer real-time customer support via Viber

Viber has an automatic failover to SMS, which improves open, read and click rates.

Going big — how CPaaS adds value

Communication Platform as a Service is a highly customisable cloud solution that adds real time communication features to your applications, integrated via API, without the need to build any infrastructure. CPaaS centralises the management of your text, voice, audio, graphic and video marketing and sales campaigns. It facilitates highly personalised interactions for a customer experience that builds customer intimacy, loyalty and increases the CLV.

80% of enterprise leaders are using or intend to use customer engagement platforms and more than 50% of these solutions are CPaaS.

7 ways CPaaS can help you engage, convert and retain your customers:

CONNECTION : Reach your customers on their preferred channels via Viber, SMS, WhatsApp and push notifications.

Timely: Schedule your messages to automatically arrive at the time of day for conversion.

Conversational: Real-time, bi-directional communication build trust and familiarity.

Personalisation: Easy CRM integration for advanced list segmentation and message personalisation, boosted by geotargeting capabilities.

Scalability: Add and remove features in line with business growth and changing customer needs. Scale individual campaigns up and down with 1-2-1 and bulk messaging.

Data & Analytics: Real-time insights into customers’ transactions, behaviour, feedback and preferences enables “hyperpersonalised” campaigns. Data-driven and predictive decisionmaking enables continuous improvement.

Security: Keep customer data and comms safe with two-factor authentication, fraud alerts, verified phone numbers and SMS short codes.

If you haven’t got started with mobile messaging yet, you can use our visual examples and statistics to help you create a compelling business case for mobile campaigns powered by a

Global Message Services (GMS) is a communications platform provider (CPaaS) for Enterprises and an international messaging service provider for Mobile Network Operators worldwide.

We bring the mobile messaging ecosystem together by providing a single access point for messaging traffic exchange between enterprises and mobile operators. You can find out more about our CPaaS Enterprise solution here. www.gms-worldwide.com SHARE THIS FLIPBOOK