In this model, services or products from a formerly excluded industry are added to the offerings, thus leveraging existing key skills and resources. In retail especially, companies can easily provide additional products and offerings that are not linked to the main industry on which they were previously focused. Thus, additional revenue can be generated with relatively few changes to the existing infrastructure and assets, since more potential customer needs are met.
How they do it: Royal Dutch Shell gas stations began selling items unrelated to petrol already in the 1930s. For instance, food and beverages, magazines, household goods etc. This leveraged the network of existing infrastructure to cross-sell a wide array of various products to the same customer base.Top Industries
Below, the top industries for the pattern "Cross Selling" are displayed, in order to get insights into how this pattern is applied across different industries. We've collected data from 5 firms using this pattern.
Pattern Co-Occurrence
Below, the pattern "Cross Selling" is analyzed based on co-occurrence, in order to get insights into how this business model pattern is applied in combination with other patterns within the firms we studied.
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