Bundle Pricing Strategy (definition and example)

Almost every business uses bundles to their advantage now, no matter what they do, from your local grocery store that offers a free bag of chips if you buy two to the biggest global skincare brands that package their products as part of marketing campaigns. 

One of the most vital parts of making a bundle is setting the right price. A price that ensures your benefit as a seller, meanwhile, is appealing enough for the customer to put the bundle in their cart. Customers look for discounts for a lot of different reasons. Some need to buy it cheaper, some are saving for other deals, some plan to buy in bulk, and some users just grab whatever good deal comes their way. A well-made bundle appeals to many (if not all) of these categories.

Product bundle pricing strategy is a delicate, substantial practice that can affect the future of your business. Let’s talk about pricing strategies and how they can be helpful to your ecommerce business, and then read some bundle pricing examples.

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What is bundle pricing?

Bundle pricing determines your sales strategy, at least that part of sales that’s related to bundled categories. You might have heard this concept as “price bundling,” too. This approach aims to enhance value perception among customers, encouraging them to purchase a package rather than individual items. 

This strategy appeals to consumers who perceive they are getting more for their money, while businesses benefit from higher overall sales and customer retention. That’s why most bundles are considered bargains; they’re just efficient to buy.

Bundle pricing definition

What is product bundle pricing? Simply said, it’s a marketing and sales strategy where multiple products or services are sold together at a single, often reduced, price. That’s the important part: the price is often reduced. This means the discount is an added value for the customer.

How can bundle pricing help your ecommerce business?

Bundle pricing can be a game-changer for your business, of course, if you use it correctly. By offering multiple products or services together at a lower price, you create irresistible deals that attract more customers, even the people who didn’t intend to make the purchase in the first place. This product bundling pricing strategy not only enhances the value of your offerings but also encourages customers to buy more, thereby boosting your overall sales.

One of the major bundle pricing advantages is the ability to increase customer satisfaction. Users tend to buy from stores that present better options (like bundles). Then, they become repeat buyers and recommend your business to friends and family. A good price can also help clear out less popular items by pairing them with best-sellers, effectively managing your inventory and reducing storage costs.

Furthermore, efficient price bundling can give your business a competitive edge. By adopting a bundle pricing strategy, you can drive customer loyalty, streamline inventory, and ultimately boost your profitability.

Read The Best Types of Discounts in Bundling

Tips for Implementing Good Pricing Strategies

Since bundle pricing can make a huge difference in your ecommerce or brick-and-mortar business, it’s always beneficial to know some tips.

1. Provide Optional Discounts

Many people buy the needed products in bundles only to take advantage of the discounts and promotional offers. Offer optional bundling to let them choose additional products “at a discounted rate.” This flexibility is fun and can increase customer loyalty and boost revenue by appealing to those who seek added convenience and value.

2. Focus on Revenue Allocation Goals

Align your pricing strategy with revenue allocation goals. Effective pricing can encourage higher spending, improving revenue without necessarily increasing the customer base. Money-making in a business needs plans, experts, and, of course, time. You might even need to hire new roles for your business, but it’s all going to be worth it.

3. Highlight Bundle Advantages

It’s always a good idea to clearly communicate the advantages of purchasing bundles. In your marketing efforts, informative emails, web banners, or even social media, emphasize cost savings, convenience, and complementary product benefits (and actually price the bundle in a way that helps users save). Educate your buyers on the value proposition and make bundles more attractive, driving sales and enhancing perceived value.

4. Use Mixed Bundling

Mixed Bundling means any type of bundling that can be changed or customized by customers (as opposed to pure or fixed bundling). This means the price can be customizable too. Like in “Buy One Get One” bundles, the customer knows that if they buy another item, it’ll be free or include a great discount. This option will instantly attract customers who are looking for a good deal.
Read: Mixed Bundling vs. Pure Bundling

5. Monitor and Adjust Prices Regularly

Today’s good pricing, might not work for the next week. Sometimes things change daily, and that’s why you need to constantly keep an eye on your bundles and prices. Regularly review and adjust your bundles based on sales data and user feedback. This ensures that your bundles remain relevant and attractive, allowing you to optimize revenue and maintain customer interest in the long term.

6. Analyze your performance

After implementing your product bundling strategy, it’s time to have regular check-ups and tests to see how it works, and what strategy might be better. Conduct A/B testing to analyze different bundling strategies. This helps identify the most effective approaches, enabling you to refine your pricing strategy for maximum revenue and customer satisfaction. Data and analysis tools can help you a lot here.

