Cross-sell

I was thinking of where the most convenient place to find some balloons sometime last week, when I thought about the party packs rack in the local bakery supply shop. Balloons are not part of baking supplies, but the shop owner sells balloons because people who buy baking supplies to bake cakes for parties are likely to want balloons too, so they are seizing this opportunity to do cross-selling, which is to sell additional products or services to an existing customer.

Similarly, a kakak cooking various lauk for her gerai nasi campur would do better to add more side dishes (for example eggs and potato-based dishes) rather than to add more variety of main dish (for example chicken and fish) because customers are likely to choose one main dish and one side dish rather than take two main dish. Having a sizable number of side dish options to choose from would probably increase the likelihood of the customer deciding to add a side dish to the otherwise standard rice-meat-vege combo.