This case study explores how VOXY Official, a leading UK CrossFit brand for women, successfully implemented product bundling to increase its average order value (AOV) by 10% and generate £50,000 in sales. Co-Founder Alex shares insights into their journey and future plans.

Overview

VOXY Official, launched in April 2020, focuses on fun, engaging, high-performance fitness wear for women.

Over the last two years, Voxy has grown quite a lot into one of the UK's leading CrossFit brands for women.

The biggest plan for the immediate future is to bring more women into the brand. To achieve this goal, steps will be taken in two directions:

1. Expand the product range to bring more women into the brand.

2. Expand internationally. About 70% of sales are for the UK at the moment. And the plan is to increase the share of sales in the markets of Europe, Australia, and North America as well.

Challenge

VOXY needed effective strategies to broaden its appeal, expand its customer base and increase international sales. Challenges included reaching new demographics and rising AOV while maintaining profitability.

Approach

We helped the VOXY team implement two key bundling strategies:

1. Matching products bundling: Combining matching tops and bottoms or shorts and socks sets, similar to a "shop-the-look" approach.

2. Bulk buy discounts: Offering significant savings for purchasing multiple designs, encouraging customers to buy more.

The product bundling strategies focused on:

• Expanding the product range to attract diverse customers.

• Increasing the international market share.

• Offering discounts that encourage bulk purchases while remaining profitable.

Firstly, we combined matching products of the same design into bundles, such as tops with bottoms, shorts with socks, etc.. This approach is very similar to shop-the-look.

Secondly, we implemented a bulk buy discount. It's like “buy three and get a reduced price”. And that's actually been the best bundle Voxy has made. Because they have so many designs that people often want to buy more than one.

Results

• Average Order Value increased by 10% across the store.

• £50,000 in sales were generated through the MBC Bundles.

• Improved brand awareness and expanded customer reach with more products.

VOXY Official successfully used product bundling to achieve a 10% increase in AOV and £50,000 in sales. The strategy also boosted brand awareness, aligning with its expansion and customer acquisition goals.