Selling Strategies: Product Bundles

Selling Strategies: Product Bundles

What is a product bundle?

Product bundles are when you group products together and sell them at a discounted price.

Why should I create product bundles for my ecommerce store?

  • Product bundles are a great way to increase the perceived value of your products and improve the customer experience in your store.
  • By creating bundles, you can increase your average order value (AOV), decrease your marketing and distribution costs and reduce inventory waste.
  • By creating a bundle you’re making life for your customers much easier. Show your expertise and add value by explaining why you’ve added a particular combination of products together.
  • Use bundles for gift-giving occasions, dead stock, product awareness, and other creative ways to drive more in-store sales and improve your marketing strategy.

How do I choose which products to add to a bundle?

Identify products that complement each other and work well seasonally. Keep your bundles updated and fresh to encourage repeat visits.

Monitor your sales and test to see which combinations work the best.

Examples of product bundles

Pure bundles - contains items sold exclusively in that bundle that can't be purchased seperately

Mixed bundles - combining products sold seperately at a reduced price

Price bundles - classic discount deals such as buy-one-get-one-free (BOGOF) or by offering a bundle discount on the total price or by adding a perceived value (like a “free” item), the customer feels they got a good deal—even though they’ve likely spent more than they planned to.

Related product bundles - think shampoo and conditioner, bra and pants, cheese and crackers.

Subscription boxes - food, drink, beauty - offering versatile plans and exciting content make these a great option for gift giving or for those who love to try new things.

What pricing should I set?

As a general rule, ensure that your bundle pricing offers good value for money  - the price should be at least 10% off (ideally more) the cost of purchasing the items in the bundle individually.

How do I create product bundles in Shopify?

Shopify offers different methods to merchandise bundles of products - set up options include:

Automatic or (Standard) Discount Codes 

Use the native discount code feature to offer a discount when someone buys mutliple specific products together or via a 'Buy X Get Y' type discount and promote this through onsite messaging and images.

Grouped/Combined Products

Create a new, single product and sell this as a predefined 'bundle' but including all the specific products within it as one single unit. You can then set the discounted sales price and show a compare at price which would be the 'was' price based on the cost of buying the items individually. This example from Evme Cosmetics combines two cosmetic items in one for a cost saving.

Related product bundles

Create product upsells with Shopify's own native product filter and search app and a new, 2.0 theme. Just add the right product upsells on a per item basis in the app and then use your theme's native product block to link and display these complimentary products.

See how this hand-crafted shoes manufacturer upsells their stylish tote bag with all pairs of shoes:

You can also use the same app to tailor related products exactly as you want too!

Recommend app: Search & Discovery

Mix & Match

Use a 'Bundle Builder' type app to offer a 'Choose X for a fixed price' like this great example from Homeware & Paper Goods company, HAM, and encourage people to spend more with a great user experience.

Suggested app: Bundle Builder 

Fixed Bundles

Allow customers to buy a selection of individual products in one go with a bundle app to aid picking and packing and inventory management. Each individual product in the bundle gets pulled through into the order individually to keep everything in sync and easier to fulfil.

See this great example from online grocery supplier, 44 Foods, which allows customers to create their own bundles or choose from discounted, pre-made options:

Suggested app: Bundler - Product Bundles

Any native solutions?

Shopify is currently giving early access to their own app called 'Shopify Bundles' - see here for more details. 

Shopify's own solution will allow you to create fixed bundles and multipacks right from the Shopify admin, and your customers can choose from variants associated with the products in your bundle. Shopify Bundles also includes inventory that is updated in real-time so that you don't need to worry about overselling.

Expect this to be rolled out to all stores very soon.

In Summary

Bundles are a great way to increase sales and average order value. Try some out yourself and see how they can help.

Don't hestitate to get in touch if you need any help in setting these up.

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