Growing the average basket does not mean twisting arms. Done properly, cross-sell and up-sell even improve the experience — provided they arrive at the right moment.
Selling more without degrading the experience
A badly placed cross-sell irritates; a well-placed one helps. The rule fits in one sentence: offer an add-on relevant, at the moment the spectator is already thinking about it.
The right moment: at payment
The offer works best at basket confirmation. The spectator is in buying mode, the add-on takes one click, with nothing to re-enter and no second payment.
The levers, from simplest to most premium
Bundles & plans
Seats, products and add-ons grouped into one clear offer — 'seat + shirt + parking', for instance. The spectator gains simplicity, you gain basket value.
Add-on products
Shop, catering, various add-ons: offered directly in the flow, they convert without friction.
Golden tickets & upgrades
Exceptional tickets, VIP access, last-minute upgrades: for those who want to experience the event differently, and are willing to pay for it.
Partner prize draws
Tickets to be won, funded by your sponsors: partner revenue and an engagement lever in the same move.
The best up-sell does not look like a sale: it looks like a good idea, offered at the right moment.
Personalise rather than broadcast
A recommendation based on history — what the person has already bought — converts far better than a generic offer shown to everyone. Better targeted, less intrusive.
Measuring the average basket
Track the average basket before and after, the attach rate (share of orders with an add-on) and the margin per lever. You will quickly know what to promote — and what to drop.
Key points
- Offer the add-on at the moment of payment.
- Order your levers from simple (bundles) to premium (golden tickets).
- Make partner raffles both revenue AND engagement.
- Personalise on history rather than broadcasting.
- Steer the average basket and the attach rate.