What is cross-selling and why is it used?

April 15, 2025
Glossary entry

Cross-selling refers to a sales technique in which customers are offered suitable complementary or related products in addition to a product they have already chosen. The aim is to increase the value of a purchase whilst enhancing the customer experience.

Typical examples of cross-selling include:

  • „Customers who bought this also bought…“ recommendations in the online shop
  • Accessories for a main product (e.g. a smartphone case)
  • Additional services relating to a service
  • Additional features or extensions for software products

Cross-selling is based on the fact that customers often have several related needs that can be better met through suitable product combinations.

The benefits of cross-selling are:

  • Increase in the average order value
  • making better use of existing customer relationships
  • Improving customer satisfaction through tailored offers
  • more efficient monetisation of existing users
  • Strengthening customer loyalty

Successful cross-selling requires companies to have a good understanding of their customers and their needs, and to tailor their offerings in a logical and relevant way.

Cross-selling is a particularly effective tool for start-ups to generate additional revenue from existing customers and scale their growth efficiently. innoWerft helps them to further develop data-driven business models, optimise customer journeys and identify suitable monetisation strategies.

A focus on five key technologies

The Rhine-Neckar Digital Hub focuses on five areas of technology that are of particular importance to the region’s competitiveness:

    • Artificial Intelligence (AI): Use in production, logistics, quality management and data-driven services
    • Cyber security: Critical infrastructure protection, industrial IT security and secure data rooms
    • Industry Tech: IoT applications, sensor technology, automation, data analysis and networked production processes
    • Sustainability and energy efficiency: CO₂ reporting, energy-saving potential in production and buildings, and drivers for the circular economy – all measurable through key digital technologies
    • The Metaverse and Extended Reality (XR): Virtual and augmented reality as platforms for collaboration, training and product development, digital twins and immersive experiences

AI-powered matching platform: The right partner at the touch of a button

A key component of the Rhine-Neckar Digital Hub is the AI-powered matching feature. Companies and start-ups can describe their specific requirements or technology needs. The AI then identifies suitable Contact person and offers from the region’s partner network.

The aim is to match a specific need with a suitable contact as quickly as possible, and for this to lead to a concrete collaboration.

Events, funding opportunities and venues all in one place

In addition to AI-powered matching, the Rhein-Neckar Digital Hub provides a continuously updated overview of regional events, funding opportunities and workshops.

Also available Spaces for meetings, co-working and innovation projects across the entire metropolitan region are consolidated on the platform.

In this way, the Digital Hub makes the region’s various services and areas of expertise visible and accessible via a single digital portal.

Working together for innovation in the Rhine-Neckar metropolitan region

The Rhine-Neckar Digital Hub is supported by a regional network. Consortium partners are the innoWerft, the City of Mannheim and the 5-HT Chemistry & Health.

As associated partners support the Heidelberg Technology Park, the IHK Rhine-Neckar, the Economic Development Unit of the Rhein-Neckar District Office, the Heidelberg Economic Development Agency, the Rhine-Neckar Metropolitan Region, the Mannheim University of Applied Sciencesthe NEXT MANNHEIM and that Smart Industries Network the project.

Together, the partners bring together regional expertise and services relating to key digital technologies.

The project is funded by the Ministry of Economic Affairs, Skilled Trades and Tourism of Baden-Württemberg promoted.

Discover the Rhine-Neckar Digital Hub now

The Rhein-Neckar Digital Hub provides start-ups, businesses and research organisations with shared digital access to services and expertise relating to key technologies in the metropolitan region.

You’re a founder and would you like to use the Digital Hub for your start-up? Explore the platform and find out which services and contacts might be relevant to your idea!

Discover it now!