Visit our product bundles shopify app

4 Examples of Bundle Pricing

To fully understand how price bundling helps businesses, we have gathered 4 well-known and effective implementations of strategy in this field. Here are some bundle pricing examples of both online and physical brands, that sell products and services in the form of bundles:

1. McDonald’s Value Meals

This brand is known worldwide for its bundles. What better to include in a bundle than a delicious sandwich and a refreshing drink? McDonald’s introduced Value Meals to offer a burger, fries, and a drink at a discounted price.

 For example, a Big Mac Value Meal might be priced at $7, compared to buying each item separately for around $9. This product bundle pricing strategy started in the 1990s and has become a big part of their marketing. 

By providing a perceived higher value, McDonald’s attracted more customers, increased sales, and streamlined their ordering process, making it easier for customers to choose a meal. Now, instead of calculating in your head and deciding about your meal, you’l just order a Value meal in seconds, ensuring you’ll be making a good deal.

2. Adobe Creative Cloud

The famous PC tool Adobe transitioned from selling individual software licenses to offering the “Creative Cloud bundle”, a package including Photoshop, Illustrator, Premiere Pro, and more. The Creative Cloud subscription is priced at $52.99 per month, compared to purchasing each software individually, which could cost over $2,000 upfront. The choice is clear, right?

Many people who work with computers use many of these tools together, and it makes sense to buy a package that is more efficient and includes all of them.

Launched in 2013, this example of price bundling boosted Adobe’s revenue through recurring subscriptions, attracted a wider user base, and reduced piracy by offering a more affordable, comprehensive solution.

3. Amazon Prime

When you use the Amazon Prime bundle, you’ll probably gather all your home and personal purchases in one place (Amazon Platform) to benefit from the free shipping. That’s one of the best bundle pricing examples in a nutshell.

Amazon Prime bundles free shipping, streaming services, and other benefits into one annual subscription for $139 or a monthly subscription for $14.99. Needless to say, services like Amazon Prime Video and free two-day shipping would cost significantly more.

Introduced in 2005, Prime initially focused on free shipping but quickly expanded to include video, music, and other perks. This product bundle pricing strategy increased customer loyalty, encouraged more frequent purchases, and significantly boosted Amazon’s revenue by making Prime membership an essential part of many shoppers’ lives. 

4. Comcast Xfinity Packages

Comcast Xfinity is an internet and smart home company that offers services like high-speed internet, cable TV, streaming, etc. This company offers bundled packages combining internet, TV, and phone services (and other perks) that are considered great price bundling examples.

For example, a Triple Play package might be priced at $89.99 per month, compared to purchasing each service separately for around $120. These bundles, often marketed with a discounted rate compared to purchasing each service separately, have been a major part of Comcast’s strategy for years. 

By bundling services, Comcast has been able to increase customer retention, simplify billing, and enhance perceived value, which has helped them maintain a strong customer base and steady revenue growth.

Bundle pricing advantages and disadvantages 

A product bundle pricing strategy will undoubtedly drive sales for you, but you’ll need to approach it with realistic expectations. Here are some pros and cons for this strategy:

Advantages:

• Increased Sales Volume: Encourages customers to buy more items at once, boosting overall sales.
• Perceived Value: Offers customers the feeling of getting more for their money, enhancing satisfaction.
• Reduced Marketing Costs: Promotes multiple products in a single offering, reducing marketing expenses.
• Simplified Decision-Making: Makes it easier for customers to choose, reducing decision fatigue.
• Inventory Clearance: Helps clear out slow-moving or excess stock by bundling it with popular products.

Disadvantages:

• Lower Margins: Offering discounts can reduce profit margins per item sold.
• Customer Reluctance: Some customers may avoid bundles if they don’t need all items, causing lost sales.
• Perceived Devaluation: Frequent bundling can reduce the perceived value of individual products.
• Complex Inventory Management: Managing stock levels for bundled items can become complicated.
• Potential Waste: Customers may receive unwanted items in bundles, leading to dissatisfaction.

Introducing Fast Bundle: Your Shopify Bundling and Discount Solution

Looking to master bundle pricing and boost your business like never before? Meet Fast Bundle, the ultimate Shopify app designed to transform your bundling strategy. Fast Bundle offers four versatile types of bundles, each crafted to maximize discounts and drive sales. Whether you’re looking to create simple product bundles or intricately mixed bundles, Fast Bundle has you covered. 

Our app doesn’t just stop at bundling; it provides powerful pricing tools to design the best possible discounts, making your offers irresistible to customers. Here are the types of bundles you can make in Fast Bundle:

• Simple (fixed)
• Buy One Get One
• Mix & Match
• Volume discount

By leveraging these smart bundles and discounts, you can enhance perceived value, increase average order value, and ultimately boost your benefit. Ready to see the impact of expertly priced bundles on your business? Explore Fast Bundle and discover how our app can help you design and implement winning bundle strategies. Install Fast Bundle for your Shopify store, and ask any questions from our 24/7 support team.