This article is relevant to our UK customers as it is based on the UK market. For strategies aimed at the US market, click here.
Overview
Ready to create your product packages? Let's go! We've collected some tried-and-true tricks of the trade to help you get the most out of package creation.
Basic Strategy
Here are some important points to keep in mind when creating product packages:
- Packages should be an assemblage of the items that customers can purchase individually, but at a lower price point. With packages, customers should be enticed to order more than they would if they shopped à la carte because they’re getting a good deal when they choose the package.
3-5 packages are just the right amount to appeal to customers at a variety of different price points. When photographers include much more than that, customers can get overwhelmed and have a hard time choosing. Each of the packages should have a unique appeal and clearly stand out.
Only include print products in your packages so that you can add downloads as an upselling option, and customers who want gift items will be incentivized to add them on top.
Packages should also make sense from a price and value standpoint, starting with the lowest value and gradually increasing, so we’ll start with the cheapest package and build on from there.
Name your packages something catchy. We've called the packages below A-D for clarity, but you should definitely choose something to draw your customers in.
Sample Product Packages
We've created a breakdown of our recommendations for which items to include in each package level, depending on your job type. We've also added our suggestions for upselling and restrictions to give the most purchasing incentives.
| For photographers aiming to meet school district requirements without undermining their premium offerings, we recommend adding a Basic Package. It demonstrates your commitment to affordability for your organizations, while naturally guiding customers towards exploring your more exclusive, higher-value packages. | ||
| Package D should be a single-pose package. This is a setting that you can tick on in your product package settings, which restrict customers to choose only one photo to fill all the products in their package — they can’t mix and match. We will add the multi-pose option to our higher-tiered packages. | ||
| Nursery | Items: 1x - 7x5 (Print only) 1x - Set of Two 5x4 Restrictions: single pose | |
| School | 1x - 7x5 (Print only) | |
 | For the cheapest package, we recommend excluding the most popular print item - the 7x5. This package should be an option for parents on a budget who are looking for a deal, with there still being an incentive for them to hop up to a higher-priced package, which includes their favorite print items. _________________________________ *excluding the basic package |
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| Package C should be a single-pose package. This is a setting that you can tick on in your product package settings, which restricts customers to choosing only one photo to fill all the products in their package — they can’t mix and match. We will add the multi-pose option to our higher-tiered packages. | |
| Nursery | Items: 2x- 7x5 (with Mount) 1x - Set of Two 5x4 1x - Set of Four 3.5 x 2.5 Restrictions: single pose Upsell: Download all ordered photos (individuals only) |
| School | 2x - 7x5 (with Mount) 1x - Set of Two 5x4 1x - Set of Four 3.5 x 2.5 Restrictions: single pose Upsell: Download all ordered photos (individuals only) |
Pro Tip:
If you plan on uploading more than 1 group image to an album, don't include a group image in your single pose package — the group photo will always default to the first one in the album, and the customer won't be able to change it. Instead, keep the group photo in your single items section so that customers can freely choose.
 | Package B will include more poses and popular prints than Package C, but won’t be quite as nice as Package A. We will keep the base offering of Package C, but add in a few extras — incentivizing customers to order up if they want a deal! |
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| We will also make this a multi-pose package so that customers can mix and match between poses. We estimate that customers will usually choose around 2 poses for a package this size. | |
| Nursery | Items: 2x - 5x4 (with Mount) 2x - 7x5 (with Mount) 1x - 10x8 (with Mount) 1x - Set of Four 3.5x2.5Upsell: Add an additional pose Download all ordered photos (individuals only) |
| School | 2x - 5x4 (with Mount) 2x - 7x5 (with Mount) 1x - 10x8 (with Mount) 1x - Set of Four 3.5x2.5 Upsell: Add an additional pose Download all ordered photos (individuals only) |
 | Package A will be the most expensive package, so it should have the best offering when compared to all three packages. Here we’ll include all the favorite print options. |
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| We will also make this a multi-pose package so customers can mix and match between poses. | |
| Nursery | Items: 2x - 5x4 (with Mount) 4x - 7x5 (with Mount) 2x - 10x8 (with Mount) 2x - Set of Four 3.5x2.5 Upsell: Download all ordered photos (individuals only) |
| School | 2x - 5x4 (with Mount) 4x - 7x5 (with Mount) 2x - 10x8 (with Mount) 2x - Set of Four 3.5x2.5 Upsell: Download all ordered photos (individuals only) |
The Takeaway
Crafting effective product packages demands strategic thinking. Start with a basic package, gradually increasing value in mid-tier options, and culminating in premium offerings. Ensure each package appeals to distinct customer needs and preferences while encouraging upsells for higher-value items.