Subject:
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Re: the perfect way to sell lego trains
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Newsgroups:
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lugnet.trains, lugnet.dear-lego
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Date:
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Tue, 31 Dec 2002 19:55:21 GMT
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Viewed:
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325 times
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Before anyone reads...please take note that my comments only pertain to the
US market, as I am unfamiliar with availabilty of particular sets outside
the USA.
Also to consider, some of the larger toy stores aren't really interested in
providing all the lego sets out there. Small items have a tendency to fall
into the "five-finger discount", and if a company doesn't purchase it, the
company doesnt' have to worry about small items disappearing...
The big thing to consider is that as lego enthusiasts, we have a bias, in
that we buy a lot of Lego. A fair amount of parents just buy what their
kids pick up off the shelf, and most kids are too excited when they come
down the Lego aisle as well.
I'm not badmouthing anybody here, but it's important to realize what
customers are the target, and what stores these products would go to, and
what the attitude of the store is... as mentioned on another post here,
something like a small hobby store would take more time to get all the
proper sets and do things nicely, but the focus there is on customer
service, not getting mass sales out the door.
With all that mumbo-jumbo done, my comments:
> 1.several train sets, all unpowered, as a starting point (all train sets +
> all add-on locomotives would show ways to add motors and in some cases
> lights as well). Have perhaps one high-speed passenger train (ala
> metroliner) and a freight train (ala Freight Rail Runner or Load & Haul RR)
> Box for these would clearly state that they are unpowered and what set to
> buy to make them powered.
Well, I don't think you could have several train sets, Maybe 2 sets. Think
about how much product Lego has to shell out beforehand in set
pre-production and advance marketing.
I disagree with the unpowered, because customers would pick up the item, not
read it carefully, put it together, and expect it to run...then we get the
"well, if it's extra to run, then I'm not buying anymore Lego stuff at
all--it's misleading to show that it runs, then it only runs if you spend
extra money" thought process. It's better to have a bundle pack, all in one
box, which actually cuts your packaging cost down, since you don't have to
package the speed regulator as a separate item. The idea of "buy one box,
put it together,and it runs" is popular, especially with parents...at least
in the USA.. however, once you have that main set, then you could purchase
other train stuff (see my Santa Fe comment later)..
2.add-on pack with motor + regulator.
3.motor as seperate pack
4.regulator as seperate pack
I know in the US, the regulator is set #4548, and the motor is #5300. If
the two items are separate, why bother spending extra time and money to make
extra packaging when you can just buy each item? I know the 5300 comes in a
clear plastic bag.
> 5.light pack (sutable to add lights to all trains)
I know that there is a light brick accessory pack you can purchase.
> 6.accessory packs (how about a "train workers" pack or a "train
> accessories" pack (with say signage, signals and other things that make a
> plain looking oval of track into a railroad) and of course the "train spare
> parts packs" with say, the train connecting wire and other such items.
I like that idea...I know there used to be a signage pack that you could do.
I think this merits some good thought here..
> 7.add-on cars (freight and passenger, coordinated to match with the sets)
I thought the MOT cars were add-on cars....
> 8.locomotives (unpowered), also things like railcars, multiple-unit
> passenger trains (as seen on a lot of urban rail & subway systems), MOW
> vechicles and whatever else.
Isn't the Santa Fe done like this? Unpowered Train, with directions for
adding a motor and light brick, and then the Santa Fe Cars I and II sets...
> 9.track buildings, such as level crossings, stations, freight loading
> cranes and whatever else.
10.add-on track. The existing track, perhaps augmented with new track.
good idea, but these boxes aren't overly large, but not too small. The
current boxes in a large department store might be prone to getting opened
and a single piece of track disappearing...which means a returned set, and
extra money in returns, etc...
I'm not sure how you could come up with new track unless you tinker with the
train layout geometry. Maybe some form of bundle kit...
If you check out the trains section on shop-at-home in the US, I think that
they are building a decent blueprint that can be used to help in possible
future sales...but again, it takes time to do this properly...Otherwise, our
favorite toy company goes into the red with a negative bottom line..
> If you think about it, the motor and speed regulator are the most expensive
> components of a typical set so removing them and making them "optional
> purchases" that can be bought later on makes perfect sense.
see my comment on #1 about the "all in one box". However, once you have the
basic starter kit, then these are good ideas--and you can already get the
motor and speed regulator separately.
> If the line was successful, they could make extra stuff like more track
> parts, powered accessiroes (ala 12V), sound units for that authentic feel
> or whatever.
I'm sure that lego is already working on something like this with their
future product teams, but still, not a bad idea to state it here...
Scott Lyttle
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Message is in Reply To:
 | | the perfect way to sell lego trains
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| Here is the right way to sell lego trains, these are the sets to have: 1.several train sets, all unpowered, as a starting point (all train sets + all add-on locomotives would show ways to add motors and in some cases lights as well). Have perhaps (...) (22 years ago, 22-Dec-02, to lugnet.trains, lugnet.dear-lego)
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