Smarter Pricing: How to capture more value in your market

Hot sauce calls for a refreshing bundle

Another form of smart pricing that can capture more value from customers is the price bundle. A bundle is where customers are persuaded to buy a package of goods or services rather than a single item. The South African restaurant chain, Nando’s, with restaurants from Karachi to Coventry, offers a bundled soft drink package. You can have as many refills as you need to quench your thirst after eating Nando’s chicken spiced with their unique peri-peri sauce. A more sophisticated bundle is offered by Charles Schwab who gives investment advice, products and services in competition with Internet traders. Schwab has bundled in added-value items like better research tools with its investment services in order ...