Bundles and sales

What bundles are for

A bundle groups several items, clips or photo sets, into a single purchase at one price. On VestaVids you choose the items and the price. The point is not to be cheaper; it is to make the next decision easy for a buyer who already likes you. Someone who enjoyed the second clip of a series would rather buy the rest in one step than browse and add them one by one.

Bundles that work well:

• A complete series, numbered, at a modest saving over buying each entry.
• A theme set: three or four clips that share an interest or persona, drawn from across the catalogue.
• A clip plus its photo set from the same session.
• A starter bundle for new buyers: a few representative clips at a friendly total, so a first purchase shows the range of what you do.

Keep the saving modest. Ten to twenty percent off the combined price is enough to feel like a reason without making single clips look overpriced. Name bundles the same careful way you name clips.

Running a sale

A sale lowers prices for a defined period. Used well it brings in buyers who were on the fence and gives followers a reason to check the store this week. Used badly it teaches everyone to wait.

Guidelines:

• Have a reason and say it: a milestone, a new series launch, a holiday, a quiet month. Reasons make sales feel like events rather than desperation.
• Keep them short and infrequent. A few days, a few times a year. A store that is always on sale has simply lowered its prices.
• Discount the back catalogue more readily than new work. New clips should hold their price while they are new.
• Announce the end as clearly as the start, then actually end it.

Credits and sales

If you accept credits, remember that buyers spend them instantly and you cash out at 75 cents per credit. A deep sale on top of the credit margin can leave very little. Price sales so the credit route still pays you fairly, or leave certain items out of a sale if you need to.

Measuring what happened

After a sale or a new bundle, look at three things: how many orders came in, the average order value, and how many of those buyers purchased again at full price later. A sale that brings in buyers who return is a good sale. One that just moves the same regulars to a cheaper price is not.

Treat bundles as a permanent part of the store and sales as occasional. The bundles do the steady work of raising order size; the sales create moments. Together they let you move inventory without touching the list prices that anchor the store.