Komplementära produktegenskaper i merförsäljningsförsök
The modern beauty market is concentrated with intense competition where cosmetic brands fight to stay on top. A popular method in order to gain sales and increase margins is to influence existing customers to buy more with the use of suggestive selling. The purpose of this paper, was to further examine the different effects of suggestive selling with the use of complementary versus non- complementary goods in the form of customer satisfaction, customer view of the service encounter, as well as success in sales. In addition, the influence of the customer's purchase amount on the tendency to buy an extra product in a suggestive selling situation was examined. The study was conducted through the use of a field experiment with the support of surveys in 'The Body Shop'. The results showed that there were no significant differences between selling complementary and non- complementary goods when it came to the customers judgement of how well the employee understood the customer as a consumer, as well as whether they had their best interest at heart. However, complementary items sold better in a suggestive selling attempt and customer satisfaction was higher on a statistically significant level when compared to suggestive selling of non-complementary goods. It was further established that the total purchase amount had no influence on whether the customer decides to buy an extra item. Based on these results, the recommendation for the industry is to implement suggestive selling where it seems appropriate, preferably with complementary goods, but selling non-complementary goods is favourable to the absence of any sort of suggestive selling.