A home-fragrance house turning single-candle habits into curated sets built around a mood.
Ember & Oak had a loyal following buying one candle at a time, and the store never nudged them any further. Rich, distinct scents were merchandised as a flat grid of singles, so a shopper picked one, checked out, and left — leaving obvious scent pairings and multi-candle sets completely on the table. Average order value sat stuck at roughly a single unit, drop after drop.
We built a bundle system around scent stories and occasions — starter trios, seasonal collections, and a “pairs well with” path on every product page that adds the companion scents that go with what you are already viewing. Discovery now leads shoppers toward the set instead of stopping at the single.
Shoppers traded up from one candle to curated sets, and the scent-pairing prompts handed first-timers an easy, higher-value way in. Average order value rose 34%, and bundles quickly became the most-added product type in the catalog.
