Value
High value, lower convert. Bundle page + ad + email — but not a cold home-page hero.
Eight bundles, drawn from WiO's own purchase data — built for your sign-off. Composition, roles, pricing postures, and the reasoning behind each, in one page.
WiO's catalog splits cleanly into two jobs, and the two are nearly opposite. The products that pull cold shoppers in are not the products that make a customer valuable over time.
Volume comes from treats and the universal chip — muffins, peanut butter, chips, cookies. Chips alone anchors 42% of all food orders. These win the first click cheaply.
Lifetime value comes from the meal-staples — entrees, pies, pizza, bread, buns. These are what a loyal customer keeps buying. Chips, muffins and PB sit at the bottom of the value table.
Chips tops one list and bottoms the other. Entrees do the reverse. Read the two bars against each other — that inversion is the whole strategy.
Pizza is the one category that's strong on both axes: best-tier repeat velocity (43.2% re-order within 90 days) and 3rd-highest 12-month value ($226). It's the only product that doesn't force a trade-off — so it shows up in three of the eight bundles.
Everything below follows from this. A bundle whose job is reach is built and priced differently from one whose job is value. Treating "a bundle" as one thing is the mistake the data tells us to avoid.
We scored all ten candidates on the two axes above — convertability and lifetime value — independently. Where a bundle lands decides its role, which decides where it appears and how it's priced.
High convert + high value. Earns a home-page card, the bundle page, ads and email.
High value, lower convert. Bundle page + ad + email — but not a cold home-page hero.
High convert, lower value. A wide-funnel entry card; its job is reach, not LTV.
Neither axis clears the bar. Surface in email, don't spend a bundle slot on it.
A% / B% on each card below = the bundle's percentile rank within the ten candidates on Axis A (convertability) and Axis B (value). 50 is the median line. Both raw numbers are always shown so nothing hides behind an average.
One honest flag we carry throughout: the value score measures customers who chose the staples themselves. It ranks candidates well, but it can't fully promise what a shopper steered into staples will do. That's why no home-page hero rests on a value number alone — and why a live test is the last word. More in "limits."
Three home-page flagships built for reach and value, then five bundle-page cards for value and subscription. Composition is real SKUs; the price shown is the plain component sum (a starting point, not the final ticket — posture decided with you in the pricing section).
Staples Starter
$41.98component sumThe caseThe only bundle that pairs the widest funnel with real downstream value. Chips is the acquisition engine (42% of food orders); pizza and bread stop it from being a low-value funnel-filler. It's also the single highest-leverage way to lift the first basket from ~$41 into the loyalty band (see baskets).
Caveat: pizza/bread value is measured on customers who chose them; a chip-led shopper steered in may not inherit the full staple loyalty. Score is an upper bound.
Italian Comfort
$57.20component sumThe caseThe value flagship and top ad-push candidate. Entrees are the single highest-value category ($268 / customer, 12-mo), pizza compounds it, and the pair co-occurs at 2.69× lift over chance (8,011 co-orders). A genuine dinner occasion on a premium $57 basket — desire converts here even without mass reach.
Margin resolved 7 Aug: the burrito's real cost was loaded, lifting the computed bundle margin from 67.5% (a proxy artifact) to 88.8%, in line with the rest.
Mexican Night
$17.65component sumThe caseThe textbook wide-funnel entry hero — chips + tortillas are the two most-ordered food SKUs. Cheapest bundle ($17.65), lowest barrier, biggest top-of-funnel. Its job is reach; don't expect it to carry lifetime value, and pair it on-site with a path toward the value bundles.
Pizza Night Pack
$65.54component sumThe caseThe strongest single-theme bundle on retention-per-buyer, and the highest-margin bundle in the set. Its convertability rank looks low only because a pizza-only bundle pulls fewer new customers than a chip-anchored one — a volume limit, not a quality one. A priority ad creative: it both converts and retains.
Bread Basket
$43.59component sumThe caseA real, data-surfaced natural bundle — bread + buns is the strongest mid-volume affinity in the catalog (2.51× lift), and both sides are high-value and high-velocity (42–43% repeat). Low raw acquisition volume is why its convert rank is low; its retained value is excellent. A clean bundle-page + email play.
Dessert Sampler
$37.85component sumThe casePies punch above their weight on value (2nd-highest category, $240) on premium baskets; cookies add trial appeal. A value / occasion dessert bundle for the bundle page and seasonal email. Lowest convertability in the set — a nice add, never a cold hero.
Baker's Pantry
$62.76component sumThe caseBuilt for replenishment, not cold conversion. It carries the highest Subscribe & Save attach trio in the catalog, on a tight 14-day cadence — the vehicle for the recurring-revenue / ~$200 subscription concept. Its convert rank is volume-driven; its true role is recurring revenue through the bundle page and email.
