A subscription consumables brand boosted average order value 8-10% during Black Friday by bundling more units per package instead of cutting prices. Lower per-unit production costs let them offer what felt like a discount while protecting margins.
Black Friday, Cyber Monday 2024. One thing I saw which was really cool, they basically said we don't really have the margin to go off discount everything 10%, 5%. They're mainly a subscription company, so they're like, if I give someone a subscription discount a little bit, is it really worth the sale for it? But instead what they did was they went on to bundle, and basically instead of bundling, because they were consumable, they did bulk, and they crushed it with their bulk orders, basically allowing people to get a discount to buy a lot more of it at one time. They didn't really discount. All they did was take their product, make more of it, which cost them less to make, and then selling that off at a lower price to the consumer, which essentially feels like a discount of 8 to 10% off the product. And they had an 8 or 10% increase of AOV. Subscribe to the pod.
