Cross selling and add-on sales are nothing new. If you visit Amazon often enough you'll be more than aware of the best in class method of cross selling, they are the masters. Wish lists, gift lists, recommends, you name it, they have it. Anyway something caught my eye the other day when I was visiting wilkinsonplus.com. They've introduced the 97p shop which essentially offers a range of items for, yes you've guessed it 97p. They promote this shop right across the customer journey.
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By the time you've selected an item from their main range and you are at the checkout your already primed to top-up your purchase with an item from the seemingly low cost range. Most people wont blink at spending an extra 97p on the average transaction and this particular price promotion will easily fly under most shoppers cost radar. The growth and success of retailers like Pound Stretcher on the UK highstreet during this economic downturn also adds weight to this particular promotion. We've already adjusted our psychological perceptions of the value of a £1 and how far it should go. Wilkinsons are effectively taking on these established budget shops by playing them at their own game. A similar approach can be seen if you visit your local Tescos where they've introduced budget ranges that compete directly with the likes of Lidl and Aldi. If Wilkinson.com make a success of this campaign (as I suspect they might) they could end up effectively owning the 97p value in customers minds and will be an endemic part of their brand
