Subject:
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Re: WHY SO LONG ON BULK BRICKS???? LEGO PLEASE READ!
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Newsgroups:
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lugnet.lego.direct
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Date:
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Tue, 11 Dec 2001 02:39:00 GMT
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Viewed:
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1371 times
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My apologies if this message ends up getting posted twice. I really wrote
this several hours ago via my newsreader, used the message confirmation via
email, but the server hasn't posted it yet.
"Richie Dulin" <rdulin@mailandnews.com> wrote in message
news:Go5FM9.249@lugnet.com...
> In lugnet.lego.direct, Allan Bedford writes:
> > Yes, it nicely represents the small community that is LUGNET, but since • it
> > wasn't a true 'vote' on the LEGO.com site, I'm not sure that I would put
> > much faith in it representing the LEGO buying public in general.
>
> Does this mean that you'd put faith in a vote on the LEGO.com site
> representing the LEGO buying public in general?
>
> Interesting.
I would not take a vote on LEGO.com as representing the LEGO buying public
in general, because out of all of the LEGO buyers out there, how many
actually get S@H or frequent LEGO.com?
How many of us on LUGNET make it a point to visit LEGO.com regularly? For
me, I only visit it when someone at Direct posts a new link.
They would be much better served to conduct surveys for new products in
places like toy stores where their product is sold. Then they could get a
good cross section.
And they would also be better served to advertise S@H / shop.lego.com more.
How many percentage-wise actually know about bulk, or even that they can
order online? And how many know that totally awesome sets like the Statue
of Liberty or the Sopwith, or the Metroliner are available? Only the
hardcore people and people already on the S@H mailing list.
LD representatives have stated in the past that more promotion of S@H,
especially in literature in sets they sell retail, would upset retaliers.
Here's an idea to potentially solve this problem (and by posting the idea
here I give my full consent for LEGO to use this in any way shape or form).
The stores that sell sets retail make a cut off of each item they sell. So,
I understand why they may have a beef about LEGO promoting its own direct
sales website and phone service through the products sold by retailers.
When someone orders S@H, LEGO gets all the profit.
So, why not include S@H literature in the boxes, with a code for which
retailer it comes from? On the flyer for S@H / shop.lego.com , there would
be a code linked to the particular retailer the set was sold at. When
someone calls S@H, or orders online, they would be prompted for the code.
The code wouldn't be required, however. Also, the website or the phone
representative would explain where to find the code. (they already do
something similar on the S@H print catalogs in the US).
This code identifies the retailer, and gives them a certain percent of the
profit they would have made if it was sold in their brick and mortar store.
Of course, not the full amout they would get, but a large enough percentage
to satyisfy them.
Or even simpler than a code....ask the buyer 'what store did you buy this
in?' and online provide a drop down list of the major accounts - the ones
that would really care about getting a chunk of the profit and that LEGO
would really be concerned about satisfying.
Over the course of time, S@H becomes known to the general LEGO public. Now,
these individuals are aware of all LEGO's offerings, not just the ones in
the stores. S@H, Legends, Bulk, sales go up too.
If they're smart, on LEGO.com (even on the shop section) they'll promote the
international building and collecting community, raising that awareness to
the general public. Seeing the stuff the heavy hitters do, the general
public would be more inspired to do stuff like that themseves, promoting
more sale of LEGO products.
-Tim
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Message has 2 Replies:
 | | Re: WHY SO LONG ON BULK BRICKS???? LEGO PLEASE READ!
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| Tim Courtney wrote in message ... (...) Yikes, Tim. If they included a retailer code on the S@H lit in the boxes, they would have to decide *before packaging the sets* how many would go to each retailer, and then somehow identify the sets for each (...) (23 years ago, 11-Dec-01, to lugnet.lego.direct)
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