In the past,
to help the sales of a less marketable product,
we’d bundle it with a popular product.
Or to increase sales,
we’d offer BOGO (buy one, get one free).
Unfortunately bundling isn’t as successful
as it once was.
I was in a store on Saturday and
there was a BOGO sale.
Customer after customer insisted on
paying the BOGO price for a single purchase.
The clerk would say no and
the customers got irritated.
Some walked away from the sale completely.
Seth Godin explains
why bundling is no longer effective.