There’s nothing better than coming home and seeing a package sitting on your doorstep. As an eCommerce brand, it’s important to capitalize on your customers’ excitement, and one way to do that is through product bundling. We’re here to guide you through the basics so you can make the most of the unboxing experience.
The Importance Of The Unboxing Experience
The unboxing experience should not be an afterthought. When a customer receives their order, that is your chance to make a good impression. Just like effort is put into displaying products in a store, you should dedicate time to product packaging and unboxing. Don’t miss this opportunity to:
1. Boost Customer Satisfaction
Presentation is just as important as the products themselves. Your packaging can increase excitement for the order, convey a sense of luxury, and more. These little details lead to greater customer satisfaction.
2. Improve Customer Loyalty
You can use product packaging and bundling to tell your brand story, share your values, and connect with your customers. For example, eco-friendly packaging shows your dedication to the environment. Communicating these things helps strengthen the relationship between your brand and your buyers, ultimately improving customer loyalty.
3. Increase Perceived Value
When you go the extra mile with your product packaging and bundling, it adds value in your customers’ eyes. Even if the actual price of their order didn’t change, a positive unboxing experience is a valuable addition.
4. Collect User Generated Content
Looking to increase social media engagement for your brand? Focus on product packaging and optimizing the unboxing experience. There are over 10 million videos under #unboxing on TikTok, and they have received billions of views. When you make this a priority in your fulfillment process, you will increase brand awareness online.
So you want to make a lasting impression with your eCommerce orders… but how? One answer is product bundling.
What Is Product Bundling?
Product bundling is when you group products together in a “bundle” and sell them under one SKU, typically at a reduced price than if they were purchased separately. This encourages people to buy more by offering unique grouping options at a discount.
This aspect of the unboxing experience can generate value and customer loyalty if done correctly. To get a better idea of how you can use this to your advantage, here are some common product bundling examples:
- Selling a shampoo and conditioner set
- Marketing a face cleanser and moisturizer together
- Adding a free makeup brush to a cosmetics order
Benefits Of Bundling Products For Health And Beauty Brands
Product bundling isn’t just beneficial for your customers—it’s helpful to you, too. While there are some disadvantages, for most businesses the pros outweigh the cons. Here are some of the main benefits of bundling products:
Creates A Cohesive Brand Experience
Well-designed bundles can create a memorable brand experience and help you stand out from the competition. When you are thoughtful about how products work together, consumers have a deeper understanding of your business.
Reduces Costs
When you bundle products together, the marketing and shipping costs for each order decrease. Advertising a single bundle is much more enticing (and a lot cheaper) than doing it individually. Kitting also speeds up the fulfillment process, so you’re saving money at every stage.
Increases Order Value And Future Sales
When you bundle products, your average order value increases, along with the perceived value to your customer. As people interact with more and more of your products, it improves the chances they will buy again in the future.
Exposes People To New Products
Bundling is the perfect opportunity to introduce new products. You can do this by adding a free sample to customers’ orders or recommending products based on their shopping activity.
Clears Out Excess Inventory
Have a product that just won’t sell and is taking up valuable space? Create a bundle to help clear out products you’re trying to get rid of.
Streamlines the Decision Process
Grouping products makes the buying process that much easier for your customers. It simplifies their shopping experience so they can get everything they need in one purchase.
Bundling Strategies
Now that you understand the benefits of bundling products, it’s time to learn how to apply them to your health and beauty brand. To get the most out of your bundling, randomly throwing products together won’t cut it. You want to add real value for your customers.
Developing a well-thought-out product bundling strategy is key. There are many different strategies that each have a unique spin to help you get the most out of your efforts.
Pure Bundling
Pure bundling is when you can only buy something as a grouped unit, but the components are not sold individually. This is often used to increase sales—if someone wants one piece of the bundle, they have to buy the entire thing.
Example: Curling iron with detachable wands that are not sold separately
Mixed Bundling
This strategy is where you combine individual products and sell them at a discounted price. This encourages consumers to purchase the bundle to save a little money.
Example: Skincare essentials pack featuring face wash, moisturizer, face masks, and sunscreen
Price Bundling
Offer a specific price incentive to get people to make a purchase, such as ‘buy one, get one free’ or ‘buy one, get one half-off.’ This strategy is used to clear inventory.
Example: ‘Buy one, get one free’ discount on hand lotion
Complementary Bundling
This is when you pair complementary products together to enhance the user experience. When items naturally work together, it’s easy for consumers to see the value in buying the bundle.
Example: Razor and shaving cream set
Themed Bundling
Lean into the holiday spirit or changing seasons with themed bundling. Create packs centered around a certain topic, such as spring scents, Valentine’s Day favorites, or Christmas gift ideas.
Example: A box of natural makeup products to celebrate Earth Day
New Product Bundling
Have a new product coming out? Consider adding a free sample size to customer’s orders or pair your new product with a best-seller. This helps people discover a new product they may not have known about otherwise.
Example: Hair dryer featuring a sample of a new detangling spray
Mix and Match Bundling
Allow your customers to create their own custom bundle. This ensures your consumer gets exactly what they want and has complete control over the shopping experience.
Example: Build-your-own pack of nail polish colors
Subscription Boxes
Subscription boxes are automatically delivered to your door on a scheduled date and often have lots of options for personalization.
Example: Hair care subscription box that arrives every month
Personalizing Your Bundles
If you can combine a product bundling strategy from above with in-depth customer data, you have everything you need to personalize products. Use consumer information to tailor bundles to specific people. There are several reasons to do this.
Did you know that 80% of consumers are more likely to buy from a brand that creates personalized experiences for them? When a business can show they understand their customers’ needs, people are more willing to spend their money.
At Jay Group, we partner with UnDigital to provide personalized marketing inserts for your orders. These customized print pieces improve customer retention, increase conversion and reorder rates, and drive the unboxing experience. From specialized beauty routines to handwritten notes, personalization helps you build relationships and brand loyalty.
For health and beauty brands, here are some other ways you can begin personalizing your product bundles:
- By skin type — know your customers’ skin type so you can bundle products custom-made for either dry, oily, or combination skin.
- By hair type — bundle hair products specifically made for your customers’ hair, whether it’s curly, straight, or in-between.
- By skin tone — send makeup, pimple patches, or bandages that match your consumers’ skin tone.
- By preferences — whether you’re selling men’s grooming products or spa essentials, everyone has different self-care preferences that you can lean into.
- By shopping history — analyzing your audience’s shopping habits helps you understand what they are interested in.
Whether your brand focuses on hair products, skincare, cosmetics, aromatherapy, fragrances, dietary supplements, or beyond, personalized product bundling has the potential to elevate your brand to the next level.
Custom Kitting And Assembly
Product bundling is important, but it’s hard to do in-house. It’s all too easy to make a mistake when you’re kitting, whether you under-fill a box or add the wrong products. As you scale your business, this becomes harder and harder to manage alone.
At Jay Group, we know the importance of accurate and efficient kitting. You can count on us to implement your product bundling strategy with the attention to detail it deserves. Increase your brand visibility with our kitting and assembly services and show your customers you care by pairing complementary products personalized to them.
From banding and barcoding to sampling and shrink wrapping, we can help you reach your product bundling goals. Partner with Jay Group for all your kitting and assembly needs.