Breakfast Box
$47.79component sumThe caseIncluded for the morning occasion the rest of the portfolio lacks, and for volume. Metrics are modest on both axes — this is the lowest-confidence inclusion. If the portfolio needs to shrink below eight, this is the honest first cut.
Why these three for home: Staples Starter is the balanced anchor (top convert + upper-half value); Italian Comfort is the value hero that still clears median convert (desire converts); Mexican Night is the widest-funnel volume entry. Together they fill the funnel and keep a high-value item (pizza, inside Staples Starter) in the hero window — without resting any hero on a value number alone.
For every bundle we costed three ways to incentivize: (a) full price with a flat 10% Subscribe & Save only, (b) a simple 7.5% bundle discount, or (c) a bonus item — "pay full, also get Y." Now that real per-SKU costs are loaded, the bonus wins decisively, and that's the headline for you to sanity-check.
Take the everyday chips bonus. Its list value is $9.99. Its real cost to WiO is $1.18 (the actual cost of goods, now that we have it). Compare that to a 7.5% discount, which hands the customer $1 of value for every $1 of revenue WiO gives up:
On every bundle, the $1.18 bonus is cheaper in absolute dollars than the 7.5% discount ($1.32–$4.92) and delivers far more perceived value. That's why we flip the default incentive from "percent off" to "gift with purchase."
Why this only became true now: at the old blanket 17% cost proxy the same bonus "cost" $7.58. WiO's real food margin isn't 17% — it's ~76–95% (most 85–93%) — so the bonus's real cost is a small fraction of its retail value. Real costs reversed the verdict.
| Bundle | Component $ | Bundle margin | (a) 10% S&S give | (b) 7.5% give | (c) bonus real cost | (c) perceived |
|---|---|---|---|---|---|---|
| Staples Starter | 41.98 | 90.8% | 4.20 | 3.15 | 1.18 | 9.99 |
| Italian Comfort | 57.20 | 88.8% | 5.72 | 4.29 | 1.18 | 9.99 |
| Mexican Night | 17.65 | 81.3% | 1.77 | 1.32 | 1.18 | 9.99 |
| Pizza Night Pack | 65.54 | 93.2% | 6.55 | 4.92 | 1.18 | 9.99 |
| Bread Basket | 43.59 | 89.3% | 4.36 | 3.27 | 1.18 | 9.99 |
| Dessert Sampler | 37.85 | 85.4% | 3.78 | 2.84 | 1.18 | 9.99 |
| Baker's Pantry | 62.76 | 88.1% | 6.28 | 4.71 | 1.18 | 9.99 |
| Breakfast Box | 47.79 | 85.0% | 4.78 | 3.58 | 1.18 | 9.99 |
"Give" = the margin dollars forgone under each posture. Bonus cost shown for the chips bonus; other bonus SKUs (cookie 6-pack ~$0.93–1.68, tortillas $2.12) are similar. Bonus SKU is chosen per bundle with you.
| Bundle | Recommended | Why |
|---|---|---|
| Staples Starter | Bonus (c) | Flagship; $1.18 buys ~$10 perceived + cross-category trial |
| Italian Comfort | 10% S&S (a) | Premium meal converts on desire; protect ~89% margin, let S&S compound |
| Mexican Night | Bonus (c) | Cheaper than a discount and higher perceived value; use a non-chips bonus |
| Pizza Night Pack | 10% S&S (a) | Best retention + highest margin (93%); no reason to discount a proven converter |
| Bread Basket | 10% S&S (a) | Natural affinity bundle; S&S fits a replenishable staple |
| Dessert Sampler | Bonus (c) | Occasion/impulse; a small bonus beats a discount on cost and value |
| Baker's Pantry | Flat 10% S&S (a) | It is the subscription bundle; 14-day cadence compounds |
| Breakfast Box | Bonus (c) | Modest metrics; a bonus earns trial more cheaply than a discount |
Subscribe & Save is a flat 10%, and bonus/gift offers are the standing on-site merchandising — not stacked promotions. (Final posture per bundle is yours to confirm.)
The median new customer's first basket is $40.66 — which sits in the lowest loyalty band. WiO's own data shows a clean, monotonic climb: the bigger the first basket, the more likely that customer ever comes back.
| First-basket band | Customers | 90-day repeat | Ever re-orders |
|---|---|---|---|
| Under $40 | 23,194 | 31.6% | 34.6% |
| $40–55 | 10,360 | 35.0% | 39.0% |
| $55–75 ← target floor | 7,129 | 36.4% | 40.6% |
| $75–100 | 4,092 | 39.7% | 46.2% |
| $100–150 | 3,106 | 41.4% | 48.9% |
| $150+ | 1,333 | 43.7% | 52.1% |
Ever-repeat climbs from 34.6% under $40 to 52.1% at $150+. The earlier $50–53 idea lands in the $40–55 band (39%) — better than status quo, but loyalty keeps inflecting through $55–75–100. So the flagship bundles are sized to push the first basket to $55–75+, where ever-repeat jumps toward ~46%. Italian Comfort ($57), Pizza Night ($66) and Baker's Pantry ($63) already land there. At ~85–93% margin, those extra basket dollars are almost pure contribution — so the push is worth even more than it looks.
