As always, Amazon does this so well and no wonder they are sitting at top of online retailer list. But even at Amazon, I managed find similar product featured at Dick’s Sporting Goods without a bundled offering. In this case, I will assume it is done deliberately.
But here is the iPad product that is offered with the bundled products, more than one, without any price advantage:
And for books, Amazon does it very nicely to highlight the series (contextual bundling) when I looked at the To Kill a Mocking Bird book:
IMO, every product you offer to the customer should be offered with a bundle. Why aren’t retailers doing this? Here are some reasons I could come up with:
- Bundling is seen as work that requires manual effort. Obviously, merchandisers cannot match every product in the catalog with others manually. You’d need an army of merchandisers
- Technology is limiting and cannot offer bundles easily
- Bundling is not business a priority for your business
- Make bundling your business priority. Without business conviction this is not going to happen.
- Provide incentives for creating bundles for products. Start with a category and expand throughout your catalog. Note – some categories may not make sense for bundling
- Measure the effectiveness and make sure this does provide benefits to your business
- Automate it. Customers are already buying things together. Use that knowledge to automate creation of bundles like “Frequently Bought Together”, the way Amazon does
- Have many options of bundles for each product
- Provide more than two items in a bundle
- Based on customer context, offer bundles that is relevant – personalization
- Provide options for customers to look at all bundles for a product