Product bundling remains a cornerstone ecommerce strategy for boosting average order values, improving conversion rates, and refining your customer’s purchasing journey.
Yet, traditional bundling strategies often miss the mark.
Do ecommerce managers need to get more creative? Well, that’s only part of the problem.
For many online retailers, your creativity can only reach as far as your data will allow.
Challenges in scalability such as manual bundling processes, a lack of personalization strategies, and slow data connections to your store’s inventory can be one of many major roadblocks.
But that’s not all.
If you have an ineffective use (or lack thereof) of consumer insights, it will ultimately increase operational costs, create ineffective offers, and lose sales opportunities.
For the more tech-savvy ecommerce managers, wanting to lean into ecommerce AI tools, the question becomes. If there’s a consistent pattern of customers purchasing the same groups of products repeatedly, can’t bundling be automated? Is it possible to automatically recognize these sales patterns and generate the bundles customers are already creating?
As it turns out, this is possible. However, sometimes it is easier said than done—especially for businesses grappling with the challenges of inconsistent, messy, or incomplete product data. These types of product data issues particularly affect your ability to build relationships between SKUs in large ecommerce catalogs.
Fortunately, this article aims to outline what success might look like for your business. We’ll delve into the importance of product data relationships in creating effective bundles, introduce some product bundling examples and tools that can transform current limitations into strengths, and explore various ecommerce bundling strategies enabled by comprehensive and enriched product data.
What Could Success Look Like?
Let’s first imagine the opposite.
Picture an electronic reseller, attempting to curate bundles of new smartphones with suitable accessories. If the site’s understanding of product relationship data is inaccurate, customers could end up with incompatible chargers or cases that don’t fit with their smartphones. The result? Well, it’s more than just a temporary frustration. These experiences quickly erode your customer’s trust in shopping online (at least in your store), and diminishes their satisfaction with the new purchase, and your brand.
But here’s a more profitable scenario.
Now, imagine this retailer with better data management practices, particularly in organizing and standardizing product connections within its shop. The store could not only recreate the same bundle but also enhance it with the customer’s explicit and implicit communications.
For example, the offer wouldn’t stop with a single charger. To truly optimize this bundle, we could suggest a case that matches the phone’s color, a screen protector cut to the precise model of the phone, and wireless earbuds that sync effortlessly with the phone’s operating system.
A bundle like this, with its convenience and trusted compatibility, transforms what could have been a bad customer experience, and creates one that delivers customer loyalty.
What are the tangible outcomes?
- AOV increase
- Revenue grows
- Customer returns rates fall
- More SKUs sell
- Higher margin SKUs drive profitability
But this is just the beginning. Removing your creative barriers through complete and enriched product data opens the door to this next set of product bundling strategies that are sure to help you win in 2024.
But before we get into the types of product bundling strategies, let’s make sure we understand some of the basics.
Understanding Product Bundling
What is Product Bundling?
At its core, product bundling in ecommerce involves offering several products for sale as one combined product often at a discounted price. This strategy not only simplifies the buying process for customers but also encourages larger purchases, directly impacting your business’s bottom line.
Example: A bundled offer might include a smartphone, a protective case, and a pair of headphones sold together at a package price that is lower than the total cost of purchasing these items individually.
Key Benefit: Encourages customers to purchase more items by offering a perceived value deal, which can increase the average order value and potentially move inventory more quickly.
What are Product Relations?
Product Relations in ecommerce refer to the logical connections between products based on their attributes, functionalities, or usage scenarios. By leveraging these connections, online stores can effectively curate and present combinations of products that collectively address a customer’s comprehensive needs.
Let’s dive into the use product relations serve and their importance:
Cross-Selling
Objective: To display products that complement the primary product a customer is interested in. These are items that, when used together with the primary product, can enhance the overall user experience.
Example: Showing sports socks or a water bottle on the page of running shoes.
Up-Selling
Objective: To display higher-end products compared to the one currently being viewed by the customer. The suggested products often have better features, quality, exclusivity, and consequently, a higher sale value.
