Product bundles have proven to be profitable for eCommerce brands across industries.
Many health and wellness brands are offering attractive bundles. That’s because bundles help increase the average order value (AOV), increase customer satisfaction, and boost sales.
However, even if you create attractive health and wellness product bundles, you will have to come up with the right strategies that align with your customers and market, for the bundles to perform well.
This blog breaks down the health and wellness product bundling strategy of Tata 1mg, one of India’s best medical, health, and wellness eCommerce brands.
You can learn strategies that you can apply to your Shopify product bundles.
Let’s get started!
Tata 1mg – health and wellness product bundling strategy breakdown
Tata 1mg is one of the most popular eCommerce medical and health products brands in India. The brand also offers many product bundles across categories. Even though the brand is well-known, it doesn’t take its marketing and promotional strategies for granted. In this section, we take a look at its health and wellness product bundling strategy, and pull out important learnings and takeaways, which you can apply to your Shopify bundling strategy.
1. Offers a wide variety of bundles
Customers have different needs when it comes to health and wellness. And being a health and wellness product aggregator site, Tata 1mg offers a wide variety of products.
However, the brand is spot on with its health and wellness product bundling strategy. Here’s what we can learn from it:
- There are multiple bundles focused on different needs, for example, for diabetes, weight management, elderly care, liver care, etc.
- Each bundle is carefully curated with complementary and relevant products
- Some of the bundle listings have discounts highlighted on the products page
- Takeaway: Each bundle has a clear name that mentions its theme, making it easy for customers to understand the bundle components
2. Value beyond discounts
Whether it is grocery bundles or health and wellness bundles, today, customers look for quality and value or cost and discounts. Tata 1mg recognizes this.
Here’s how some ways in which Tata 1mg enhances the value of its bundles and what you can learn:
- Mentions the use and purpose of each medicine in the title of the product listing
- Mentions ingredients and detailed information about each product so that the customer knows exactly what they’re buying
- Each product in a bundle is related and complementary, enhancing the overall value of the bundle. For instance, a weight management combo pack includes products meant for detoxification, and metabolism improvement, too
- Takeaway: Talk about factors related to your brand and products to enhance the perceived value of your product bundles. For example, they could be sustainability, organic products, quality, and other non-price attributes
3. Shows ratings with each health and wellness bundle listing
Ratings and reviews help customers make purchase decisions. For brands, these are elements that can help increase sales and the time customers spend on the website exploring products.
Here’s what we can learn from Tata 1mg:
- The brand shares ratings and reviews with every product bundle listing
- Ratings are mentioned out of 5 stars along with the number of ratings and the number of reviews
- The ratings and reviews are mentioned at the end of the page where visitors can read the full product reviews
4. Offers themed bundles
Tata 1mg creates a cohesive shopping experience by offering themed or curated bundles. This helps keep confusion at bay. Customers know how the brand has created bundles—based on specific diseases and needs—and how to look for a bundle that meets their needs.
Let’s look at some takeaways from their themed health and wellness bundle strategy:
- It has disease-based themes as well as organ-based themes (For example, diabetes, and liver, respectively)
- It also has generic theme bundles, such as first-aid kit
- The brand also offers bundles of healthy juices, apart from medicines, and supplements
5. Personalization
Although Tata 1mg bundles may seem generic, there is a certain level of personalization. While lifestyle products, such as cosmetics and groceries are easy to personalize, with health and wellness products, there is little scope for personalization.
Let’s see what Tata 1mg approaches personalization for its health and wellness bundling strategy:
- The brand address specific concerns and diseases with targeted bundles
- The bundles are marketed to customers for specific needs, making it more relevant and targeted
- The brand creates bundles based on market trends and customer needs
- This strategy positions the brand as a solution provider in the health and wellness eCommerce market
6. Detailed information
Even though information about every product is just a quick online search away, it is important for health and wellness eCommerce brands to mention important details on their website.
Here’s how Tata 1 mg incorporates this aspect:
- Clear communication of the products in each bundle
- Highlight benefits and usage of the bundles
- How the product works and key ingredients in the product
- Savings when bought as a bundle
- Mentions the original price and discounted price
- Shows images of every product, making information more clear
Also read: Best Pricing Strategies for eCommerce Product Bundles on Shopify
7. Impactful marketing
Not just offering quality bundles, Tata 1mg also knows that unless it markets its products and brand well, it won’t cut it with many other competitors in the market.
Key focus areas of its marketing strategy:
- In one of its campaigns, the brand focused on emphasizing on quick delivery
- Another campaign focused on real-life doctors who are dedicated to their patients, which helped the brand build trust among consumers
- With one of their marketing campaigns, the brand focused on partnering with people for lead-generation
- Apart from these campaigns, they incorporate the usual marketing strategies that work, such as discounts, email, push notification, health camps, print ads, billboard ads, etc.
- The brand understands that it is important to share informational and educational content in the health and wellness industry. Articles, blogs, videos, are among its other content marketing strategies that is a must for health and wellness brands
- Every product bundle page also shares recommendations for similar products, increasing product discoverability and sales potential
Key takeaways from Tata 1mg bundling strategy breakdown
- Understanding customer needs can enhance the performance of your product bundles
- In case of health and wellness bundling offers, it helps to understand the common diseases and health problems faced by customers
- Ensuring the products in each bundle complement each other and go well together is important
- Enhancing the value perception of the bundles by mentioning factors, such as discounts, benefits, can help customers make purchase decisions easily
- Tata 1mg keeps the bundles simple, reducing confusion and complexity
- Showing savings with the bundle listing by mentioning the original price and discounted price, or mentioning amount saved in percentage helps enhance its value perception
- Offering a wide variety of health and wellness product bundles improves sales potential
- Optimizing product bundle strategy by monitoring the performance of bundles and testing different product combinations and lead to better results for eCommerce businesses
- Health and wellness brands can also leverage seasonality for their bundling strategy. For example, offer bundles related to winter health care
- Offering limited period deals increases the potential for sales
- Multiple payment options improves sales potential. For instance Tata 1mg offers different payment methods as well as offers for using specific payment methods.
Set up Shopify health and wellness product bundles in a matter of minutes
Dissecting the Tata 1mg health and wellness product bundling strategy, we have learnt the many benefits of offering bundles, and how the brand approaches its bundling model so well.
However, to set up a successful bundling strategy on your Shopify store, you will require a smart app, such as Appstle Bundles & Discounts App.
With Appstle Bundles App, you can:
- Create and launch customized product bundles for your Shopify store
- Manage and automate tasks related to bundling, such as inventory management, alerts and notifications, discounts and deals, etc.
- Choose from many different bundle types, such as classic, combo, mix and match, etc.
- Upsell and cross-sell marketing features
- Integrate with other third-party apps and Shopify apps
- Have 24x7x365 expert and efficient customer support
Install Appstle Bundles & Discounts App on your Shopify store today!
