DB #03: Discovery Surprise Box

To Personalize or not, that's the second question.

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:

1. Best-seller: Pasta from AH (something ordinary)

2. New item: Chips with Spinach taste (something fun)

3. Sentimental/Nostalgic item: Tony Chocolonely Classics (something classic)

Advertise in at least two ways:

1. Show at least one to three new in-category items next to the box with their price

2. 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:

1. Gives the customer an experience of new discovery

2. Gives the customer a unique bundle

3. Gives the customer confirms that you are the best choice for them