Increasing each sale: Upsells and Bundling
By using strategies that provide more value, give the customer more benefits, and create a better overall experience, your sales can actually make customers happier and feel more connected to your company and brand, not to mention increase revenue. There are a few ways to do this effectively.
Upsells: They say the most profitable question of all time is “Would you like fries with that?” The upsell idea McDonald’s popularized is based on when you get people to the stage where they’re ready to buy from you, you can ask them to buy more things, and there’s much less friction.
High Gravity Adventures experimented with this strategy on its giant swing experience—with great success. Stand-alone, a ticket to ride the giant swing costs $19. If a guest adds the giant swing onto another experience, such as a zip tour, it costs just $10. The staff is trained to always ask customers checking-in, “Would you like to add-on a giant swing for $10?” The upsell option is also offered online after an item has been added to a customer’s shopping cart.
The strategy is working. According to Nathan, 16 percent of people visiting the park for another reason, such as the zip tour or aerial park, have added the giant swing option. “We believe this is revenue we wouldn’t have otherwise recognized,” Nathan says.
Bundling: Bundling, or packaging, is when companies sell a package or set of goods or services for a lower price than they would charge if the customer bought all of them separately. By focusing on a package deal, the customer is likely to focus on the total experiential value and try features that they may not have otherwise.
High Gravity has used bundling strategies to not only provide great value, but also to simplify the park’s menu of options. As innovation increased at the park (more features), the potential for customer confusion (and staff sales training requirements) also increased. Simple questions— “What should I do?” and “How much does this cost?”—had complicated answers. With 11 features onsite, priced separately, it was practically an interview between the staff and visitor before they could decide what was best.
Enter: the Ultimate Adventure bundle. This single product includes a zip line tour, climbing on two of the aerial courses, the giant swing, and a run through the Ninja course—all for one price that is about 35 percent less than what it would cost a la carte. The two major benefits of this approach: the price is fair and approachable for guests, and it allows High Gravity to thrive financially and communicate clearly.
The staff’s new answer to the simple question of what to do is now equally as simple: “Our most popular ticket is the Ultimate Adventure.” This premium option is also atop the product list online.
“There is no question that this bundle is the right approach for us,” says Nathan. “Twenty-seven percent are choosing a package vs. a la cart, which has increased revenues and average ticket prices significantly and we are providing a better experience for our visitors.”
