Customer doubts are more present than ever.
According to Deloitte and Twilio, nearly 80% of B2C leaders believe customers trust their brand, but only 52% feel that way.
And it takes a good brand campaign to pull the fearful customer out of that mindset and back to brand engagement.
What can you do? Let’s discuss detached consumers, understand their fears, and effectively address their concerns about this BFCM using product bundles.
Understanding current fears
Today, customers don’t worry about the same things they did 15 years ago. Concerns about credit card safety have shifted to concerns about:
- Product Quality: Is the product worth the money?
- Relevancy: Does this product provide everything I need to solve my problem?
- Return Policies: Can I easily return it if there’s an issue?
For the sake of this article, let’s focus on number two.
How bundles address customer fears and reinforce trust
Put yourself in the shoes of your shoppers. What can you add to your website to improve credibility and make the shopping experience seamless?
One way to answer that question is to monitor actions that indicate the need for a reaction. For example, when products are frequently purchased together as separate items, it’s a solid signal to create a bundle with those items.
You can identify these patterns by analyzing heat maps to understand customer journeys. You can also review your Shopify online store cart analysis report, showing which products customers have added to the cart in the last 30 days.
If products are purchased together at least 5-10% of the time within this period, consider bundling them with a discount. This can be highly effective as it addresses customers’ complementary needs.
And before you put bundles on the backburner—YES, they should be used year-round, not just during major holidays like BFCM.
Consider other holidays and events like New Year’s Day, Valentine’s Day, Mother’s Day, and seasonal trends to boost your Average Order Value (AOV). For example, during summer, bundle skincare products with SPF, and in winter, bundle moisturizing products to address dry skin.
Sometimes, it can really be that simple to address what your customers need from you to feel more confident about making a purchase.
Context? Always
To tackle the fear of whether a product will work and how long it will take to see results, provide a context-heavy copy on your bundle landing pages explaining the benefits and expected results of using products.
For instance, for a product bundle providing a customer with a full skincare routine, you might feature products like a moisturizer, a cleanser, and a toner.
The copy on your bundle landing page must explain that using these together will yield results ten times faster than using one product alone. You should also specify the timeframe for visible results so customers don’t give up after a few days of use if it takes one month.
Here’s an example from Tubby Todd:
This detailed information helps establish credibility, making it more likely for customers to purchase.
Also, remember to identify unique selling points that set your products apart while remaining crystal clear. However, please avoid jargon or overly complex sentences.
Simplicity is our policy at Simple Bundles 😉
A Bundles Checklist for Black Friday/Cyber Monday
Okay—so you know how to use bundles to build trust. How can you effectively set them up and manage them so you drive up your sales and AOV this holiday season? Simple, follow this checklist:
1. Strategically Curate Bundles for Your Store
- Consider Seasonal Trends:
- Research data from the same period in previous years to identify consistent patterns.
- Curate bundles based on what was purchased frequently together last BFCM.
- Leverage Consumer Feedback and Social Listening:
- Conduct surveys and social media polls or monitor online conversations to gather insights.
- Observe customer reactions to potential bundles on platforms like Instagram.
- Be Strategic About Stock:
- Pair excess inventory with popular products in cohesive, valuable bundles.
- Create urgency with special deals for limited quantities.
- Align Pricing with AOV and Margins:
- Price bundles 20-30% higher than your average order value (AOV) while maintaining healthy margins.
- Ensure bundles offer the best possible deal for the customer.
2. Bundle Inventory Management
- Coordinate with Your Suppliers:
- Plan packaging requirements and bundle-specific packaging/labeling with suppliers.
- Ensure Adequate Stock Levels and Forecast Potential Stockouts:
- Monitor bundle popularity and anticipate stockouts by securing additional inventory.
- Implement inventory management tools with low-stock alerts.
3. Marketing and Promotions of Bundles
- Use Strategic Copywriting:
- Identify unique selling points and emphasize them in your copy.
- Craft clear, concise, and mobile-optimized bundle descriptions.
- Craft Bundle-Specific Campaigns:
- Create urgency with time-limited offers and highlight the financial benefits of bundles.
- Use testimonials to add social proof to product pages.
- Integrate Bundles into Your Email and SMS Flows:
- Showcase bundles in dedicated email campaigns and upsell them in abandoned cart flows.
- Segment customers for personalized bundle promotions and incorporate SMS for high open and click-through rates.
- Highlight Top-Selling Bundles:
- Use Shopify Analytics to identify and feature your most popular bundles prominently on your website and in marketing materials.
4. Prep Your Customer Support Team
- Provide Comprehensive Training:
- Train your support team on each bundle’s contents, unique selling points, and limited-time offers.
- Prepare Support Materials:
- Equip your team with FAQs, product guides, and comparison charts to promote bundles effectively.
- Empower Your Team:
- Encourage customer support to recommend relevant bundles during pre-sales support.
5. Shipping and Fulfillment of Bundles
- Coordinate with Your Fulfillment Team:
- Provide clear instructions on identifying bundled orders and any special packaging requirements.
- Allow for Single-Item Returns from the Bundle:
- Implement a flexible return process that allows customers to return individual items within a bundle.
- < UNK> To maintain customer loyalty, ◦ Consider offering store credit or exchanges instead of refunds.
Address fears the simple way
Another way you can build trust? Give customers the choice to customize their purchases.
Mix-and-match bundles let customers select flavors, colors, scents, patterns, and other product variants to create a bundle of products to address their specific needs.
We streamline these bundles with your backend processes in four ways:
- Bundle building made simple: Craft all types of bundles, like mix-and-match, multi-packs, subscription bundles, B2B wholesale packs, and more.
- Infinite options: Offer bundles with infinite choices, passing Shopify’s variant limit.
- Order breakdown: Simplifies order processing by splitting bundles into individual items and keeping inventory up-to-date to prevent overselling.
- Advanced order & inventory management: Manage orders, and track bundles and their content inventory in real-time across multiple locations.
Learn more on the Shopify app store, and redeem a free month of any of our paid plans by installing Simple Bundles and writing “FASTLANE” to our support team afterward.
