In the age of the customer, companies are striving more than ever to increase knowledge of and engagement with their customers to improve both loyalty and ancillary revenues. This study by Fusion found that 77% of companies with digital channels offer ancillary products in addition to their core offerings online in order to try to better meet the needs of their customers and increase the average purchase price.
However, not all companies are truly optimizing their ancillary sales to ensure that they are offering the right products to the right people at the right times. In June 2014, Fusion commissioned Forrester Consulting to evaluate how US and UK companies in various industries are managing their online shopping carts and cross-selling ancillary products through their digital channels. To explore this trend, Forrester developed a hypothesis that tested the assertion that there are serious business benefits that can be achieved through an optimized ancillary sales program that are not being realized by organizations with immature segmentation, placement, and testing.
In conducting in-depth online surveys with 159 US and UK decision-makers with responsibility for ancillary products, they found that many organizations are already growing or plan to grow their ancillary sales programs but are lacking sophistication in their strategies.
Download the full study here to find out Fusion’s key recommendation on how your airline can improve the customer experience through the sale of ancillary products or services.