Footwear & Apparel
How Pashion Footwear turned bundles into their #1 acquisition tool
The brand behind the world's only convertible high heel rebuilt its bundle experience on Flex Bundles and grew bundle sales 1,275% in three months, with zero paid advertising.
- +1,275%
- Bundle sales in 3 months
- +95%
- AOV on orders with a bundle
- 18%
- Of total revenue from bundles
- 82%
- Of bundle orders from new customers
“[Flex Bundles] changed our entire approach to our bundle offerings and made them our #1 acquisition tool. We're extremely excited to continue to expand bundles into other areas of our business, and will keep using Flex Bundles during that process.”
— Erika Rosendale, Marketing, Pashion Footwear
The challenge
Pashion makes convertible high heels, a product unlike anything else on the market, so their bundle experience had to do double duty: let customers assemble a multi-piece order and educate them on how the product actually works. Before Flex Bundles, the team ran bundles on a custom landing page that leaned on text explanations and a series of carousels, one for each step of the selection process. With 5 to 12 products buried inside each carousel, customers couldn't see their options at a glance, and the experience created real decision fatigue at exactly the moment they were trying to convert.
“With each carousel having 5 to 12 different products in it, it was creating decision fatigue. Customers couldn't see all the products available for the bundle in one quick view.”
The solution
Pashion chose Flex Bundles for one reason above all: control over the bundle UX. As the only brand selling a convertible heel, they needed a custom experience built just for them, one that could teach the customer while they shopped. We delivered custom features and design tailored to their product, and integrated their existing “Customizer” directly into the bundle flow, so shoppers can see the shoe rendered on each heel as they choose it for their bundle.
- A bundle UX built for one product
- Custom design and features made for a product with no direct comparison on the market, replacing carousels with a single, clear view of every option.
- Customizer built into the bundle
- Pashion's existing Customizer lives inside the bundle flow, so customers preview the shoe on each heel they select, turning product education into part of the buying experience.
- Fast, collaborative buildout
- The Flex Bundles team turned around design edits quickly during the build, and day-to-day editing has stayed quick and easy since launch, easy enough that Pashion has already added two more bundle offerings on top of the four they started with.
“We're the only product like it on the market, so we needed a custom experience made just for us, one that also let us educate our customer during the bundle selection process.”
The results
Since launching the new bundle experience in mid-March, Pashion has seen bundle usage climb more than 800% and bundle sales jump more than 1,275% in the first three months, all with zero paid advertising, driven only by on-site promotion and a handful of organic social posts. Bundles now account for over 18% of total revenue in that same window.
Just as striking is what bundles did for acquisition. 82% of bundle orders came from first-time customers, making the bundle experience Pashion's single biggest acquisition tool. Orders that include a bundle carry a 95% higher average order value and 96% more units per order than orders without one, so each new customer arrives spending meaningfully more.
“Over an 800% increase in bundle usage and over a 1,275% increase in bundle sales in our first three months, with zero paid advertising.”
Advice for other DTC brands
“Working with the Flex Bundles team has been a breeze. They're super responsive and were quick with every edit my team had during the design buildout, and editing the bundles since they've gone live is extremely quick and easy. They've done so well we've already added two more bundles to the four we started with. I'd tell any DTC brand to utilize them.”
— Erika Rosendale, Marketing, Pashion Footwear
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