Dyson — multi-buy

Bundle offerings that group machines in one package.

The brief

1. Existing Dyson owners and potential Dyson owners are considering purchases more intently and need further incentives to invest.
2. Excess stock of older machines takes up space in warehouse facilities, e.g., Dyson V7™ and V8™ cordless stick vacuums.
3. COVID-19 — For individuals who are unable to visit physical stores, digital purchases have become an essential part of their shopping experience. Shoppers may not buy from Dyson over other online retailers who operate and deliver during the pandemic.

The solution

Group machines in one package, which gives consumers increased value for their money and incentive to invest in more than one machine at a discounted rate. Bundles are themed to solve a particular problem or enhance an area of the home.

Multi-buy bundles

A multi-buy bundle is created by grouping two machines into one offering. Markets with surplus and older stock can create bundles to encourage customers to purchase and free up warehouse space.

A bundle can be themed to help solve a problem in the home or align with a room in the house. The bundle name creates a proposition for the user to help them understand the benefit of purchasing the machines together. It’s an opportunity to elevate the bundle as an aspirational offering.

Existing bundles

The following bundles were previously live (on all platforms):

1. Home office (Dyson Pure Cool Me™ personal purifying fan + Dyson Lightcycle™ task light).
2. Healthier home (Dyson Pure Cool Me™ personal purifying fan + Dyson V11™ Absolute cordless vacuum).
3. Kitchen (Dyson Pure Hot+Cool™ purifying fan heater + Dyson V7™ cordless vacuum).

New bundles

Markets can create their bundles from the stock they have available. Markets can utilise the home office bundle design as a template.

To create a new bundle, markets must:

• Decide on the bundle offering
• Brief new creative work into Group
• Ensure back-end functionality and fulfilment change needed for soft bundling before the launch.

User journey

If multiple bundles exist per market:
A user navigates to all bundles landing pages or themed bundle landing pages and adds one product followed by another. Add the second product via soft bundling before navigating to the basket.

Fig 1— signposting to all bundles landing + themed bundle landing

If a single bundle exists per market:
A user navigates to a themed bundle landing page, e.g. home office bundle and adds one machine followed by another. The user can add the second machine in the soft bundle interim page to complete the bundle before navigating to the basket.

Hi-fidelity design: PDP (Product Details Page)

Fig 2 — desktop PDP (BP01)

Component breakdown: PDP

Fig 3.1 — mobile PDP: blue promo banner

If multiple bundles feature one machine (like the Pure Cool Me™ personal purifying fan), link to an all-bundle landing page with specific messaging, “Save up to £299 on exclusive bundles featuring the Dyson Pure Cool Me™ purifying fan. Limited time only.”

Fig 3.2 — mobile PDP: multiple bundles component

Multiple bundles cards at this level show bundles with machines included with that specific model, e.g. “Dyson Pure Cool Me™ personal purifying fan”.

Fig 3.3 — mobile PDP: instructional copy

Copy above the product cards highlight each bundle opportunity. The aim is to make users aware they may have the option to upgrade their purchase to a bundle in the next stage. If multiple bundles are available, instruct the user on how to create that bundle.

Hi-fidelity design: all bundles landing

Fig 4— all bundles landing

The result

The Dyson insights team is awaiting performance results.