From Overstock to Opportunity: How Intent-Led Bundling Boosted Sales Without Discounts

Moving Excess Seasonal Inventory Without Discounting

Background:

NO CHAOS, a UK-based skating apparel brand, faced a common post-season challenge: surplus beanie inventory. Rather than resorting to deep discounts that could devalue the brand, they sought a solution to move this inventory while maintaining brand integrity and profitability.

Challenge:

• Excess Inventory: Post-winter, NO CHAOS had an overstock of beanies.
  
• Brand Integrity: Avoiding heavy discounts to maintain premium brand perception.
  
• Revenue Goals: Seeking to increase Average Order Value (AOV) without compromising margins.((un)Common Logic Insights)
  

Solution: Strategic Product Bundling

Leveraging Cooee's expertise, NO CHAOS implemented a "Frequently Bought Together" (FBT) strategy, bundling beanies with higher-priced T-shirts. This approach aimed to:

• Increase AOV: By pairing a lower-priced item (beanie) with a higher-priced one (T-shirt) during online shopping.
  
• Enhance Perceived Value: Offering a complete look rather than standalone items.
  
• Move Inventory Efficiently: Encouraging shoppers to purchase bundled products for better value.
  

Execution:

• Dedicated Landing Page for new customers: Created a specific page highlighting the T-shirt + Beanie bundle.
  
• On-Site Promotions: Utilized pop-ups, announcement bars, and strategic redirects to drive traffic to the bundle page for checkout.
  
• Personalized Messaging: Tailored content to resonate with the target audience, emphasizing style and value.(Medium)
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Results:

• Bundles Sold: Over 50 in the first week.
  
• AOV Increase: 20% increase compared to standard purchases.
  
• Click-Through Rate (CTR): 15% on bundle promotions with free shipping.
  
• Conversion Rate: 3% on the bundle page for online shopping.

These results outperformed industry averages, where typical pop-up CTRs hover around 8.11% and conversion rates at 4.01%. 

‍Conclusion:

NO CHAOS successfully addressed their inventory challenge by implementing a strategic bundling approach, enhancing both sales and customer value perception without resorting to discounts.

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At Cooee, we specialize in data-driven e-commerce solutions that drive results. Whether it's through strategic bundling, personalized on-site experiences, or targeted campaigns, we're here to help you achieve your business goals.

Contact us today to learn more about our e-commerce solutions. to discover how we can optimize your sales and enhance customer engagement in the e-commerce space.

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