Yesterday I came across a fascinating article about price pack architecture (PPA) that confirms something I’ve been chirping about for years.

Success is often not so much about what you sell, but how you bundle and package it.

With such an inflation-weary market, consumer goods companies are discovering that smart packaging configurations can be the difference between struggling and kicking butt.

But what really got me thinking is how this should usually NOT be about downsizing packages to mask price increases (the much hated-on “shrinkflation“).

We instead should be engineering product formats that align with how customers really perceive value.

This is where eCommerce brands have a massive advantage over traditional retail.

You can test and deploy different combinations and quantities almost instantly without navigating complex retail space negotiations.

You think it, and try it.

Cut what fails and keep what works.

Some options worth exploring:

Strategic trial sizes that lower entry barriers for new customers 

Family packs that increase value perception and household penetration 

Subscription bundles that encourage regular replenishment 

Installation packages that include all necessary tools and accessories 

Complementary product combinations that enhance the core experience

My new Uplift standing desk came with a t-shirt, desk accessories, and more branded swag than I’ve ever received with a single purchase.

For a desk! That unexpected generosity created immediate positive sentiment about the brand and product before I’d even assembled it.

In I Need That, I talk about how the packaging of a product can transform it from a mere want into a perceived need. When bundles address multiple pain points simultaneously, they trigger what I call the “completeness effect” – the feeling that you’re getting the optimum solution, not just the bare necessities.

It goes a step behind the “whole product” concept to what else customers might value.

According to research from Roland Berger, optimized pricing and packaging architecture can boost EBIT margins by up to four percentage points, even when revenue increases only moderately. That’s transformative in categories with traditionally tight margins.

Product Payoff: I love how Brooklinen blew up the bedding category through smart bundle architecture. Rather than selling individual sheets and pillowcases at standard markups, they created the “Classic Bedroom Bundle” combining sheets, duvet cover, and pillowcases at a 25% discount to buying separately. This bundle approach simultaneously increased average order value by 70% by giving customers the perception of greater value. The strategy proved so successful that bundles now account for over 60% of Brooklinen’s revenue.

Action for today: What is your current product packaging strategy. Are you offering the same configurations as everyone else in your category? Start testing at least three new bundle options based on distinct customer segments or usage occasions.

The goal is to strike meaningful combinations that solve broader customer problems. Even simple changes like “perfect starter kit” or “pro setup” packaging can hugely shift customer perception and willingness to pay.

What’s the most impressive product bundling you’ve experienced as a consumer?

Did a thoughtful combination or unexpected extra ever push you toward purchasing? Slap that reply arrow and share your bundling experiences.

Or reach out to my amazing team of product marketing strategists at Graphos Product.