Mar 26, 2012

Cross-referencing database built for the upsell

Tony Treadway

Tearing down silos is part of what we do when it comes to helping a client sell more product. In this instance, I’m referring to the wonderful world of brick. Nowhere do brick manufacturers cross-reference and upsell products on their websites.

Whether bricks or bagels, the idea is to make an online experience easier for the user and to suggest additional products that can be purchased to give the user more of a one-stop shopping experience instead of just looking for one item. For the brick manufacturer, whose primary business is to sell structural bricks, there is a whole new avenue for profit by recommending matching brick pavers, thin brick and stone (actual brick or stone cut thin for less weight, cost and ease of installation), outdoor fire pits, outdoor kitchens, and even wood-fired pizza ovens.

Our Randy Greear has gone through the client’s inventory of products, previously kept separate by product categories, and created an “also recommended” interface with the user to push matching colors and textures of other brick and stone product. The user will be able to select ancillary products on one screen of the client’s new website to give the client a one-of-a-kind experience enabling them to purchase more – all in one place.

Look at your product lines, then see were there is a cross-referencing opportunity that is built for the upsell.

Tony Treadway


President & CEO

Regarded in the advertising and PR industry as a top strategist, Tony is considered one of the most respected marketing minds in the business, especially in the $600 billion foodservice industry. As president, he leads Creative Energy in serving a variety of regional and national accounts in the textile, hardware, building materials, electronics, nuclear power and health care markets.