Bundles are an attractive marketing tactic for eCommerce stores.
Not only do they increase the average order value (AOV), bundles also help with inventory management, increase customer satisfaction, and drive more sales.
But even though you may have great bundles to offer, you will have to come up with the right strategies to ensure the bundles perform well.
This blog breaks down Glossier’s strategy of beauty and cosmetics product bundles. You’ll learn the brand’s bundling strategies, why their bundles are customers’ favorite, and tips you can use for your Shopify bundles marketing.
Let’s get started!
Glossier beauty and cosmetics product bundles: An in-depth analysis
Glossier is an online beauty and cosmetics brand that was started in 2014. The brand offers a wide range of beauty, skincare, make up, body care, and fragrance products. The brand aims to make beauty products accessible and uncomplicated for everyone.
In addition to individual products, Glossier also offers a range of sets or bundles on its websites. These fixed bundles include different types of products and variants and are a popular choice of customers.
Let’s look at the various features of Glossier bundles that make them so attractive and successful:
1. A dedicated page for bundles
Glossier has a dedicated page for sets/bundles. Shoppers can choose to see all the bundles or choose one of the two categories – Make up sets or Skincare sets. This page clearly displays all the bundles. Each bundle shows the products and the original price and the discounted bundle price.
Customers can click on ‘Choose set’ to see more details. The page further opens to a full-page that has more details about each of the products in the beauty and cosmetic product bundles.
Having a dedicated section/page for bundles makes it easy for customers to shop. Customers who want to buy multiple products would prefer to shop bundles and avoid looking at individual products.
Apart from streamlining and easy navigation for customers, having a dedicated bundles page also makes it easy for the brand to monitor and track bundles’ performance and related inventory.
2. Different categories for bundles
Glossier beauty and cosmetic product bundles are categorized into two segments – makeup and skincare.
Segregating bundles into these two categories helps in many ways. It simplifies customers’ shopping experience, saves time as customers only see products they are interested in, and streamlines the purchase process.
For Glossier, this segmentation helps streamline inventory management and their bundling process. Moreover, it makes promotions and marketing campaigns more focused and narrowed down. For instance, the brand can easily share on the bundles page link in marketing campaigns.
3. ‘Quick shop’ and ‘See full page’ options
Customers interested in buying Glossier beauty and cosmetic product bundles have two options. The first option: They can click on ‘Choose set’ below the product listing and buy the bundle from a small window that opens more details.
The second option: From the pop up window, click on ‘See full page’ that shares more details about each product of the bundle, ingredients used, how to apply the products, look book and reviews.
Providing these two options enhances customers’ shopping experience. Repeat customers may prefer the quick shop option, while new, first-time customers may want to read more information and then proceed to purchase the bundle.
Here’s the quick shop pop up page:
Here’s the full page:
4. Displays bundle recommendations
Product recommendations increase the probability of sales 4.5X. And 54% of retailers say displaying product recommendations is one of the key factors that drives average order value in customer purchase.
Glossier pays a lot of attention to sharing bundle recommendations. The brand shares product recommendations on each of its full page bundle product pages. Customers can buy the recommended products from the ‘You may also like’ section.
Moreover, this page also has a look book that complements the recommendations section. Customers who want to get a specific look from the look book can easily find those products in the recommendations section. Thus, driving sales and increasing AOV for Glosier.
6. Displays customer reviews
Another key element on eCommerce sites that helps increase customer engagement and sales is product reviews by customers. And Glossier does a great job with sharing reviews written by their customers.
What Glossier reviews section includes:
- Total number of reviews
- Average rating
- A ‘Write a review’ tab
- A search bar so customers can enter keywords and read relevant reviews
- An option for viewers to give a thumbs up or down
- An option to filter reviews – Newest first, highest rating, lowest rating, and most helpful
The best part about the reviews section is that the brand keeps all reviews. Unlike other brands that show only positive reviews, Glossier shows reviews even if they are negative. This helps build customer trust and helps them make better purchase decisions.
7. Glossier pays attention to detail
The brand understands that sharing detailed and as much information as possible can help customers purchase decisions easier. Customers are careful when buying beauty and cosmetics products as they are to be used on their skin and body. And hence, it helps when cosmetics brands share details.
Apart from product information, Glossier also pays attention to other elements that can help enhance customer experience. For instance, sharing reviews and recommendations to help customers make better purchase decisions.
8. Glossier prioritizes visibility of bundles
You may create the best Shopify beauty and cosmetics product bundles, but if your customers don’t notice them, your bundling strategy is pretty useless. Glossier understands the importance of making their bundles seen.
Here are the things that make their bundles seen:
- A dedicated page for bundles
- Clear images for each bundle
- Neat presentation
- Detailed information on each product of the bundles
- Customer reviews and ratings
- Bundle recommendations to introduce more bundles to customers
9. Allows customers to send bundle as gift
Glossier beauty and cosmetics product bundles can be easily sent as gifts. Customers can check the option at checkout and send the bundles to their friends and family.
Additionally, customers can also add a personalized message with the gift bundle. This feature helps improve their bundle sales, customer engagement, and helps the brand grow its customer base.
Moreover, Glossier combines its bundle gifting strategy with other offers and promotional campaigns, driving more sales and AOV.
10. Glossier has a clear bundle pricing strategy
One of the most important factors that customers consider when buying bundles is the price of the bundle.
Glossier displays their beauty and cosmetics product bundles’ prices at every step and stage of the purchase journey. From the listing on the product page to the page that shares all the details to the checkout page, every page shows the price and savings.
Not just that, the brand also shows the discounted bundle price next to the original price, clearly showing shoppers how much they save.
Moreover, every product page also mentions the percentage that customers would save with each bundle.
Also read: Best pricing strategies for eCommerce product bundles
Key takeaways from Glossier beauty and cosmetics product bundle strategy
Here’s a summary of Glossier’s bundle strategy that makes it a successful business model for the brand and why their customers love their bundles so much.
- Glossier has created a dedicated page for its bundles
- The brand keeps it simple by offering bundles in two product categories
- Customers can read all important details and information about the product on the bundles page
- Every individual product of the bundles is described in detail
- Clear images and descriptions make it easy for customers to understand the product
- Their FAQs section clearly answers all basic questions
- Customers can clearly see the price benefits and percentage of savings
- Customers can send the bundles as gifts
Apply these learning for your Shopify product bundles using Appstle
With bundles being a hot favorite amongst consumers across product categories, you might miss out if you do not offer bundles to your customers.
Glossier’s beauty and cosmetics products bundling strategy has a lot to take away. You can apply these learnings in your Shopify bundling strategy to increase AOV and sales.
Installing an efficient Shopify product bundles app can make your bundles strategy easy and more effective. A number of Shopify merchants prefer to use Appstle Bundles.
Appstle Bundles is a Shopify bundles app that can be used in various industries, products and service types. The app helps merchants set up bundles, manage them, and automate tasks.
Here are some of Appstle Bundles & Discounts App features:
- Set up bundles of different types – mix and match, fixed bundles, BOGO, Frequently bought together, custom bundles, etc.
- Offer different types of discounts – volume discount, percentage discount, fixed discount, etc.
- Create upselling strategies with multiple discount types
- Get hands-on 24x7x365 merchant support from experienced teams for migration, installation, etc.
Install Appstle Bundles & Discounts App on your Shopify store today!
