I really think this is an interesting subject. Now is a critical time for Lionel and their marketing strategy to capitalize on some important things:
As you and some others agree, pop up stores of any shape are great around the holiday seasons. Lionel would do best to push starter sets and basic accessories from the RTR line and maybe showcase some high end product. They promote the LHS at the popup store/kiosk to get them in there for more track and rolling stock. Everybody wins.
Gets brand awareness up, and continue to grab attention with the non-train stuff like Nascar.
Traditional retail is a dead end. "Destination shopping" is the thing now, and Lionel is a perfect brand to get in on it. Disney Springs/Downtown Disney, any of the Mills malls, the Forum shops in Vegas etc. these are high traffic areas where even if people don't buy anything, they at least get a lot of visibility of the product. Example is the flagship Lego stores with the giant sculptures where people go just to see the store, gets kids and adults really excited about the product.
In this same vein I would also make the case about destination retailers like Cabelas and Bass Pro Shops, where Lionel would have tons of appeal.
This is a great time for Lionel if they sieze on it. There is a new baby boom on this country's hands. There's a whole new generation of parents who would really prefer their kids play with something fun and real and not an iphone. Lionel just has to find a way to become a household name again.
PS to the Lionel marketer who hopefully reads this, if you make a million $ off these ideas, just hit me back and I'll give you the address to ship the Super Chief to. ; )
John
Thanks for the pics Penny!
I think having the hands-on displays will be their key to success. Get those trains running and let the customers take the trottle! It's also a great opportunity to present layout suggestions to new and seasoned railroaders.
The Lionel store does look impressive and kind of has an "Apple Store" feel. I wonder if they'll have a "Genius Bar" for support and repairs?
On a side note: I recently email Mark Wood (The Menards train guy) to see if they would consider setting up a holiday train display in their Menards stores to encourage the hobby ... and sales, but haven't seen anything yet. I was thinking something like the hands-on train layout you see at Chuck E Cheese would provide the opportunity for a person to take the trottle and run a train ... and then hopefully encourage a sale!
Fun to see Lionel trying something new.
One thing about trains: It doesn't matter where they’re going. What matters is deciding to get on.
cwburfle So, for those of us who have been able to get to the store: Did you buy anything? Notice anybody else buying anything? Yes there were people buying, I did not buy anything but my wife bought some birthday gifts. I did put in my Christmas order with her while we were there!!!
So, for those of us who have been able to get to the store: Did you buy anything? Notice anybody else buying anything?
Yes there were people buying, I did not buy anything but my wife bought some birthday gifts. I did put in my Christmas order with her while we were there!!!
WELL Is not Nort Carolina the home of Nasca? At the toy fair they put more emphasis on Nascar then the trains least the last two years
Those fortunate to get to NY can see the Lionel Layout in Riverhead
Wow, that looks fantastic! Looks like they're doing it right. Lionel teamed up with NASCAR several years ago, and it's become one of the few sources of racing diecast left.
Well that's a nice and very professional-looking set-up they've got.
If they can't make a go of it I'd say they've got no-one to blame but themselves.
Penny Trains thank you I need all the help I can get.
I linked your pics the cheater way.
Trains, trains, wonderful trains. The more you get, the more you toot!
Interrestingly the stores page at the mall website: https://www.simon.com/mall/concord-mills/stores/lionel-trains talks more about NASCAR merchandise than Lionel trains.
Took the day off and had a road trip down to check out the new store. Got there about 15 minutes before they opened(10:00am) already 2 other persons waiting. The store has 2 small layouts to the left and right of the entry door. There are free standing and wall shelves with anything from ready to run sets, to TMCC items. There are several displays with some of the higher priced engines. I did see some items discounted but most are MSRP. The large layout is toward the rear of the store with 4 levels of trains running. The Nascar stuff is at the rear of the store. I spent a couple of hours looking around and by then there was maybe 15 to 20 people in the store. I did notice the foot traffic passing by the front of the store and the 2 small layouts were getting some attention. I guess time will tell if this works or not. I posted a picture album on imgur.com site, search for Lionel. Sorry could not figure out how to add the link...
To the average shopper, especially heading into the holidays, the MSRP on Lionel's starter sets isn't out of reach. Team that with the plug-and-play LionChief + line, and the ability to demonstrate that to a new audience, I think it's a win-win. And when newbies discover they can operate trains with their phones and tablets, who knows what the potential will be...
I wish they would set up a seasonal store within the ped mall, in Cumberland.
rtraincollectorThey got you in there just by being there. And if they had a sale you liked you would buy, To them the most important thing is to get you in the store,
That's my point, if nothing more than to see how high there prices are. They got you in there just by being there. And if they had a sale you liked you would buy, To them the most important thing is to get you in the store, And they have about a 75% more chance to get you in the store there than they do at the company head quarters. Not many are about going to there to buy a train, more likely goto the mall or big box store ( target, Wal-Mart etc. )
Life's hard, even harder if your stupid John Wayne
http://rtssite.shutterfly.com/
rtraincollectorBut your telling me if you happen to be in a mall that had the Lionel store in it, you wouldn't go in it.
We had a Great American Train Store in our local mall. I visited the store many times. Didn't buy anything until they had their going out of business sale. Then I purchased some Kato N gauge track for my son, a big roll of plain brown wrapping paper, and a couple of boxes of envelopes. I was still buying newly made Lionel at the time, but not from GATS.
