How to build a better package

While any sale is welcome by brands in today’s highly competitive e-commerce marketplace, maximizing sales to a consumer once you have their attention is clearly a more attractive proposition. Properly packaged and presented, product bundling is a standout tactic for giving consumers the best possible value while selling them more of what you already know they need.

It’s not just about multipacks and more of the same – when selecting products for a bundle, it’s important that items complement each other and provide added value to the customer. Products need to be intelligently aggregated in a way that enhances the customer experience and/or convenience.

The cost of the bundle must of course be competitive, but there is a distinct skill in creating bundles that grab attention and end in purchase. Thinking creatively means not just sticking to the obvious products on the shelf, but rather looking for less obvious combinations to broaden your potential customer base. Think of the bundle as a mind map—a central key product with other related or associated products added, creating a whole family of relationships and a wide range of bundle components. Creating differentiated bundles that demonstrate imagination and insight can put your brand ahead of the competition and position your market as an innovator.

In addition to being cost-conscious, consumers are often time-poor and impatient – ​​they are used to choosing and completing purchases with just a few clicks. This is where bundling provides convenience and speed. Looking for new school pants for your growing child? Find them… and in the bundle, there are polo shirts and a sweatshirt. Customers only need to choose a size and color and click once to purchase the lot. Without realizing it, customers are being given decisions. Because the purchasing process is not interrupted by having to search for complementary items, the transaction is more likely to be completed. Plus, the next time the school uniform needs replacing, the customer is more likely to remember the ease of purchase and return to your site, increasing loyalty and lifetime value.

Bundling is also a very effective way to promote less popular or more common items, but it should not be seen as an exercise in selling low quality goods. Customers will quickly notice this. Therefore, the items need to be of good quality. They are probably not the most exciting items, but they are no less useful. This approach also ensures more efficient inventory management. Pairing an unassuming product with a higher profile bestseller helps avoid stagnation and unsustainable stock levels. Faster moving stock can mean lower inventory costs and certainly better cash flow.

Successful e-commerce sites and marketplaces will always be looking for ways to engage more customers, sell more, and maximize profits. When used professionally, thoughtful bundling can significantly increase sales by increasing average order value and average selling price, as well as providing greater convenience to customers.

Alan Chester is Vice President of E-Commerce at Luzern eCommerce, a platform that accelerates e-commerce.