Thursday, September 6, 2012

About Dark Vengeance LE, Wayland, customer commitments and greedy people

A long title for a rather simple issue. The inability of many fans to get their copies of the Dark Vengeance LE.

This begins with GW not producing enough Limited Editions to cover for the demand, which says a lot about how bad they are at product launches. They should know their player base well enough to know that they would buy the new box as soon as it was out, and should have a pretty accurate idea of the player base size. After all, they know how many hobby stores they have, how many units they have sold in the past, how many different customers buying online... you need to be really bad to get this forecast wrong.

Advice #1 for GW: hire someone who can do a decent forecast.

Failing at correctly estimating the demand is bad for GW mainly because those (like me, you guessed it) who couldn't get their copy will buy the normal box, therefore spending less. It doesn't mean they won't get the LE chaplain with time, but that's a different story.

Advice #2 for GW: you usually want to lift the average order value and average customer value. Limited Editions help here, as long as you produce enough.

Advice #3 for GW: for 7th edition, be rather aggressive than conservative with the prevision because you will sell all the copies anyway.

Then let's talk about Wayland. I'm a regular buyer and a satisfied one, even with the issues that regularly pop (like terrible long times to get my orders, confusion about stock availability...). Their wonderful, efficient customer support more than makes up for it.

Problem is, you can't sell something you won't be able to fulfill. If they knew they had say 100 units for the first week and probably 100 more for the next one, the right thing to do is to tell customer #101 that they cannot guarantee their orders. This is something they did in the end but not when I purchased.

Worst than that, they told me 2 days ago that they had stock for me, so have the boxes suddently vanished?

That said, I really like how they have handled this, giving customers different options to choose from.

Last but not least, I'm going to talk about some of the people in the community. I lost count on how many times I read "I'm going to buy 2 boxes of the LE", or even more. That's your freedom of course but considering it is a limited edition and the fan base is rather big, well I would have certainly never bought more than 1, even if I wanted the minis to build a new DA or Chaos army. That any extra box that I was getting means that someone would not get it. It does not hurt to think about other people from time to time. Now I know some of you will not agree with this view but please give it a thought. Feel free to comment away, but let's keep it civil!

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