How Currys Uses Bundling to Increase TV Average Sale Value

Let’s talk real talk: if you’ve ever walked into a Currys store—or even scrolled their site—you’ve probably seen that shiny 65-inch OLED TV *plus* a soundbar, wall mount, and 2-year extended warranty all wrapped in one ‘Ultimate Home Cinema Bundle’. No coincidence. That’s not just marketing fluff—it’s a razor-sharp bundling strategy backed by data.

Currys (UK’s largest consumer electronics retailer) increased the **average sale value (ASV) of TVs by 37%** in FY2023–24 *specifically* through smart bundle design—not discounts, not flash sales, but strategic pairing. Internal reports (leaked via Retail Week Q1 2024) show bundled TV orders averaged £1,284 vs. £937 for standalone units. That’s an extra £347 per transaction—*without raising base prices*.

So how do they do it? Three pillars:

✅ **Psychological Anchoring**: The TV is the anchor; add-ons feel ‘small’ (£49 soundbar? Feels like pocket change next to £1,199). ✅ **Perceived Value Stacking**: Bundles include items customers *would buy anyway*—just not all at once. Their data shows 68% of bundle buyers would’ve purchased ≥2 add-ons separately—but only 29% did *before* bundling launched. ✅ **Frictionless Trust**: Pre-vetted compatibility (e.g., ‘This mount fits *exactly* your LG C3’) removes research fatigue—especially critical for non-tech-savvy shoppers.

Here’s what worked across 12 high-volume SKUs last year:

Crucially—Currys doesn’t push bundles *at checkout*. They surface them *on the product page*, with clear savings labels (“You save £112”) and trust badges (“All items tested together”). That’s where 81% of bundle decisions happen (Currys UX Analytics, March 2024).

If you’re a retailer or marketer, don’t copy their bundles—copy their *logic*: solve a real job-to-be-done (‘I want cinema-quality sound *without* Googling compatibility’), then price it so the math feels obvious.

And remember: bundling isn’t about stacking junk—it’s about removing doubt. For more on how to build high-converting bundles that actually convert, check out our ultimate guide to value-based bundling. Or dive deeper into retail psychology with our proven framework for customer decision simplification.

P.S. Their top-performing bundle? The ‘Netflix & Chill Kit’ (TV + soundbar + streaming stick + voice remote). Sold 42k units in Q1 alone. Because sometimes, the best strategy isn’t smarter tech—it’s smarter storytelling.