Bundle Deals
One strategy covered previously in Shooting Industry is curating custom product bundles — these provide the perception of value, while taking the guesswork out of pairing a rifle with an optic or a pistol and a concealed carry purse.
These bundles also serve as a conversation starter, according to Jason Gentz, manager of Arnzen Arms in Eden Prairie, Minn. The store puts together gun/scope packages during hunting season for display, also posting on Facebook and Instagram to generate engagement with customers.
“We do sell quite a few of them this way,” Gentz informed. “But it also generates interest. It’s a conversation starter just because it’s sitting out there.”
Time is money, and if your store can save a new customer time in selecting a suitable combination, it adds value. Kelsey Scriber, co-owner of Wyoming Gun Company in Casper, Wyo., started offering product bundles in 2018. Her bundles serve two types of customers.
“We wanted to have a convenient option for our customers who might not have the time to shop for everything they need, or they may not know everything they need,” she shared. “We try to be versatile and cater to different groups of people each time, so it’s not too repetitive.”
Adding value and profit, another type of “bundling” appearing earlier in this month’s Best Practices installment is bundled targets for range customers. Jared Sloane, Shoot Smart operations manager, shared once his store began bundling four or six silhouette targets for the price of three or four, their sales volume doubled and tripled.
“And this extra revenue goes straight to the bottom line,” he lends. “Funny how a piece of paper can be so valuable!”
