Direct-to-consumer brands often obsess over lowering customer acquisition costs, but they’re missing a key lever for profitability: increasing average order value. In this episode, Greg Shuey interviews Saunder Schroeder, who shares a wealth of practical tactics for optimizing AOV—starting with smarter bundling strategies rooted in actual customer behavior. By leveraging tools like Shopify’s “items bought together” report, brands can create bundles that feel natural and valuable, which can raise AOV and even reduce CAC in the process.
Saunder emphasizes the power of virtual bundles, especially for fast testing without complicating inventory. He also warns against relying too heavily on deep discounts, which can create customer expectations that damage long-term profitability. Instead, techniques like bundling hero products with logical accessories or using targeted “gift with purchase” offers can create perceived value and improve conversion rates without eroding contribution margin.
Looking ahead, Saunder and Greg agree that personalization will be a major differentiator—but most brands are still in the segmentation phase. The near future likely belongs to companies that combine smart AI usage with authentic brand storytelling. As AI democratizes content creation, real human insight, original product development, and brand values will become the key to standing out in a sea of sameness.
Episode Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
Saudner Schroder LinkedIn: https://www.linkedin.com/in/saunderschroed/
Fermat: https://www.fermatcommerce.com
https://www.stryde.com/smart-bundles-maximizing-average-order-value/
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