(I was inspired to do this article after visiting my daughter’s store, RUBY, where I noticed how many little items she had tied together with ribbon as a “set.” There were several bracelets together, panty packs of two, three or five, a package of three tees, etc. The pricing was even numbered like $10, $20, etc. and as a shopper I could realize how quick and easy this choice could be. It seemed especially effective for the Valentine shopping season in progress. The more I thought about it, the more I felt the need to share “bundling up” for better profits with each of you!)
All of us enjoy a sweet deal, by just like icing on the cake, it can be overdone. Bundling is a delicate blend of ingredients that:
*Sweetens the deal for your customers
* Increases your average sale
* Boosts your employees’ productivity
*Reduces your risks
If you are considering bundling, ask yourself these questions:
1) What are some of the challenges shoppers face in buying clothing
Some folks are color blind or have no fashion sense. They are in a hurry and forget to buy the related purchases they need. They long for help in making decisions. A bundle is already combined and ready – no choice.
2) What can I bundle together to make life easier for my customers?
Shoes and Handbags
Assorted Accessories that mix/match
Hosiery for the outfit
Socks for the shoes
Tees with Jeans
Slippers with robes
Panties with bras
7 panties (one for each day)
Basic tees set (red, black, white)
Lip gloss and mirror
Gloves & scarf
Anything that makes sense together or fills a need!
3) What benefits would buyers gain from bundles?
Customers would save time, whether shopping for themselves or a gift, they would find things easier. A bundle usually adds more versatility and functionality to a wardrobe by mixing and matching. Shoppers usually think a bundle is a better deal and they feel good about saving.
4) What benefit would the retailer gain from this?
Total sales should increase. Multiples units would be sold. Customers would appreciate the creativity and novelty of the combination.
Employee’s productivity should go up because they will generate more sales dollars per customer.
Look around, what goes together as the perfect bundle in your store?
Learn even more and be further inspired at TJ’s seminar at the Apparel Market on Saturday, April 2 at 10 a.m. She’ll get you excited about driving traffic through promotions and contests. More information on her seminar and full lineup of events can be found here.
More on bundling can be found in “Pricing for Profit” by Dale Furtwengler, available from www.amaconbooks.org.