Example: Suggest a newer smartphone model with better specifications when a customer is viewing an older model.
Promote Products in the Cart
Objective: To suggest additional products based on what’s already in the shopping cart, encouraging customers to add more items before checkout.
Example: Offering a discounted video game when a customer has added a new console to their cart.
Recommend Product Alternatives
Objective: To provide customers with similar options to the product they are viewing. This is particularly useful if the original product doesn’t exactly meet the customer’s needs or is out of stock.
Example: Showing different brands or models of a laptop when viewing a specific one that is on backorder.
Display Additional or Complementary Products
Objective: To display products that are related to the one a customer is viewing, either as comparable alternatives with similar features or as additional items that enhance the primary product’s use.
Example: Showing different types of camera lenses on the page of a DSLR or mirrorless camera.
Importance of Product Relations in Ecommerce
- Enhanced Shopping Experience: Product relations help create a seamless and intuitive shopping journey, making it easier for customers to find what they need and discover additional items that meet their interests or needs.
- Increased Sales and AOV: By effectively using up-selling and cross-selling strategies, ecommerce businesses can increase the average order value (AOV) and overall sales.
- Customer Retention: Providing relevant product recommendations improves customer satisfaction and loyalty, as shoppers are more likely to return to a store which makes buying easy.
- Efficient Inventory Management: Product relations can help move inventory more efficiently, especially for items that are complementary and are likely to be purchased together.
- Data Insights: Analyzing which products are frequently bought together or which recommendations lead to conversions can offer valuable insights into customer preferences and behavior, informing future product development and marketing strategies.
How are Product Relations Created
Traditionally, establishing product relations in ecommerce and retail has been a manual and often intuitive process, relying heavily on the expertise and insights of sales and marketing teams.
Taking a more data-driven approach, some retailers and ecommerce marketers would analyze historical sales data to identify patterns, such as increased sales of certain accessories or consumables alongside primary products. However, this type of analysis can be even more time-consuming without the aid of data processing tools.
Enter AI Ecommerce Tools
The creation of product relations tools within ecommerce product discovery platforms like Zoovu creates a significant evolution from traditional, manual methods.
Zoovu’s new Product Relations functionality now enables the creation of product relationships using dynamic product rules and actual product characteristics, rather than individual product-to-product mappings.
This strategy provides a scalable, efficient way to manage product relationships across the entire product catalog, including when new products are added. This system not only reduces manual effort and potential errors but also ensures compatibility and enhances product bundling opportunities.
5 Product Bundling Strategies to Help You Win
1. Mixed Bundling
What is Mixed Bundling?
Mixed bundling is a strategy where you offer products or services both as part of a bundle and as individual items. Mixed bundling caters to a wider audience by accommodating different buying behaviors, from those seeking the value of a bundled offer to those desiring a specific product without the commitment to a bundle.
Example: Consider Logitech which sells all of the individual geats you need for an office or gaming setup. They need to cater to a wide audience depending on who you are, what you do, and how you work. They ask a few quick questions and instantly pair you with a recommended setup that includes a mouse, keyboard, webcam, and headset. Customers then can add or select gear on an individual level.
Result: Offering mixed bundles differentiates Logitech from competitors by providing more options and flexibility to customers, enhancing the retailer’s value proposition.
2. Visual Bundling
What is Visual Bundling?
Visual bundling effectively marries the appeal of visual merchandising with the practical benefits of add-on sales, creating a compelling shopping experience that encourages customers to explore, understand, and invest in a complete product solution.
Example: On the KitchenAid Stand Mixer product page, they offer a Stand Mixer Customization Tool. This allows customers to view and visually test add-ons that are compatible with the stand mixer, such as:
- Spiralizer Attachment: Allows users to peel, core, and slice fruits and vegetables.
- Pasta Roller & Cutter Set: Enables homemade pasta creation.
- Ice Cream Maker Attachment: For making homemade ice cream, sorbet, or gelato.
