How to Polish Your Online-upselling Program

(For the purposes of this article, the term “upsell” refers to all incremental purchases added to the consumer’s intended purchase. For a more detailed list of applicable definitions, see sidebar, “A Sell by Any Other Name.”)

Begin with Brand

Experts say branding is the foremost consideration when designing an upsell program. “Customer expectations have to be managed,” explains Ken Burke, president and CEO of e-commerce consultancy Multimedia Live.