Cross-merchandising gets talked about a lot in retail. In practice, it often ends up in the “nice idea” basket rather than something that consistently drives sales. When it works well, it feels effortless to the shopper. When it doesn’t, it looks cluttered, confusing, or simply invisible.
The difference is almost never the concept. It is the execution.
Here are a few real-world cross-merchandising examples we see working on the shop floor, why they work, and what actually moves the needle.
Case Study 1: Cosmetics + Tools
Category: Beauty
Placement: Core cosmetics aisle and end caps
What worked: Placing makeup tools directly alongside hero cosmetic lines sounds obvious, yet it is often missed. In stores where brushes, sponges, or applicators were positioned right next to foundations and powders, basket size increased without any extra promotion.
Why it worked
- The shopper is already in decision mode
- Tools remove a barrier to purchase by answering the “how do I apply this?” question
- The products feel complementary rather than forced
What made the difference: Clear ticketing and tidy presentation. In stores where tools were dumped into a messy tray or hung too high, the opportunity was lost. Where shelves were full, clean, and aligned, conversion lifted.
Impact: In stores with consistent execution, we saw stronger attachment rates on tools and fewer half-empty cosmetic bays where core products were selling through but add-ons were not.
Case Study 2: Health Supplements + Education
Category: Health and wellness
Placement: Shelf edge and adjacent bays
What worked: Rather than cross-merchandising with more products, the win here was cross-merchandising with information. Supplements that sat alongside clear benefit messaging and related ranges performed better than those merchandised alone.
Why it worked
- Health shoppers want reassurance before buying
- Grouping related benefits helps shoppers self-navigate
- Education reduces reliance on staff availability
What made the difference: Consistency. Where shelf strips, wobblers, or info cards were missing or outdated, sales stalled. Where everything was in place and up to date, the range was easier to shop.
Impact: Improved sell-through across linked ranges and fewer abandoned purchases, especially in high-volume pharmacy environments where staff are stretched.
Case Study 3: Seasonal Products + Core Ranges
Category: Home and lifestyle
Placement: Feature ends and side stacks
What worked: Seasonal items paired with everyday essentials outperformed standalone seasonal displays. Think summer outdoor products alongside everyday cleaning or household basics.
Why it worked
- Seasonal urgency combined with familiar staples
- Shoppers justify the add-on more easily
- Displays feel relevant rather than temporary
What made the difference: Timing and maintenance. Early placement captured full season value. Regular infill kept displays looking intentional rather than forgotten.
Impact: Higher unit movement across both seasonal and core lines, with fewer markdowns at end of season.
Case Study 4: Checkout Cross-Merchandising Done Right
Category: Multiple
Placement: Front of store
What worked: Checkout cross-merchandising only worked where the products genuinely solved a last-minute need. Small beauty essentials, health top-ups, or impulse home items consistently outperformed novelty products.
Why it worked
- Low decision effort
- Clear price points
- Obvious use case
What made the difference: Restraint. Too many products killed the impact. The best performing checkouts were simple, tidy, and well stocked.
Impact: Incremental sales that added up quickly across high-traffic stores.
Why Cross-Merchandising Often Fails
From what we see in store, cross-merchandising usually falls down for one of three reasons:
- Poor placement that interrupts natural shopping flow
- Inconsistent execution across stores
- No one owning maintenance once the display is live
The idea might be solid, but without ongoing attention it quietly stops working.
The Takeaway: Cross-merchandising works when it makes shopping easier, not harder. The best examples feel intuitive, are well maintained, and are supported by clear communication at shelf level.
At Plum Agencies, we see first-hand that even strong strategies can fail without consistent execution. When cross-merchandising is done properly, it does not just look good. It drives real, measurable results.
If you are planning cross-merchandising into your next range launch or seasonal activity, execution should be part of the strategy from day one.
