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Do Sales Mechanisms Pay Off? Evidence From A Systematic Literature Review

Author

Listed:
  • Gao, Lily (Xuehui)

    (Marketing and Strategy)

  • Jia, Yuxin

    (Center for Retailing)

  • Yulzardi, Daniyal Aqeela Aizar

    (Center for Retailing)

Abstract

This study aims to understand how cross-selling, upselling and add-on selling, respectively, impact sales and revenue. In pursuit of this research objective, we conduct a systematic literature review encompassing 147 papers published between 2000 and 2024 from two databases: Web of Science and SCOPUS. We identify an overall positive relationship between the three sales mechanisms (i.e., cross-selling, upselling and add-on selling) and performance outcomes, including sales, revenue, and profitability. We also find that while all three mechanisms positively influence sales outcomes, they do so through distinct pathways. Cross-selling is most effective when supported by targeted promotions and in-store strategies; upselling benefits from personalized, emotionally resonant messaging; and add-on selling yields higher returns when tailored to loyal customers and adapted to product complexity.

Suggested Citation

  • Gao, Lily (Xuehui) & Jia, Yuxin & Yulzardi, Daniyal Aqeela Aizar, 2025. "Do Sales Mechanisms Pay Off? Evidence From A Systematic Literature Review," SSE Working Paper Series in Business Administration 2025:1, Stockholm School of Economics.
    • Handle: RePEc:hhb:hastma:2025_001
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    References listed on IDEAS

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    1. Wong, W.K. & Leung, S.Y.S. & Guo, Z.X. & Zeng, X.H. & Mok, P.Y., 2012. "Intelligent product cross-selling system with radio frequency identification technology for retailing," International Journal of Production Economics, Elsevier, vol. 135(1), pages 308-319.
    2. Chieh-Yuan Tsai & Sheng-Hsiang Huang, 2015. "A data mining approach to optimise shelf space allocation in consideration of customer purchase and moving behaviours," International Journal of Production Research, Taylor & Francis Journals, vol. 53(3), pages 850-866, February.
    3. Goic, Marcel & Rojas, Andrea & Saavedra, Ignacio, 2021. "The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments," Journal of Interactive Marketing, Elsevier, vol. 55(C), pages 118-145.
    4. Behera, Rajat Kumar & Gunasekaran, Angappa & Gupta, Shivam & Kamboj, Shampy & Bala, Pradip Kumar, 2020. "Personalized digital marketing recommender engine," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Goker Aydin & Serhan Ziya, 2008. "Pricing Promotional Products Under Upselling," Manufacturing & Service Operations Management, INFORMS, vol. 10(3), pages 360-376, June.
    6. Reinartz, Werner & Thomas, Jacquelyn S. & Bascoul, Ganaël, 2008. "Investigating cross-buying and customer loyalty," Journal of Interactive Marketing, Elsevier, vol. 22(1), pages 5-20.
    7. Flores, Fernan Patrick & Prasetyo, Yogi Tri, 2024. "Determining factors affecting the upselling acceptance of business class seats among Filipino passengers: An extended theory of planned behavior approach," Journal of Air Transport Management, Elsevier, vol. 121(C).
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