Based on consumers usage patterns, cross merchandising is generally implemented by stores in order to generate additionnal revenue. It could work as reminders for customers: you will find batteries next to electronics item, coffee filters near coffee itself or coffee machines... But cross merchanding is often misused or overused (as all new concepts) and could lead to ridiculous situations. Better then not to use it...
Crazy association:
Cross merchandising in press sector: just on the target...
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