Product Bundling
Increased cart values overnight.
In the supplier-retailer relationship, suppliers and brands are at the mercy of retailer mandates, whether they be content requirements, certifications or add-on tools that only the retailer can provide.
A common and very successful tool that retailers control is ‘product recommendations’ or ‘product bundling’ tools. If configured correctly, when viewing a product on a PDP or in the consumer’s shopping cart, additional products that complement the initial product display with an easy ‘Add to Cart’ action. Unfortunately, when configured incorrectly (for example incompatible products are recommended) not only are increased margin opportunities missed, but consumer confidence in the retailer and brand declines.
Consulting and collaborating with trading partners will be key to determine the configuration and performance of their bundling strategy.
While suppliers may not be able to control retailer decisions, bundling success is found just as easily on brand-owned sites.
PRODUCT BUNDLING
Recommendations
Consult retailers and identify what bundling strategy is in place
Identify bundling performance capabilities, if available
Utilize bundling technology on brand DTC site
Request guaranteed product compatibility