Bundles Don’t Always Work

Most airlines bundle their food. I noticed people today on my flight discarding at least half of their meals. Primarily they ate fruits or crackers and got rid of the putrid hard-boiled egg halve and the cheese squares. After all, this is airplane food.

When you bundle something, whether it’s a meal or suite of software products, it assumes the customer will like everything or at least the majority. But they won’t. Every customer is unique. And bundling devalues the individual products.

Perhaps there should be an offering of individual items. An apple, a pear, (they can leave out the glop of cheese), crackers, etc. What would that cost? This rethinks the pricing and value of an individual product. When you’re trapped in a fuselage at thirty-eight-thousand feet, you’ll pay the premium for a delicious sweet apple.

For the products we have in our shops, Shopify or Amazon page. We tend to discount them to entice more people to buy. It’s similar to the bundle fallacy, the value may also decrease. Instead, try raising the price on your individual products; but give it the allure of the only product in its category. Like the four-dollar apple being sold at thirty-eight-thousand feet. Make it irresistible and they’ll pay the price you set.

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