How to make something different with bundling strategy? Answers from Nala.

January 24, 2024

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We are used to some kind of framework that assumes that there are types of bundles - Packs, Mix-and-Match and so on. And this mindset is present both for sellers and developers. However, reality forces us to move away from this approach. Towards greater flexibility and diversity. And this blog is just such a story.

We met with Phil, a Nala co-founder, and he shared how to perform something different.

Brief Brand Story

Nala is a new underwear brand from Australia that launched at the end of 2022. Brand is created by a couple - Phil and Chloe. 

Phil: ”We felt that underwear had become boring in Australia, and there was an opportunity to create a fun brand that was sustainable, affordable, inclusive but that makes really high-quality products at an affordable price. And that is where Nala was created.“

Four main principles of the Brand are non-negotiable: 

  • Comfort that should be balanced with style. To feel bold, to feel sexy, to feel seen. 
  • Affordable, but quality.
  • A Brand for everyone - Nala is a brand that represents inclusivity. Gender. Race. Size. It doesn’t matter. 
  • Sustainability - Nala team is continuously searching for more ethical innovations to update the offerings - whether it’s the product, packaging, or the people who are making them.
Phil: "At its core, this is a brand that represents inclusivity. ... Our products are designed to serve a femme look but can be worn by anyone - women, men, and gender-diverse folx. We’ve got your back, and your bums and any other bits you were born with."

Bundling Strategies and Customer experience 

Nala bundles are a bit different from what most MBC Bundles customers are used to. They are creating not just regular sets but Mix&Match Packs - kind of a hybrid pattern. It required some initial expert dev work, but the result was worth it. 

If you go into a regular offline retail store, you'll often see underwear sold in packs, and you can mix and match and do all these fun kinds of things with it. And if you look online - there is almost no one doing that! So, Nala came up and used this opportunity to be able to give customers that same experience that they're used to in retail but bringing it online.

Phil: ”So, the fact that someone could order one pink G string, five black high-waisted undies, and then four more bikinis and get a ten-piece pack in different sizes - we think it's pretty cool, and our customers have really enjoyed that. “

So in Nala came to use two types of bundles. One is mentioned before. Shoppers can build their own pack, and if they buy multiple pairs of underwear, three, five, or ten packs, they get a discount. And also Nala got a set where individual products are paired together. 

Phil: ”Our packs (that are integrated into the individual products) are much more successful and much better sellers than our sets. So it's definitely been something that we're very happy we've rolled out, and we can continue promoting it even more. “

Regarding the perfect customer experience for clients, it is important for them to be able to find what they're looking for. And when you go to online stores these days - there's often too much information, it's too hard to find the way around, and it's overwhelming. Nala tried to keep simple, so people can find the information they want but are not barraged with it. And conversion rates are really high as a result. And a part of it is to do with good products and good branding, but the other part is a simplified user experience, which is very important. 

Phil: ”For now, I'd say approximately 10% of our sales include bundles. And to be honest, it could be higher if we promoted it better. We're a new brand, and, for sure, we can make that 10% up to 20 or even 30%. But even at 10%, that's a significant amount of our revenue. And what's really good about it is that for that 10% - the average order value is much higher than usual, and orders with bundles are much more profitable compared with non-bundle sales.”

About MBC Bundes App

The Nala team spent a lot of time researching and looking for a bundling app, and they couldn't find anyone that could do the mix-and-match bundle MBC Bundles App offering.

Phil: ”And I think you, guys, were the only option. Maybe we missed someone, but … we went with it. And so far, it's been a great experience for us, so I highly recommend it.”

In general, the MBC Bundles App gave Nala the flexibility of bundling patterns that most other solutions out there don't provide, and that allowed them to get creative with customer journey and experience.

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