Cross-Merchandising

Cross-merchandising is a retail strategy that involves displaying products from different categories together to generate additional revenue, usually by catering to a specific consumer occasion or routine.

In the context of the evolving beverage market and the multi-beverage-strategy, cross-merchandising is used to capture unplanned impulse buys (which account for roughly 70% of beverage purchases). Examples include:

• Pairing soft drinks or adult-soft-drinks with premium snacks.
• Displaying energy drinks alongside fitness supplements.

This strategy is highly effective for targeting specific daypart-customization routines, allowing retailers to suggest a complete “occasion” to the consumer rather than just a single product.