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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Sun, 22 Dec 2002 15:42:11 GMT
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Viewed:
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3974 times
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In lugnet.trains, Jonathan Wilson writes:
> 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 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.
I think it depends on where they are being sold. In retail America (which is
what I consider in most of this post) this probably wouldn't work too well. In
stores like TRU/Walmart/Target/... you need a set that is (a) affordable and
(b) has everything you need in one box to make it work. Chances are you'll get
a slightly better value buying a "starter set" then buying everything
seperately as well. It doesn't matter how obvious it is that the set won't run
without buying other parts, people will miss it (it's like getting your child a
toy for Christmas and forgetting to buy batteries--it happens all the time)
I think that it would be great if there were alternates to all the starter-sets
that came without the motor and regulator--best sold directly by Lego (online
and at their stores). This would bring the cost down for those of us already
in the hobby. I would guess that the majority of people (in the
world--including but not limited to the people in this group) who buy the train
sets in stores do not already own a LEGO train set.
> 2.add-on pack with motor + regulator.
> 3.motor as seperate pack
> 4.regulator as seperate pack
I think this provides too many options and takes up too much shelf space in a
normal store. In a lego store, I think it would be good to sell the motor and
regulator seperately--possibly having a bundle kit that would save the comsumer
money if they purchased both. In retail stores, I don't think they would sell
well enough for the store to keep them in stock--it may work in a hobby store.
At least for the time being, train sets don't sell too well because they are
expensive. You would only buy a motor & regulator if you had already bought a
train.
> 5.light pack (sutable to add lights to all trains)
I wouldn't have a problem with that, but I think it would have to be
marketed/tied-in with other themes as well. You generally only need one light
for one train. They likely wouldn't sell too well. Sticking with your #1-4,
You'd only buy the light pack if you bought a train and the motor and the
regulator. Otherwise that light won't do anything (granted that with just a
motor you could actually generate power for the light.)
> 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.
> 7.add-on cars (freight and passenger, coordinated to match with the sets)
> 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.
> 9.track buildings, such as level crossings, stations, freight loading
> cranes and whatever else.
> and 10.add-on track. The existing track, perhaps augmented with new track.
I'd love to see all of these things in stores-although I don't think we'll see
most of them until the train line gets very popular. When TLC brings back the
1980's style town sets, I think a lot of these (especially the buildings) would
fit in very well--even without a powered train.
> 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.
It makes perfect sense to the consumer, but unfortunately not the retailer.
They want all your money now. Otherwise you might buy it somewhere else.
The lack of motor and regulator could easily take $60 off the price of a train
set. An unpowered train still offers a lot of playability. I think the
problem is that the other parts are still expensive. Look at the Metroliner.
It's $150, comes with the motor but not the regulator. Take the motor out of
the equation and add the parts to replace the motor and you might bring the set
down to about $130. It's now $130 and it still won't sell well at TRU because
it's still too expensive. Want to make it run? Add $60.
Even the cheaper trains, say just the Small Engine with tender and an oval of
track would be close to $60. This would be pretty good. You could then add
other cars to you're engine. TLC could sell their trains like the Thomas sets
are sold--everything seperately..with a few starter sets. They make other
lines though..SW/HP/Orient/Soccer/NBA/...which all take up precious space on
the shelf. My TRU has roughly 40 feet of shelfspace devoted to LEGO. Thomas
has about 38 feet. TRU has to divide that LEGO space up into every theme.
Wouldn't be awesome though to walk into a TRU and see 40 feet of LEGO trains!
Retail stores purchase items based on many considerations..like expected
saleability, profit, and shelfspace. I don't think any large retail chain
would carry the regulator or motor pack (at least not for too long becuase they
won't sell in large quantities) I wouldn't think that too many parents would
pay an extra $60 to get their $60 train set to run by itself unless their child
was really into it. Even then the price tag likely put's it at a birthday or
Christmas gift for most.
> 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.
All of which I'd like to see..likely in the catalogs and LEGO stores..maybe
even in retail America one day.
I do like your 10 points. I just wish that retailers and parents of LEGO Kids
did too.
michael
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Message has 1 Reply:
 | | Re: the perfect way to sell lego trains
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| "Michael Hader" <mhader@hubcap.clemson.edu> wrote in message news:H7J2AB.5By@lugnet.com... (...) + (...) RR) (...) is (...) well. In (...) and (...) you'll get (...) won't run (...) child a (...) time) (...) [ ... lots of snippage ... ] I think (...) (22 years ago, 22-Dec-02, to lugnet.trains, lugnet.dear-lego)
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Message is in Reply To:
| | the perfect way to sell lego trains
|
| 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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