Smart bundling strategies for mobility providers
Product bundles have become indispensable for successful e-commerce strategies. Industry leaders such as Amazon ("often bought together"), telecommunications providers with their telephone/Internet TV packages and software suites such as Microsoft Office clearly show how effectively bundles can increase sales and at the same time increase customer satisfaction. But how can companies in the automotive and mobility sectors make the most of this successful strategy?
This article shows why bundling offers enormous potential in the automotive sector, what challenges need to be overcome and how the Bundle Accelerator from diconium, in collaboration with commercetools, exploits this potential.
Advantages and challenges of bundles
Product bundles offer both customers and companies clear advantages. Customers benefit from easy decision-making, a pleasant buying experience and attractive prices, while suppliers can increase their average basket value through targeted upselling and cross-selling. Attractive overall prices mean that customers often perceive the bundle as particularly advantageous, which increases the perceived added value.
Some key benefits are:
- Higher basket value: shoppers purchase multiple items at the same time, which immediately increases the order value
- Shorter decision times: Bundled offers make purchasing decisions quick and easy, resulting in fewer shopping cart abandonments
- Reduced comparability of offers: Bundling means that offers can no longer be compared1:1 with competitors' products; instead, there is differentiation in terms of content
Nevertheless, bundling also creates challenges. In particular, the pricing strategy requires great care in order to avoid margin losses and cannibalization of existing high-margin products. In addition, the operational complexity increases due to requirements for inventory management and logistics in order to manage all components synchronously and error-free.
The creation and maintenance of bundles in the online store is also often time-consuming and complex, as the linking of the individual components, including the price rules, is not supported by the systems out of the box.
Successful examples of bundles in the automotive sector
Various forms of bundles are established in the mobility sector. Typical examples are vehicle purchases combined with insurance, maintenance contracts or electromobility offers:
Vehicle and insurance:- Maintenance packages: Volkswagen integrates maintenance packages into new car purchases as standard to ensure long-term customer loyalty and planning security
- Electromobility: BMW combines electric cars with generous charging credit or home charging infrastructure, making it easier for customers to get started
Innovative bundles are created through creative collaborations, such as mobile phone contracts combined with free car-sharing kilometers, which increases added value and convenience.
Tips for defining successful bundles
A successful bundle is characterized by its relevance and benefits for the customer. Strategic approaches such as target group analysis, identification of complementary products and services, market and competition analyses as well as extensive tests and customer feedback help you to define your own bundles in the best possible way:
- Target group analysis
Analyze customer needs and purchasing behaviour precisely in order to put together relevant bundles. - Identify complementary products
Find products that appear sensible and attractive in combination (e.g. vehicle and maintenance contract). - Market and competition analysis
Check which bundles already exist and which market niches are still open in order to create unique offers. - Use customer feedback
Test new bundles initially in pilot phases and continuously optimize them based on customer feedback.
Pricing strategies: The key to success
Bundles can be priced according to various proven models:
- Discounted bundles: customers benefit from clear price advantages compared to individual purchases.
- Freemium models: Some services are initially free, while add-ons are subject to a charge (ideal for digital services)
- Upselling bundles: Increased value through additional options or higher-quality features
- Cross-selling bundles: Main products combined with useful accessories to increase the basket value
The Bundle Accelerator from diconium: an innovative solution for commercetools
The Bundle Accelerator from diconium is an innovative solution for commercetools that offers companies a unique solution that is fully integrated into the commercetools store system. It enables the quick and easy creation and management of complex product bundles without additional databases or infrastructure.
The Accelerator scores with:
- Simple and flexible configuration Flexible, dynamic price rule definitions
- Combination of individual items and services into complex bundles without IT effort
- Complete integration into the existing infrastructure and interface
- Intuitive user interface for a seamless shopping experience
This significantly reduces complexity and integration costs while providing customers with a compelling user experience.
Conclusion: seize strategic opportunities
Intelligent bundled offers are proving their effectiveness in the automotive and mobility sector in particular. They not only increase sales and strengthen customer loyalty, but also enable a clear differentiation from the competition.
The Bundle Accelerator from diconium is a powerful, easy-to-integrate solution that makes these advantages strategically usable. It's the ideal time to take your product strategy to the next level with smart bundling solutions.
Interested in more information or a personal consultation? Contact us - we will be happy to help you revolutionize your e-commerce strategy with diconium and commercetools!
