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What bundling strategies increase customer value and loyalty?

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Bundling is a retail marketing strategy that combines two or more products or services into a single package and offers it at a lower price than the sum of the individual items. Bundling can increase customer value and loyalty by providing convenience, savings, variety, and cross-selling opportunities. In this article, you will learn about four types of bundling strategies and how to use them effectively in your retail business.

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1 Pure bundling

Pure bundling is when you only sell products or services as a bundle and not as separate items. For example, a cable company may offer a bundle of TV, internet, and phone services and not allow customers to choose only one or two of them. Pure bundling can create a strong value proposition and lock in customers for a long-term relationship. However, it can also alienate customers who prefer more flexibility and choice. To avoid this, you should offer different bundles that cater to different customer segments and needs, and communicate the benefits of the bundle clearly.

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Maamar Gomeri

Business Development & Marketing Lead chez BIGO
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Le regroupement est une stratégie efficace pour diverses raisons, en particulier pour augmenter le panier moyen d'un client. En offrant un regroupement spécifique sous la forme d'un lot, similaire à ce que l'on observe couramment dans les grandes surfaces, on offre un avantage double : d'une part, le client bénéficie d'un co?t réduit au kilo grace à une remise, et d'autre part, le distributeur voit une augmentation de son panier moyen. Cette approche est particulièrement pertinente pour certaines catégories de produits qui ont une longue durée de conservation et qui sont généralement consommés en grande quantité.

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2 Mixed bundling

Mixed bundling is when you sell products or services both as a bundle and as separate items. For example, a fast-food restaurant may offer a combo meal that includes a burger, fries, and a drink, as well as each item individually. Mixed bundling can appeal to a wider range of customers and increase the perceived value of the bundle. However, it can also cannibalize the sales of the individual items and lower the profit margin. To avoid this, you should set the bundle price at a level that makes it attractive but not too cheap, and highlight the advantages of the bundle over the individual items.

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Maamar Gomeri

Business Development & Marketing Lead chez BIGO
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Le regroupement mixte est pertinent quand les produits s'associent bien. Il faut également faire attention à ce que les produits soient d'une qualité équivalente. On achète souvent en lot en cas de besoin et dans le but de bénéficier d'une ristourne.

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3 Cross bundling

Cross bundling is when you sell products or services from different categories or brands as a bundle. For example, a bookstore may offer a bundle of books, a coffee mug, and a gift card. Cross bundling can create variety and excitement for customers and introduce them to new products or services that they may not have considered before. However, it can also confuse customers and dilute the brand image. To avoid this, you should choose products or services that are complementary and compatible, and match the bundle theme with the customer profile and occasion.

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Michael La Kier

Digitally-infused Consumer & Shopper Marketing ? Relentlessly Curious, yet Action-Oriented ? Strategic Advisor
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Selling a curated collection of complementary products can help retailers capture casual browsers and eager-to-buy shoppers. If your bundle is intended to offer a discount or value-add, it’s essential to display that information prominently within your marketing efforts.

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Maamar Gomeri

Business Development & Marketing Lead chez BIGO
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Le cross selling est l'une des meilleures stratégie, surtout en e-commerce, pour augmenter le panier moyen du consommateur. Une des meilleures stratégies pour mettre en place du cross selling est de baser les suggestions du cross sell sur les produits associés au produit ajouté au panier. Si le client ajoute à son pannier une télévision, on peut lui proposer des cables, des nettoyants pour la tv ou même un meuble.

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4 Customized bundling

Customized bundling is when you allow customers to create their own bundle by selecting products or services from a predefined list or menu. For example, a travel agency may offer a bundle of flight, hotel, and car rental options that customers can customize according to their preferences and budget. Customized bundling can enhance customer satisfaction and loyalty by giving them more control and personalization. However, it can also increase the complexity and cost of the bundling process. To avoid this, you should limit the number of options and variations, and provide guidance and recommendations to help customers make the best choices.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Maamar Gomeri

Business Development & Marketing Lead chez BIGO
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Voici quelques autres stratégies de regroupement que j'estime pertinentes pour fidéliser une clientèle : 1. Programmes de fidélité : En offrant des points ou des récompenses pour chaque achat, et des bonus pour des achats groupés. 2. Offres saisonnières 3. Exclusivités de regroupement : Offrir un produit exclusif qui n'est disponible qu'à l'achat d'un certain nombre d'autres articles. 4. Programmes d'abonnement : En offrant des réductions sur des produits régulièrement achetés en échange d'un engagement sur une période donnée. 5. échantillons gratuits ou produits en bonus 6. éditions limitées ou collections capsule

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Kevin R.

I share tips and tools to help you make videos that convert ??
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Theme bundling: when you bundle services and products around a common thematic. For instance: Apple One. The Cupertino firm bundled many of its entertainment services to increase value for money. And thus, increase market shares in different sectors such as music streaming or video streaming. This strategy isn’t new as many companies had already bundled services around office (eg. Microsoft 365). One key element for effective bundling is to include a must services. A common services in current bundles is cloud storage and services.

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What bundling strategies increase customer value and loyalty?

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5

1 Pure bundling

2 Mixed bundling

3 Cross bundling

4 Customized bundling

5 Here’s what else to consider

Retail Marketing

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What bundling strategies increase customer value and loyalty?

1

2

3

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5

1 Pure bundling

2 Mixed bundling

3 Cross bundling

4 Customized bundling

5 Here’s what else to consider

Retail Marketing

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