Dyson — Multi-Buy Bundles

Incentivising Purchases to Reduce Excess Stock

The Brief

Dyson identified an opportunity to address three key challenges:

1. Encouraging Purchase Decisions: Existing and potential Dyson customers needed more significant incentives to invest in high-quality Dyson products, particularly during the COVID-19 pandemic when digital shopping became essential.
2. Managing Excess Stock: Warehouses burdened with surplus inventory of older models, such as the Dyson V7™ and V8™ cordless stick vacuums.
3. Competing In Online Retail: Digital shoppers had access to multiple retailers. Dyson needed to stand out with attractive offers to retain and grow its customer base.

The Solution

Dyson introduced multi-buy bundles, combining two machines into a single discounted package. These bundles offered:

• Value For Money: Providing a compelling incentive for customers to invest in multiple products.
• Problem-Solving Themes: Aligning bundles with specific needs (e.g., healthier homes or improved home office setups).
• Stock Clearance: Facilitating the sale of surplus inventory to free up warehouse space.

Key Features of Multi-Buy Bundles

• Existing Bundles: Previously live bundles included:
• Home Office: Dyson Pure Cool Me™ personal purifying fan + Dyson Lightcycle™ task light.
• Healthier Home: Dyson Pure Cool Me™ personal purifying fan + Dyson V11™ Absolute cordless vacuum.
• Kitchen: Dyson Pure Hot+Cool™ purifying fan heater + Dyson V7™ cordless vacuum.
• Customisable Bundles: Markets were empowered to create their bundles based on available stock, using the home office bundle design as a template.

User Journey

For Multiple Bundles

1. Users navigate to the all bundles landing page or themed bundle pages.
2. They select one product, which prompts the option to add another product to the bundle.
3. Add the second product via soft bundling, and users proceed to checkout.

For Single Bundles:

1. Users navigate to a specific themed bundle page.
2. They add one machine and a second to complete the bundle via the soft bundle page.

Design & Components

1. PDP (Product Details Page): Hi-fidelity designs guide users through bundle options. Highlight promotional banners for exclusive savings (e.g., “Save up to £299 on exclusive bundles featuring the Dyson Pure Cool Me™ purifying fan. Limited time only”).
2. All Bundles Landing Page: Showcases all available bundles, helping users explore options that fit their needs.
3. Mobile PDP Components: Informational copy instructs users on how to create bundles. Multiple product cards display bundles linked to specific models.

Fig 1.1— Signposting to all bundles landing + themed bundle landing.

Hi-fidelity Designs

PDP (Product Details Page)

Fig 2.1 — Hi-fidelity Sketch design of the desktop PDP (BP01).

Fig 3.1 — Hi-fidelity Sketch design of the mobile PDP: blue promo banner.

Fig 3.2 — Hi-fidelity Sketch design of the mobile PDP: multiple bundles component.

Fig 3.3 — Hi-fidelity Sketch design of the mobile PDP: instructional copy.

All Bundles Landing

Fig 4.1— Hi-fidelity Sketch design of the all bundles landing.

The Result

The Dyson insights team, a group of data analysts, were tasked to analyse the performance data. Their early expectations indicated:

• Increased Customer Engagement: Multi-buy bundles offer precise value, encouraging more frequent purchases.
• Warehouse Optimisation: Bundles help clear older stock efficiently.
• Enhanced Digital Experience: For Dyson customers through thoughtful design and a seamless user journey, improving the online shopping experience and positioning Dyson as a leading choice for consumers.