One of the biggest challenges for e-commerce brands is making sure every catalog item delivers value. As a standalone item, as a cross-selling item, or even as a revival product.
Every item should add value to its category. If not, the category should fit the e-commerce brand in a way it helps generate more new customers in a new segment.
Introducing: the surprise box.
Make a surprise box every few months, at least once per quarter with existing best-seller products and new items within the same category. Also, add some forgotten best-sellers or sentimental/nostalgic items to the box as well.
Fictive example Albert Heijn Surprise Box:
Best-seller: Pasta from AH (something ordinary)
New item: Chips with Spinach taste (something fun)
Sentimental/Nostalgic item: Tony Chocolonely Classics (something classic)
Advertise in at least two ways:
Show at least one to three new in-category items next to the box with their price
Show at least one up to three new out-category items next to the box with their price
Keep the nostalgic item a secret.
Allow people to discover more.
You can do this offline and online.
To make it more appealing,
make the surprise box available restricted in time.
What this tactic does:
Gives the customer an experience of new discovery
Gives the customer a unique bundle
Gives the customer confirms that you are the best choice for them