Result: Integrating the concept of Visual Bundling with KitchenAid’s strategy can transform the way customers perceive and interact with product offerings. By adopting this approach, KitchenAid not only sells products but also sells the unique experiences that come with each product addon. Visual bundling sets KitchenAid apart from competitors by not just showcasing products but also by creating an immersive visual experience that highlights the lifestyle and possibilities each addon brings. This approach sells not just a mixer, but a journey—from gourmet pasta making to homemade ice cream crafting—each addon becomes a key to unlock a new culinary adventure.
3. Dynamic Product Rules for Cross-Selling
What are Dynamic Product Rules?
Dynamic Product Rules are automated guidelines within an ecommerce platform to recommend additional products that are compatible or complementary to the items a customer is currently viewing or has in their cart.
Example: A home decor online store could utilize dynamic product rules to suggest matching curtains when a customer views a sofa or decorative pillows that complement the color scheme of a rug.
Result: By implementing dynamic product rules, the home decor retailer can effectively cross-sell by suggesting items that enhance or match the primary product, such as a set of stylish vases that complement the aesthetic of a chosen table lamp. This approach not only aims to increase the average order value but also strives to enhance customer satisfaction by making shopping more convenient and ensuring stylistic compatibility, potentially reducing the chance of returns due to stylistic mismatches.
4. Compatibility-Based Bundling
What is Compatibility-Based Bundling?
This strategy emphasizes creating bundles of products that are functionally compatible with each other, ensuring that all items in the bundle work seamlessly together.
Example: An online fitness equipment retailer could create bundles that include a yoga mat, a compatible carrying strap, and a set of yoga blocks, ensuring all items are suited for the same type of yoga practice.
Result: Implementing compatibility-based bundling allows you to offer customers convenient packages that meet their needs, enhancing the value of their purchase. You can help to make their buying journey fast and simple, which not only improves customer experience but increases the likelihood of larger purchases.
5. Complementarity Bundling
What is Complementarity Bundling?
A complementarity bundling approach involves suggesting products that, while not functionally dependent on each other, enhance the use or enjoyment of the primary product.
Example: A gourmet food online store might suggest a set of premium spices to go with the purchase of a cast-iron skillet, enhancing the customer’s cooking experience.
Result: By suggesting complementary items like premium spices for those buying cookware, the retailer might enhance the customer’s perceived product experience. This strategy not only adds value to the initial purchase but also leads to a richer and more satisfying shopping experience post-sale.
Product Bundling Strategies in 2024
Product bundling strategies in 2024 stand at the intersection of personalization, technology, and ethical considerations.
Personalization at Scale
With the availability of more data and advanced AI tools, ecommerce businesses can now tailor product bundles to individual customer preferences more accurately than ever. This personalization extends beyond traditional bundling to include dynamic recommendations based on real-time data analysis. You can prompt customers to answer a small set of needs-based questions, and suddenly you have augmented the expert guidance of an in-store salesperson.
AI and Machine Learning
AI-driven platforms such as Zoovu are poised to revolutionize product discovery and product bundling configuration processes significantly. They excel in recognizing patterns in customer behavior and preferences, enabling the delivery of recommendations that are not just relevant but finely tuned to match each customer’s recurring interests and needs. This ability to detect and act upon repeating buying patterns ensures that suggestions remain contextually aligned with individual consumer profiles, enhancing the overall shopping experience.
Enhanced Security and Compliance
With the increasing opportunities available in product bundles, security and privacy compliance with government standards remains complex. Platforms like Zoovu are ensuring that their solutions are designed for a massive scale, without storing and placing customer information at risk.
Outlook for the Future of Product Bundling
As we look beyond 2024, product bundling remains an indispensable strategy for companies looking to amplify their online sales and boost customer satisfaction. Understanding the fundamentals of product bundling, adopting new bundling strategies, and navigating the challenges posed by data constraints are critical steps. It’s essential to remember that the secret to a successful product bundling strategy is to deliver unparalleled value to your customers and to remain agile, continuously evolving in response to their shifting preferences. Ensuring that product relations are robust and continuously maintained throughout your catalog is paramount, serving as the foundation upon which effective bundling strategies are built.
Learn more about the Zoovu Data Platform here.
