Cross Merchandising in Grocery Stores: Strategies to Maximize Sales and Improve the Shopping Experience

Most retailers know cross merchandising can boost sales—but what does it look like in practice?

A well-executed cross merchandising strategy is one of the most effective ways grocery retailers can increase basket size. By pairing related products, you make shopping easier for your customers while driving higher sales for your store. It’s a win-win.

As food prices started to climb in 2022, as part of a pattern that is expected to continue through 2025, consumers began purchasing more sale items, and purchasing less expensive brands–two trends that suggest the growing need to cross merchandise products to drive sales as consumers tighten their belts. When you make life easier for your shoppers, they’re more likely to buy more—and return for future visits.

In this post, we’re giving you actionable cross merchandising ideas and strategies to help you get started or fine-tune your approach.

The Power of Retail Cross Merchandising

Cross merchandising means strategically placing related items together in ways that naturally make sense to shoppers. For example, a game-day display featuring chips, salsa, and beer. That setup instantly connects with the shopper’s mindset, encouraging them to grab everything they need for a great party.

So, why does cross merchandising work so well? It makes shopping easier. When you simplify the customer’s journey, you help them check things off their mental list with less effort. It inspires impulse buys. A shopper who came in for spaghetti might pick up pasta sauce and grated cheese when it’s right there in front of them. And it builds perceived value. Seeing products paired thoughtfully reinforces their usefulness and makes the customer feel like they’re getting more for their money.

A successful cross-merchandising strategy is about more than just proximity; it’s about connection. When done right, it tells a story that speaks to the shopper’s needs, aspirations, or lifestyle and drives customer satisfaction.

Key Principles for an Effective Cross Merchandising Plan

A core principle to keep in mind in order to cross merchandise effectively is that the way to increase sales is to help shoppers shortcut the decision-making process.

Understand Shopper Psychology

Your customers aren’t just looking for items; they’re looking for solutions. Thoughtfully paired products create a seamless shopping experience. For instance, displaying fajita seasoning with tortilla wraps and shredded cheese simplifies decision-making and boosts sales.

Placement Matters

Where you position your cross merchandising displays makes all the difference. High-traffic areas like endcaps or checkout lanes grab attention and work especially well for impulse buys or limited-time themes.

Thematic Displays

Holiday and seasonal displays resonate with shoppers on an emotional level. Think of cranberry sauce next to turkeys during Thanksgiving or barbecue tools paired with sauces in the summer. These displays tap into seasonal excitement and encourage customers to stock up.

Pairing with Purpose

Logical pairings throughout the entire store are key. Coffee and travel mugs, or fruits and yogurt, are natural combinations that make sense to shoppers. When you connect items with a clear purpose, customers are more likely to add them to their cart.

Maintain Visual Appeal

Keep it neat! Messy, overcrowded displays can turn customers off. Well-lit, organized setups with clear signage draw people in and keep them browsing longer.

Cross Merchandising in Action

You want to strategically place products so that they pair naturally and predict what shoppers might be thinking once they put a product in their cart.

Fresh Produce and Complementary Items

The produce aisle is the perfect place for cross merchandising. Pair fresh items like apples with caramel dip or salad greens with dressings. Seasonal produce—like pumpkins with pie spices in fall or watermelons with picnic supplies in summer—can also boost sales.

Complete Meal Solutions

Who doesn’t love a one-stop shop for dinner? Display pasta, sauce, and garlic bread together to inspire meal ideas. These setups save your shoppers time and increase the chance they’ll grab all the components of a meal rather than just one item.

Impulse Buys at Checkout

Checkout lanes are the ideal spot for last-minute purchases. By offering small, convenient items like gum, snacks, or bottled drinks, you can capture those spur-of-the-moment decisions that add up over time.

Common Pitfalls to Avoid

Everything about your cross merchandising should be about making buying decisions easier for shoppers. Once they are in your store, you want them to feel naturally led to buying decisions they might not have made if they were solely focused on their shopping list.

Overcrowding Displays

Don’t overdo it. Cluttered displays can overwhelm or confuse your shoppers, making them less likely to engage. Keep it clean, focused, and simple.

Unrelated Pairings

Random combinations (like bananas and paper towels) confuse shoppers and make your efforts feel disorganized. Logical, useful pairings build trust and encourage additional purchases.

Neglecting Data

Your shoppers are telling you what they want—you just need to listen. Use sales data and shopper insights to guide your cross merchandising efforts. This ensures your pairings align with buying patterns, not guesses.

How to Start Improving Cross Merchandising Today

Assess Current Efforts

Take a good look at your existing displays. Are they visually appealing? Are the pairings logical? Identify what’s working and what’s not so you can adjust accordingly.

Pilot Changes

Start small and test the waters with a new idea. For instance, try a seasonal pairing, like cookies and cocoa mix during the holidays, and track how shoppers respond.

Ready to Develop Your Cross-Merchandising Strategies? 

If you’re ready to take your cross merchandising efforts to the next level, MCA’s retail merchandising services can help! You get expert execution and tailored strategies that work—and more—all delivered with precision and professionalism.