A bigger basket partly reflects a customer who was already more committed — basket size proxies intent, not only the SKUs in the box. We can't fully separate the two here, so treat $55–75+ as a strong, directional target, not a guarantee that any given customer nudged upward will retain like the ones who chose a big basket on their own.
You proposed several bundle themes. Here's how each held up against WiO's actual co-purchase behavior — these were your hypotheses, and the data largely backs them.
| Your theme | What the data says | Verdict |
|---|---|---|
| Bread Bundle bread + buns/rolls | Strongest mid-volume affinity in the catalog: 2.51× lift, 9,319 co-orders | Validated → Bread Basket |
| Pizza Night pizza (+ entree) | Best repeat velocity in the catalog; entree+pizza co-buy at 2.69× lift | Validated → Pizza Night + Italian Comfort |
| Snack Stack chips + cookies/PB | Chips co-buys everything — a universal anchor, not a special affinity. The pairing is reach, not a signal. | Partial → Mexican Night + email cross-sells |
Snack Stack, read carefully: chips appears with almost every category because it's in 42% of food orders — so a high chips+cookies co-count is reach, not evidence those two belong together specifically. We realize the intent through Mexican Night (chips + tortillas, a genuine occasion) plus email cross-sells, rather than a standalone snack SKU.
Three more themes the data surfaced on its own — Staples Starter, Dessert (pies + cookies), and Breakfast (croissants + muffins) — became bundles above; Sweet Treats surfaced as the single biggest affinity but was deliberately held back (next).
Two pairings have huge co-purchase volume but sit at the bottom of the value table. Building them would dilute the page; surfacing them in email captures the volume without spending a bundle slot. Saying no is part of the recommendation.
Not built — Sweet Treats (cookies + muffins)
The single highest-volume affinity pair in the catalog — 14,546 co-orders, 1.70× lift. But both categories are bottom-tier lifetime value (cookies $185 / muffins $175) and worst-tier velocity (~34% repeat). It's a high-reach, low-value item: excellent as an email cross-sell or add-to-cart nudge, not worth a standalone bundle.
Not built — PB Lovers (peanut butter + cookies)
Peanut butter has high entry volume but low downstream value. A niche email cross-sell, not a page bundle — same logic as Sweet Treats.
Every lifetime-value number here is measured on customers who chose the staples themselves. That makes it a reliable way to rank candidates, but it can't fully promise what a shopper we steer into staples (via a bundle) will be worth — they may not inherit the same loyalty. The value scores are best read as an upper bound, and no home hero rests on one alone. A live test proves it — we'd recommend one before betting a hero purely on value.
Purchase line-items begin January 2023, so the longest (18-month) value cells are thinner and marked directional; the 12-month figures are the primary, maturity-gated read. Breakfast Box is our lowest-confidence inclusion (C+) on both axes — occasion-justified, first to cut if the list shrinks.
Two product costs are still missing anywhere in the catalog — SmartPie Banana Cream and Coconut Cream — but both are discontinued and appear in none of these bundles, so nothing here depends on them. (Every SKU in the eight bundles has its real cost loaded, including the Chicken Burrito, whose cost landed 7 Aug and lifted Italian Comfort's margin to its true 88.8%.) A tidy-up ask, not a blocker.
Three decisions, ideally in one pass. This page is the sign-off — reply against each bundle and we'll lock it.
For each of the eight bundles: (1) is the composition right? (2) is the price + posture right? (3) is anything operationally impossible? That's it.
Confirm composition, per bundle
For each of the eight: do the SKUs make sense as a box? Swap, drop or add anything you'd expect a customer to want together. (The two held-back pairs — Sweet Treats, PB Lovers — go to email, not the page; flag if you disagree.)
Confirm price + posture, per bundle
The component sums are a starting ticket, not a locked price. For each bundle, confirm the price point and the recommended posture (bonus / 10% S&S), or tell us where you'd go higher, lower, or a different incentive. If you're comfortable with the bonus-over-discount logic in general, one "yes to the recommendations" covers it.
Flag anything operationally impossible
You know the ops side we can't see from the data: inventory and stock risk, pack sizes and how items physically bundle, co-packing or kitting constraints, anything discontinued or hard to keep in stock. If a bundle can't be assembled or shipped as drawn, tell us now — before SKU creation.
Once you sign off: the working titles go to the creative team for real names and copy, the bundle SKUs get built at cutover, and the site launches with these bundles in place. Your answers on the three points above are the gate.