Help Guide - Adding A Cross-Promotion
When we talk about a Cross-Promotion in Growzz, we mean a promotion where two or more products are combined into one shopper offer.
Those products may sit within the same brand family, across different brands, or even across different categories.
Examples could include pasta with sauce, chips with dip, cereal with milk, or drinks with snacks.
Unlike a simple price promotion on one item, a Cross-Promotion is about creating more value through the combination.
Before building one, ask: Why do these products belong together in the shopper’s mind?
The strongest cross-promotions feel natural and useful. They solve a need, support an occasion, or make shopping easier. If the pairing feels random, shoppers are far less likely to engage.
Sometimes the goal is basket growth. You want shoppers to buy two products instead of one.
Sometimes the goal is cross-sell. A strong product can help bring another product into the basket.
Sometimes the goal is joint brand visibility. Two brands working together can create more impact than either alone.
Sometimes the goal is retailer value. Cross-promotions can support meal deals, event themes, seasonal moments, or category-building activity.
Then think carefully about where the value sits.
One product may carry the discount.
Another may stay full price but gain extra sales.
One item may be the hero product.
Another may simply complete the mission.
That matters because volume benefit and funding cost are not always in the same place.
Then think about availability.
All parts of the offer need to be present in the same stores at the same time. If one item is missing, the promotion breaks down.
Then think about redemption.
Not every shopper will buy every required product to qualify. The easier the mechanic is to understand and complete, the stronger results are likely to be.
Then think about ownership.
If multiple brands or business units are involved, who funds what? Who benefits most? How is success measured?
Clear alignment avoids friction later.
Then think about cannibalisation.
Could this promotion shift demand away from other products in your own range? Extra volume on one SKU does not always equal net growth.
Finally, keep the model practical.
Cross-promotions can become complicated quickly. The best plans stay simple enough to execute, explain, and evaluate clearly.
Successful cross-promotions create shopper relevance, increase basket value, and deliver fair commercial returns for everyone involved.
That is how linked products become stronger together than they are apart.
Here are the key takeaways
Cross-promotions combine products to create stronger shopper value.
The best pairings feel natural and relevant.
Volume benefit and funding cost may sit in different products.
Availability and simple mechanics are critical to success.
Strong cross-promotions grow baskets and deliver net value.