Subject:
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Re: Polybag Racks (was: Shopping Anecdote and Suggestions (Long))
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Newsgroups:
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lugnet.lego.direct
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Date:
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Sat, 10 Mar 2001 19:11:31 GMT
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Viewed:
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624 times
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Just putting this back in lego.direct:
In lugnet.general, Marc Nelson, Jr. writes:
> In lugnet.lego.direct, John Neal writes:
> >
> >
> > "Marc Nelson Jr." wrote:
> >
> > > <snip>
> > >
> > > That (LEGO's current HTO concept) is not what I'm talking about.
> > >
> > > As Mike said, $5 is not an impulse buy. Also, the current displays lack
> > > variety. One set is not an adequate selection for a really interesting • display.
> > > I have also seen the Ninja sets fly out of the Food Lion at $2 a pop.
> >
> > *Flying* Ninja sets? (quick, TLC! License with "Hidden Dragon, Crouching
> > Tiger"!;-)
> >
> > > Also as Mike said, the current HTO scheme is not available enough. If really
> > > dedicated AFOL's have to search out these sets, than they certainly aren't
> > > impulse items.
> >
> > You miss the whole point of "impulse items". You don't go searching for them.
> > You buy them without having planned to in the first place.
>
> That's exactly the point. Sets that can only be found at a few widely scattered
> locations (as the HTO items are) can't be really called impulse buys. If you
> could only find Slim Jims at 1 out of 20 gas stations, and you had to visit
> several before finding one that stocked them, they would mostly be sold to
> hardcore Slim Jim fans.
>
> > > I really would appreciate a response from LEGO Direct because I think this
> > > is very different from what they do now, and I think it's something that
> > > work to LEGO's advantage as well as benefiting us.
> >
> > I'm curious. What kind of response are you expecting from LD? First of all, • LD
> > is not responsible for *retail sales*-- that is why they are called "Direct".
>
> Well, since Brad Justus seemed to be fairly informed about the HTO plan in the
> earlier post you referred me to, they must know something about it.
>
> All
> > of the HTO sets are also available AFAIK from S@H anyway, so you can get one • any
> > time you feel like it, day or night.
>
> Set available in a catalog aren't going to be bought on a whim by a mom in a
> checkout line or drugstore because her kid sees it.
>
> > Even still, how does my local supermarket or
> > 7-eleven carrying 50 types of $2 sets of LEGO benefit me, anyway?
>
> As I said, I think it would be good for LEGO because it would get LEGO into the
> hands of kids more often, which is good for everybody. LEGO's has stated
> repeatedly that their target market is kids, so giving them ideas which would
> only benefit AFOL's doesn't help them much. Wider availability of small, cheap
> sets is a good thing for kids, AFOL's, and LEGO.
>
> > And who is
> > going to be responsible for keeping all of these 1000's of racks stocked?
>
> The same people who keep thousands of racks of Pokemon cards or other stuff
> like that stocked. This isn't a logistical nightmare. If Matchbox can keep
> racks stocked with toy cars or L'eggs can keep racks stocked with pantyhose,
> this doesn't seem like something that is outside of the realm of possibility.
>
> > Seems
> > to me that that would take a lot of time and energy spent by TLC which may or
> > may not work out to be advantageous for them.
>
> It would be less time and energy than they spent on stupid video games or
> garbage like Bionicle. Those seemed not to have been too advantageous. LEGO
> said (in the recent press release) they wanted to:
> a: get back to basics
> b: use low-risk strategies
> Small polybag sets (especially existing or re-released ones) are about as basic
> and low-risk as you can get.
>
> > And what if the reasons why they are
> > doing what they are doing are more complicated than that? Do you expect a
> > complete explanation of their marketing strategy every time someone tries to
> > micro manage their company?
> >
> > You expect way too much here, and your near demand of a response puts LD in a
> > lose-lose situation. You expect them to allocate the resources to answer or
> > comment on every suggestion made here in .direct, and when they don't they get
> > vilified.
>
> I am pushing this idea so much because I think it is something which would help
> LEGO. So many things brought up here are ideas which would only appeal to
> AFOL's (a small slice of the market that is not LEGO's target audience), or are
> just griping. This is a constructive idea that I think would do a lot of good
> for LEGO, and frankly, after posting the kind of losses they did, they need all
> the help they can get.
>
> -Marc
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