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Basically TLC has 2 goals that several of you are paraphrasing.
1. Gaining market share through superior product.
One way to gain market share is by introducing potential long term customers
to your product. Does that mean get the kids at an earlier age with a
juniorized product? Parents do pay attention to age ratings on toys and
games, kids might ignore it but alot of parents don't especially when small
parts are easily and not so easily swallowed. Do AFOL's even make a blip on
Lego's marketing radar aside from Mindstorms and Technic product? What's a
superior product for AFOL's doesn't neccesarily translate into mainstream
sales growth.
And...
2. Customer service ie. giving us what we want.
The new online store is probably the most cost effective way for TLC to
address their very vocal and loyal customer minority. They definitly could
use more bulk pack variety on the store shelves, but to fill custom bulk
orders through their web site would encourage both new and hardcore Lego
fans to continue with their hobby. There quite a few things I would LOVE to
build but never will due lack of a certain part in bulk. TOO EXPENSIVE to
get it through individual sets for an adult, not to mention a kid trying to
get Mom or Dad to buy them 5 of the same Lego set. But jump on to the online
store and order 25, 50, 200 or however many you need of that part in bulk,
and at a good price. No need to pay for fancy boxes or extensive marketing
when it's a custom bulk order so it should be less expensive also.
Hey that's my 2 cents worth.
Keep Building!
Daniel
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