A product bundle combines two or more products or services into one commercial offer. The components may be sold at one price, a discounted combined price or as a required configuration.
Why do businesses use bundles?
Bundles can simplify buying, increase average order value, introduce complementary items and differentiate an offer. They can also move slow inventory when the economics remain transparent.
Which bundle types are common?
- Fixed bundles with predetermined components
- Configurable bundles with customer choices
- Mixed bundles whose items are also sold separately
- Pure bundles available only as a set
- Product-and-service packages
How should a bundle be priced?
Start with component costs and standalone prices, then define the commercial objective and margin floor. If items worth $120 separately are sold as a $100 bundle, the visible bundle discount is $20 or 16.7% of the standalone total.
What operational issues arise?
Inventory must account for each component even when the customer sees one offer. Define substitution, partial shipment, returns, warranties and tax treatment at both bundle and component level.
How should performance be measured?
Compare conversion, attachment, margin, returns and cannibalization with equivalent standalone sales. Higher bundle revenue does not prove higher profit.
