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• W2401184037 abstract "Abstract Add-on selling can provide new chances to increase sellers’ pro ts and meet cus-tomers’ needs. Although prior studies have advocated add-on selling for its businessvalue, there is an argument that add-on selling can cause customer repulsion. There-fore, we need to understand customer purchasing pattern related to add-on selling inorder to promote it and to mitigate the customer repulsion. To that end, we applieddata mining techniques to the 24,925 transactions of data from an online open marketin Korea. We then conducted feature selection to investigate the most inuential factorsthat can explain the characteristics of add-on selling transactions using a classi cationmodel. We also identi ed association rules among add-on selling and promotions. Fi-nally, based on the ndings in our experiments, we proposed add-on selling strategiesfor the target online market.Keywords: Add-on association rule, classi cation model, customer repulsion,data mining. 1. Introduction Add-on selling is often called as suggestive selling, sales promotion strategy Ebster etal. (2006), or companion selling. Polonsky et al. (2000). Add-on selling can be described asan activity associated with selling any additional products or services to current customers.Blattberg et al. (2001). e.g. if a customer wants to buy a new pair of leather boots, salesmancan recommend the customer to buy a special polish or a leather brush to maintain itsappearance. In most cases, the additional item will add value to the product being purchased,and it can be either a product or a service. These products or services can be related to eachother, but they do not necessarily have to.Add-on selling is originated from restaurant management eld. Prior studies have con- rmed managerial understanding that add-on selling is bene cial in full-service restaurants,and increased sales and improved tips are among the bene ts (Mirman, 1982; McCarthy,1998). Mirman (1982) found that suggesting wines and desserts in restaurants are likely toincrease the sales. In general, proper suggestions also improve customer satisfaction. Mc-Carthy (1998). Add-on selling has been applied to diverse areas from electronic product to" @default.
• W2401184037 created "2016-06-24" @default.
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• W2401184037 date "2015-07-31" @default.
• W2401184037 modified "2023-09-26" @default.
• W2401184037 title "Add-on selling strategies in an online open market" @default.
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• W2401184037 doi "https://doi.org/10.7465/jkdi.2015.26.4.985" @default.
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