A cross-promotion is a multi-product commercial model, where different products may play different roles in the offer.
Key considerations:
Product pairing – are the products complementary and logical to the shopper?
Participation (redemption) – not all shoppers will engage with all elements
Where the value sits – which product carries the discount vs which drives volume
Expected volume uplift – may differ across products in the promotion
Funding responsibility – may sit with one brand, or be shared across partners
Coverage alignment – all products must be available in the same stores
Cannibalisation within your range – uplift on one SKU may reduce sales of others
A strong cross-promotion drives incremental basket value, while clearly managing who benefits and who funds the activity.