Cross-merchandising is a powerful way to increase impulse buys, improve the shopping experience, and boost sales—sometimes by as much as 20%.
By placing complementary products together, you create engaging retail displays that guide customers toward additional purchases.
Executed well, cross-merchandising increases foot traffic, encourages exploration, and maximizes basket size.
But it’s not just about putting products side by side—it requires strategy.
In this guide, we’ll break down what cross-merchandising is, common pitfalls, and how to design displays that drive results.
What is Cross-Merchandising?
Cross-merchandising pairs complementary products to encourage additional purchases. Done well, it makes shopping more convenient and boosts impulse buys.
For example, a grocery store might display pasta, sauce, and parmesan cheese together—helping shoppers grab everything for a meal in one go.
In apparel, a mannequin styled with a full outfit encourages customers to buy multiple pieces instead of just one.
By grouping products strategically, you guide customers through different sections of your store, making it easier for them to discover new items and spend more.
Common Challenges in Cross-Merchandising
Cross-merchandising can be a game-changer for retail sales strategies, but it’s not without challenges. Poorly planned displays can create clutter, confuse shoppers, or fail to drive engagement.
Here’s how to avoid common pitfalls:
1. Limited Space
Not every store has room for extra displays. The key is to work smarter—not bigger. Modular displays and well-structured layouts help highlight product pairings without overcrowding your space.
2. Cluttered or Confusing Displays
Too many unrelated products can overwhelm customers. Displays should feel intentional, with clear themes that make sense.
Good example: A travel essentials display with luggage, travel-size toiletries, and neck pillows.
Bad example: Adding unrelated impulse buys like sunglasses or snacks, which dilute the theme and confuse shoppers.
3. Brand Alignment Issues
Your product pairings should match your brand’s identity.
A high-end clothing boutique wouldn’t pair luxury dresses with budget-friendly accessories—it weakens the store’s premium image. Keeping categories of merchandising consistent with your brand creates a seamless shopping experience.
4. Tracking Performance
Without tracking, it’s hard to know what’s working.
Use sales data and customer feedback to see which product pairings drive results. Monitor basket sizes, test different layouts, and refine your retail sales techniques over time.
Best Practices for Effective Cross-Merchandising
A well-planned cross-merchandising strategy makes shopping easier for customers and boosts sales. Here’s how to make your displays work harder:
1. Pair Products with Purpose
Grouping complementary items should feel natural—helping customers complete a purchase without second-guessing.
Good example: A home goods store displaying coffee makers alongside premium beans and stylish mugs.
Bad example: Placing coffee makers next to toasters and blenders without a clear theme.
2. Use Visual Merchandising to Draw Attention
The right display techniques influence buying behavior. Use:
Signage: Reinforce product connections with messages like “Complete Your Look” or “Game Day Essentials.”
Lightboxes & fixtures: Highlight featured items and guide customer flow.
Layered shelving: Keep high-demand products at eye level for maximum visibility.
3. Make Displays Seasonal & Timely
Align product pairings with seasons, trends, and promotions.
Back-to-school: Backpacks, lunchboxes, and water bottles in one section.
Holiday hosting: Wine glasses, table settings, and gourmet snacks together.
Limited-time deals: “Buy One, Get One 50% Off” for related products.
4. Test, Measure, and Adjust
Not every pairing will hit the mark. Refine your strategy using A/B testing, sales data, and customer feedback.
Track which product combinations sell best.
Test different signage, layouts, and pricing incentives.
Observe how customers interact with displays and adjust accordingly.
Tools for Enhanced Cross-Merchandising
Cross-merchandising isn’t just about what you pair together—it’s also about how you showcase those products.
The right tools can make displays more engaging and guide customers toward additional purchases.
Lightboxes and Tension Fabric Graphics: Bright, high-impact visuals grab attention and make product groupings stand out. Perfect for feature walls or endcap displays.
Custom Fixtures and Displays: Create structured, easy-to-navigate displays highlighting complementary products. Think modular shelving that keeps items organized and visually appealing.
Signage and Wayfinding Solutions: Use directional signage and category markers to steer shoppers toward featured pairings. Phrases like “Complete Your Setup” or “Everything You Need for Game Day” add clarity and intent.
The right visual merchandising tools improve store aesthetics, help customers shop more efficiently, and increase sales.
How Cross-Merchandising Increases Sales & Engagement
Smart product pairings don’t just improve displays—they influence how customers shop.
When done right, cross-merchandising increases impulse buys, enhances the shopping experience, and boosts overall sales.
Encourages Impulse Purchases
Customers may not plan to buy salsa, but if they see it next to tortilla chips, they’re more likely to grab both.
Thoughtful product placements make buying decisions easier and increase add-on sales.
Leverages the Psychology of Placement
Products at eye level are 82% more likely to sell.
Endcap displays grab 60% more attention than products in aisle rows.
Grouping similar products can increase sales by 14% by simplifying the decision-making process.
Cross-merchandising isn't just about convenience—it’s a strategy that makes shopping intuitive, engaging, and ultimately more profitable.
The Look Company: Enhancing Cross-Merchandising for Better Retail Displays
Cross-merchandising creates an engaging shopping experience that drives sales.
Well-designed displays attract attention, guide purchasing decisions, and encourage customers to explore more of your store.
The Look Company helps retailers maximize their merchandising efforts with modular display systems, lightboxes, tension fabric graphics, signage, and custom fixtures. These solutions enhance product visibility, create seamless displays, and make shopping easier for your customers.
Ready to improve your store’s merchandising strategy? Contact The Look Company to explore solutions that turn displays into revenue drivers.