What is product bundling
Product Bundling is a technique of combining multiple products into a single, purchasable offering for your customer. The technology presents the customer with recommended or complimentary products to the one they are reviewing on your website. This is typically shown as a built-in native page element or a pop-up feature, depending on the preferred deployment. The goal of a product bundling solution is to automate the process of recommending, discovering and purchasing multiple products by a single user to drive higher AOVs.
The bundled products offer the user a more customized and personalized shopping experience by leveraging AI to present relevant complimentary products as a complete package. The add-on products are generated based on relevancy to the user, relevancy of the origin product or historical data of the most commonly purchased products.
As an example, when shopping for a dress shirt on a retailer’s website, the user may be presented with an option to create a bundle that includes a new tie, a pair of dress socks and a jacket. The user then has the option to add one, two or the entire bundle to their cart with a single click, thus completing their new look and increasing the revenue generated from that user.
Other terms associated with product bundling technology include:
Frequently bought together
Cross-sell
Automated bundles
Packaged pricing
Complete your look, regime or room
Accessories
The perfect combination
The solution can be deployed across various pages of the website like:
Product detail page (PDP)
Product listing page (PLP)
Mini cart
Basket
Homepage
The purpose of product bundling solution
The use of AI to automate and algorithmically determine the most relevant product to include in a bundle is an incredibly powerful e-commerce tool. The solution aims to layer personalization and customization into an advertiser’s e-commerce strategy without the need for high resource allocation or technical integration work.
Advertisers who don’t use this strategy could be losing out on incremental revenue up to 10% purely from bundling. Advertisers who have a solution that is manually configured without automation operate with reduced efficiency and higher operating costs. In both scenarios, leveraging a product bundling solution will net higher AOVs, stretching the marketing spent to get the user to your website by presenting a unique bundle aimed at completing their project, look or idea.
Additional examples of how product bundling campaigns can be deployed:
Hard-coded bundles
Get with purchase bundles
Discount bundles
AI bundles
Triggered on add-to-cart
With filtering/configuration applied on top of AI bundling
How does this solution work and what information does it leverage
This solution uses JavaScript tags to enable product bundling on advertiser’s and brand websites and are a requirement to work with this type of solution. The tags can be deployed as a plugin through a brand’s existing Awin MasterTag). This functionality allows them to deploy solutions without needing to involve their internal technical teams, saving time and resources.
The Awin Advertiser MasterTag should be unconditionally appended to every page on the site, including the confirmation page, but excluding any page that displays or processes payment information. Once deployed through the MasterTag, product bundling partners will have access to the needed website data to properly load their script and deploy campaigns on the brands behalf.
Product bundling campaigns may require additional information to jumpstart their relevant recommendations algorithm.
Common data points used by product bundling technologies include:
Order information
Products viewed
Products in cart
Anonymized historical sales data
Benefits of this solution
Higher AOVs
Increased attach rates
Improved margin efficiency
Incremental revenue
Reduced resource allocation on manual merchandising
Increased longtail product visibility and sales
Improved user experience
Higher ROAS
Better unit economy and inventory management
Examples of the solution in action
