In retail (and economics), products can be:
- Complements – things that go together
- Substitutes – things that can replace each other
Complements = Better TogetherThese are items that enhance the use or experience of another. If someone buys one, they’re more likely to need the other.
Examples
- Food & storage bins
- Collar & ID tag
- Raw food & thawing mat
- Toothbrush and toothpaste
- Puppy pads & enzyme cleaner
Attachment rate goes up when you know your complements!
Substitutes = Either/OrThese are alternatives that serve the same purpose—so the customer will usually choose one or the other, not both.
Examples
- Raw food vs. kibble
- Backpack carrier vs. duffle-style carrier
- Slow feeder bowl vs. puzzle feeder
- Crate vs. playpen
- Shampoo vs. grooming wipes
- Frozen raw vs. freeze-dried raw
- Harness vs. collar
Understanding why someone is choosing one over another helps you recommend better—and avoid pushing the wrong product.
Note: Some products can be both substitutes and complements—like wet and dry food, which may serve the same purpose but are often used together to improve hydration or add variety.
Tip for Retail
- Complements are your friend when building carts and solving problems.
- Substitutes are your chance to ask, “What matters most to you—convenience, price, or performance?”