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Is a customer more likely to take an upsell if offered a pro

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by

Adam Cook

on 21 December 2015

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Transcript of Is a customer more likely to take an upsell if offered a pro

Is a customer more likely to take an upsell if offered a promotion?
Introduction
Upselling has become a major part of modern day consumerism in the United States. The most common one is at the grocery checkout line, plastered with magazines of your favorite celebrities. Even working in customer service at the Vermont Country Store, this is true as well. It was worth asking, however, if these promotions were effective at whether or not a customer would take the upsell.
Hypothesis
Choosing to play the devil's advocate, I chose to lean towards the side that the promotion would have no effect. The promotion currently running at VCS- and the one I used for my experiment, offers 15% off at the end of the order on one or two additional items. The theory I am leaning this on is the idea that customers will not be prepared for the promotion, or not have time to shop, so will not take the upsell regardless of the promotion.
Experiment
My experiment will take place over two weeks. During this time, I will take two days out of each work week and conduct my experiment as thus:
Experiment
1)The first week I will not offer a promotion. I will instead focus on upselling as I usually do: finding items that the compliment what the customer is already purchasing; (i.e. if a customer is ordering our mountain weave tablecloths, I will attempt to upsell the placemats or the napkins with it. This is usually one of the most effective upsells I use.)

Experiment
2) The second week, I will offer the promotion, and only the promotion. I will not offer any other upsell offers like I did in week one, instead I will use the promotion that is given to us (in this case, 15% off one or two additional items to the order).
Using a simple tally system, I will mark down whether or not the customer did or did not take the upsell for a total of 20 calls each. I will then chart and graph my results.
Results:
Conclusion:
While it may be true that promotions are mostly effective, in my experiment, I did better without the promotion over when I did use it. There were some problems with the experiment, however:
1) The call volume is unpredictable. I had to cut out some data from part of my experiment because on one of the days I conducted this, the call volume required me to be in mostly customer service.
Conclusion
2) I'm horrible at upsells. As can be seen in the chart, the upsells between the two days were not that different. Were I to conduct this experiment again, I would take that into account and have more people take data to get a better variation on the data.
Do promotions affect how you shop?
Group Discussion!
Results
Full transcript