DTC: Starter Kits
IDK who needs to hear this, but offering the lowest price for attention is major pick-me energy
To truly stand out, let’s focus on creating an experience that resonates with your customers from their very first purchase. A starter kit is a strategic alternative to the traditional first-purchase discount. Brands like Graza have embraced this approach, offering a curated bundle of products designed to introduce customers to their brand in a more meaningful way.
But what exactly are these starter kits, and why are they becoming the go-to strategy for so many DTC brands? Let’s dive in.
What Are E-commerce Starter Kits?
A starter kit is more than just a bundle—it's your brand’s first impression, all wrapped up in one irresistible package. Think of it as a curated introduction to your brand's world, offering customers a taste (sometimes literally) of what you’re all about. Unlike slapping a discount on a single product, starter kits provide a complete, curated experience that lets customers try multiple products at once.
Take Graza, for example. Known for their high-quality olive oil, they’ve nailed the starter kit game with a bundle that includes both their flagship products—a finishing oil and a cooking oil—plus refills and a funnel. It’s more than just olive oil; it’s an experience that gets customers hooked from the start, and guess what? It automatically enrolls them into a subscription, making repeat purchases a breeze.
Why Brands Are Offering Starter Kits Instead of Discounts
Creating a Deeper Connection: A starter kit isn’t just products in a box—it’s a curated experience that tells your brand’s story. By offering multiple products, you’re showing customers who you are and what you stand for right from the get-go. It’s a way to showcase your value proposition beyond just one product.
Higher Perceived Value: Starter kits typically offer more bang for the buck. Customers see them as a better deal because they’re getting a selection of products, which can make the decision to buy a lot easier.
Encouraging Brand Loyalty: When customers start their journey with a kit that lets them explore several of your products, they’re more likely to come back for more. If they love what they try, they’re already thinking about what to buy next.
Reducing Returns: By giving customers a variety of products to try, starter kits lower the chances of dissatisfaction. If one product isn’t a hit, another might be, which keeps your return rates down and your customers happy.
The Data Behind Starter Kits
While we’re still gathering all the juicy data, the benefits of starter kits are already making waves:
Higher Average Order Value (AOV): Shopify reports that offering product bundles, like starter kits, can boost AOV by 20-30%. Customers are more likely to spend more when they feel they’re getting a great deal.
Increased Customer Lifetime Value (CLV): Customers who start with a starter kit often have a higher CLV. They’re more likely to make repeat purchases across multiple product categories.
Lower Acquisition Costs: Starter kits allow you to maintain your margins while offering a compelling first-purchase incentive. This can lead to lower overall acquisition costs and a healthier bottom line.
Examples of Popular DTC Brands Using Starter Kits
Graza: As mentioned, Graza’s starter kit includes both of its olive oil products, giving customers a complete taste of what they offer. It’s an experience that boosts the likelihood of repeat purchases.
Billie: This women’s razor brand offers a starter kit with everything you need to get started: a razor, replacement blades, and a magnetic holder. It’s designed to make customers' lives easier and keep them coming back for more blades.
Hims & Hers: These wellness brands offer kits tailored to specific needs, like hair loss, skincare, or sexual health. By bundling products together, they provide a comprehensive solution for new customers.
Javy Coffee: Javy’s starter kit includes a bottle of their coffee concentrate, a frother, and a recipe book. It’s not just about selling coffee; it’s about showing customers how to enjoy it in new and exciting ways.
How Other DTC Brands Can Execute a Successful Starter Kit
Identify Your Hero Products: Choose the products that best showcase your brand’s quality and uniqueness. These should be the ones that customers can’t stop raving about.
Create a Narrative: Your starter kit should tell a story about your brand and how your products fit into your customers' lives. Everything from packaging to messaging should contribute to this narrative.
Price It Right: Your starter kit should feel like a great deal without heavily discounting your products. Consider offering a slight discount compared to buying the products individually or throw in a small freebie to make it even more enticing.
Market It Effectively: Feature your starter kit prominently on your website, use it as a lead magnet in ads, and promote it across all your channels. If possible, offer it as a subscription option to keep customers coming back.
Gather and Analyze Data: Track sales, AOV, and CLV to see how your starter kit is performing. Use this data to tweak and refine your offering to better meet customer needs.
Creative Starter Kit Ideas for Your DTC Brand
For a flower farmer: Zone-Specific Flower Starter Kit
Include seeds/bulbs, a gardening tool, and containers. Surprise and delight your customers with a seed starting calculator, a growing guide, and a shopping list to recreate your soil recipe. This kit not only showcases your farm’s offerings but also invites customers to engage with your brand on a deeper level.
For a skincare company: Skin-Type Specific Starter Kit
Include travel-sized cleanser, toner, and moisturizer for a specific skin type, plus a small sample of your best-selling serum or mask. Add a personalized skincare routine card based on a quiz taken at checkout. Elevate the experience with a soft washcloth or a small jade roller, encouraging customers to make your products part of their daily routine.
For a supplement company: Daily Wellness Starter Kit
Offer a 1-month supply of your top supplements, like a multivitamin, probiotic, and immunity booster. Pair these with a shaker bottle, a daily supplement tracker, and a guide explaining the benefits of each product. Throw in a mini e-book on holistic wellness or a discount on a subscription service to encourage long-term use.
For a beverage company: Tasting Experience Starter Kit
Include a variety of your best-selling drinks with tasting notes for each, recipe cards for creative mixes, and a branded glass or tumbler. Enhance the experience with a playlist accessible via QR code, setting the mood as customers enjoy your products.
The Takeaway:
Starter kits are more than just an alternative to discounts—they’re a way to build deeper connections, create memorable experiences, and foster long-term loyalty. Whether you’re just starting out or looking to refresh your strategy, incorporating a starter kit could be the game-changer your DTC brand needs. So, what’s going in your starter kit?