HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Cross-selling best practices - The case of PFS

Paulus, Audrey ULiège
Promotor(s) : Ittoo, Ashwin ULiège
Date of defense : 15-Jun-2017 • Permalink :
Title : Cross-selling best practices - The case of PFS
Author : Paulus, Audrey ULiège
Date of defense  : 15-Jun-2017
Advisor(s) : Ittoo, Ashwin ULiège
Committee's member(s) : Leruth, Sophie ULiège
Ates, Zelal ULiège
Vandevelde, Katia 
Language : English
Number of pages : 95
Keywords : [en] Cross-selling, eCommerce, End-to-End, service provider, customer relationship
Discipline(s) : Business & economic sciences > General management & organizational theory
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en ingénieur de gestion, à finalité spécialisée en Performance Management and Control
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] This thesis deals with a case study of an application of a cross-selling strategy within the framework of a company in the eCommerce sector. This company, Priority Fulfillment Services (PFS), offers end-to-end eCommerce solution, meaning that any company that wants to develop an eCommerce business has the possibility to outsource to PFS one, several or all of the activities required for an online business.

For a number of years, we have seen that the sales sector attaches a great importance in cross-selling techniques. Cross-selling is the action of proposing an additional product to the existing customers of the company. Indeed, these techniques have the main advantage of improving the income of a company by increasing the average number of services or products bought by the same consumer. Companies therefore want to develop their relationships with their customer in order to enhance their customer’s value. Today, these techniques are used in many areas such as telecommunication, banking and insurance, healthcare and eCommerce sector. Although many studies have paid attention to cross-selling, few researches focus on the eCommerce sector and on the context of the PFS Company.

The aim of this thesis is to compare the cross-selling good practices that have been presented and developed in the literature with regard to the financial services sector, with what is currently applied in the PFS Company regarding its cross-selling strategy. Based on these discussions, a number of recommendations will be made to the company.
Then, the second objective of this thesis is to present the project that was setting up upon the integrated internship and which aims at improving the cross-selling process of the company regarding its Project Change Requests (PCRs). PCRs are additional services to the initial state of work. Indeed, the tools developed during this internship have been built to enhance the communication and the sharing of information about PCRs to all the people who are involved in cross-selling activities.



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  • Paulus, Audrey ULiège Université de Liège > Master ingé. gest., à fin.


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