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The Snapshot: Curated Kits That Amplified Fan Engagement
The Chosen is more than a series—it’s a global community built on connection and purpose. While their store offered a wide range of merchandise, the experience didn’t yet reflect how deeply fans engaged with the brand.
Instead of selling individual items, The Chosen set out to create something more intentional. By introducing curated kits and customizable collections, they reimagined merchandise as an extension of the fan journey—whether for gifting, studying, or personal reflection.
With guided bundle experiences and thoughtfully paired products, the storefront evolved from a simple shop into a place where fans could build something meaningful. The result was a more engaging, complete experience that strengthened community connection while unlocking scalable growth.
The Starting Line: Context & Opportunity
As a global cultural phenomenon, The Chosen (gifts.thechosen.tv) operates a high-traffic Shopify store that serves a dedicated community. Their catalog is diverse, spanning from "Against the Current" apparel and iconic drinkware to seasonal DVDs and study guides.
While the brand enjoyed massive fan loyalty, they faced a common e-commerce hurdle: customers often purchased single items—a lone t-shirt or one DVD—missing out on the full "experience" the brand offers. The opportunity was clear: by transitioning from a transactional store to a kit-based experience, The Chosen could help fans "build their own" collections. The goal was to increase the utility of every visit, turning a $46 purchase into a comprehensive $70+ gift set without increasing marketing costs.
The Solution & Execution: Personalized Kits & Curated Collections
Using the sophisticated toolkit provided by Kefi Commerce, The Chosen implemented a strategy centered on customer choice and logical product groupings:
1. Build Your Own Box (Bundle Builder)
To cater to the gift-giving nature of their audience, the store launched an interactive Bundle Builder. This allowed fans to curate personalized "Fan Boxes" by mixing and matching products from specific collections—such as choosing their preferred hoodie style, a tumbler, and a devotional. This turned a standard purchase into a bespoke gift, significantly increasing the total cart value.
2. Standard Bundles
For fans seeking a complete "Deep Dive" into a specific season, The Chosen utilized Standard Bundles. These pre-curated sets grouped complementary items—like a Season DVD, a companion Study Guide, and a themed Journal—into a single, one-click purchase.
Implementation Highlights:
- Mission-Driven Pairings: Bundles were designed around how fans actually consume the show, ensuring every add-on felt relevant and valuable.
- Frictionless Personalization: The Bundle Builder was positioned as a premium gifting tool, making it easy for shoppers to "complete the set" in an engaging, visual way.
- Incentivized Value: By offering these kits at a slight bundle discount, the brand made high-value orders more attractive than purchasing items individually.
The Outcome: A Record-Breaking 60-Day Surge
The shift from individual products to strategic kits produced immediate, transformative results within just two months of installation:
- A Massive Jump in AOV: The store’s Average Order Value skyrocketed by 53.15%, moving from a pre-install average of $46.48 to $71.18.
- Significant New Revenue: In just 60 days, bundling alone contributed $68,368 in revenue, proving that the audience was eager for higher-value, curated offerings.
- Scalable Success: With 10,000 orders processed during the post-install period, the bundling engine proved it could handle massive traffic volumes while maintaining a seamless user experience.
The data confirms that by offering flexibility and curation, The Chosen didn't just sell more products—they deepened the fan experience while maximizing the profitability of every session.
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