We talked with Leo, the e-Commerce Specialist at McSport - one of our biggest customers, about their company, business goals, bundling strategies, and the MBC Bundles App performance. Enjoy reading! ;)
About the Brand and Business Goals
McSport is a family company founded 40+ years ago by siblings Philip and Carol McLaughlin. Today McSport is the leading independent supplier of sports and fitness equipment covering the entire island of Ireland: the Republic of Ireland and Northern Ireland. They sell everything from footballs to commercial gym equipment like Squat Racks, Power Racks, Weight Benches, etc. And provide equipment to lots of schools in the country, commercial gyms, and individual consumers, of course. For now, the main business goal for McSport is to increase brand awareness by increasing online presence.
Bundling strategies and performance analytics
To perform good strategy, start to analyze. For example, which are best-selling products? Make a list of ten best-selling products, and then find out what other products are frequently bought with that product that is a best-seller. And create a bundle based on that. Also, another way to create bundles is basically using common sense. For example, we know that customers who buy barbells need to buy weights. No one buys only the barbells. So, with the experience that everyone has in their business, we kind of already know which bundles to create from the start.
I would say those are the main methods we use to create bundles: our experience in this industry, knowing what sells the best; and using data to identify which products go well together.
Also, it is important to keep track of the bundles' performance every week. Which bundles sold the most? Which bundles didn't sell? Using such week-on-week report, it is easy to identify if the particular bundle is successful or not and what you can do to make it successful.
Results brought by MBC Bundles app
Talking about sales, bundles usage made numbers to increase on the average order value of at least 50%.
So, for example, if the AOV before MBC Bundles was €100, it jumped to €150 depending on the month, sometimes even more.
McSport had bundles before using the app. But they were physical bundles and used to take up a lot of space in the warehouse. They didn't have a lot of autonomy to create bundles. To create bundles they would have to engage with several other areas, like procurement or the warehouse - to ensure those bundle products were in stock, bundles assembled, etc.
And now, when we want to create a bundle, it's like 30 seconds. Just think of the bundle you want and create it in the app. And that's it. No need to have any packs in the warehouse. The App increased sales and removed a lot of the labor involved in creating physical bundles.
A short story of successful collaboration
- Are you happy with the results MBC Bundles brings you?
Yes, definitely. One thing I like about the company a lot is that every kind of necessity we have if we want to change something in the app or customize it - the team is always open to our suggestions. And I don't think there was anything that I suggested that you have not implemented. And that was really nice. You see that a company (and we are not your exclusive clients) is open to working with us to adapt to our requirements - that's the best thing about MBC Bundles.
- What would you tell our potential customers who are just considering using the MBC Bundles app?
Even if the app works really well, that's not the point. It's bringing results, as I said. However, company's being open to suggestions is the best thing for me. And that's what I would say to anyone thinking about installing the app: these guys are very committed to working with the stores and their clients to improve their experience. I would recommend to anyone to at least do a trial with the app. Because, honestly, I only have compliments to the team.