If I see a store that carry's trains I'm going in to check it out,if they have something I like and can live with the price I'll buy. Hey LIONEL if you are reading this how about answering my email I sent 3 weeks ago????
Hey, if I were at a mall and saw a Lionel store I'd certainly go in for a look, for curiosity's sake if nothing else, and besides, you never know, do you?
The serious buyer isn't going to go to a store in a mall. But your telling me if you happen to be in a mall that had the Lionel store in it, you wouldn't go in it. I doubt you can, if for no other reason it was there, and so where you. Now you see an item you want, and they have it there, would you not consider it, once in your head that you figures ABC train store on line has it for about 15% less but by time you add shipping it still about 5% less but you can have it now, not a week from now. Also although they may have a few of there big ticket items in there, I doubt they think they will sell. As ABC train store will have it a lot less than they do. Most there sales ( I would guess anywhere from 65% to 90% ) are going to be stuff like RTR train sets, track, individual train cars, accessories etc,etc.
There is little doubt about Lionel folks reading the other O gauge board. They probably look at this board too.
Would the serious hobbiest go to a kiosk? Probably not, the serious hobbiest already knows where he/she can go to get what they need.
But you hit it on the head when you mentioned the "Christmas tree trade." These are the folks that would want something around the Christmas tree, more than likely a toy train for tradition's sake, if nothing else. And who knows? That train around the tree could very well lead to something else, which would be the whole reason for the kiosks anyway. It was the reason for the pop-up Lionel store at Rockefeller Center I mentioned earlier.
Get the product and the name out there so people can see it, that's the name of the game.
By the way, do you suppose Lionel is looking in on this conversation? Probably not!
That's a very good point Mr. Burfle, however, where do those hobbyists forced to buy on-line or mail-order go because there's no hobby shop in the area go for support? They have to box it up and mail or UPS the product back to whover they got it from.Would a kiosk or pop-up store target established hobbiests? ----- I don't think so. I think the target population for this sort of retailing would be the Christmas tree trade. Those folks shop at Sears, Boscov's and those sort of places. Their support is probably no more than accepting returns.
cwburfle I buy from a Hickoy Farms kiosk every Christmas season. I would not buy a train or any other hard goods from a kiosk or pop-up store. Where do you go if there is a problem or for support? (Don't need support, then buy online!)
I buy from a Hickoy Farms kiosk every Christmas season. I would not buy a train or any other hard goods from a kiosk or pop-up store. Where do you go if there is a problem or for support? (Don't need support, then buy online!)
That's a very good point Mr. Burfle, however, where do those hobbyists forced to buy on-line or mail-order go because there's no hobby shop in the area go for support? They have to box it up and mail or UPS the product back to whover they got it from.
How about this? Suppose if with a kiosk sale Lionel provides a free UPS return shipping label if there's any kind of problem with the product? Supposing 90% of the products have no problems and only 10% do that shouldn't be a major issue for them. Besides, UPS could probably work a "quantity discount" for them.
I buy from a Hickory Farms kiosk every Christmas season. I would not buy a train or any other hard goods from a kiosk or pop-up store. Where do you go if there is a problem or for support? (Don't need support, then buy online!)
You know SotaPop, a seasonal kiosk like Hickory Farms does wouldn't be a bad idea, if they do a little homework first, such as...
1) Make sure the mall has a strong walk-in trade. A lot of malls are dying now due to various factors, the biggest of which is the mania for "on-line" purchasing. I've got grave doubts about purchasing "on-line," but I won't go into it here.
2) Again, make sure there's no Lionel dealers within a 75 to 100 mile radius so the items can be priced to move without undercutting any Lionel dealers that may be in the area.
Kiosks are a good idea. Everyone knows the name "Lionel" but quite a few people aren't aware they're around anymore.
Firelock76 - Makes me wonder how a Lionel seasonal kiosk would do in the malls across the US? I'm not sure exactly how that would work, but should be cheaper than renting a high-priced retail space, right?
I remember the "Great American Train Store," there was one here in a local mall, as SotaPop said the prices on the trains weren't so hot, but I did purchase quite a few books and videos there. I DID buy my best friend Shotgun Charlie a Bachmann Central Pacific "Jupiter" HO set to run under his Christmas tree from "GATS," Charlie just loves those old-time 4-4-0's!
Lionel should use the "GATS" as an example of how NOT to do it.
I know during Jerry Calabrese's tenure as Lionel CEO he had a "pop-up" Lionel retail store opened in New York City's Rockefeller Center during the Christmas season for a few years. Whether Lionel still opens the store at Christmas time I don't know, but supposedly business was pretty good for them.
Reminds me of the "Great American Train Store" that use to be at the Mall of America here in Minnesota and other locations around the country.
We loved to walk through the store, but really couldn't afford their higher prices.
Hopefully Lionel will avoid these higher rent locations, which should help keep their pricing more affordable.
This will be interesting to watch and to see how it all plays out.
Don't think so one reason being the rents
Toy building(s) are condos now I think
Last time I was near Flyer Building it was selling collectable figurines
Thanks for clarifying, tarheeltracks. I was only 40 miles from the Mount Clemens factory/store. Occasionally, they would have a 10% off day or some "sratch 'n dent" items. Still, like I said previously, it was better to go through a dealer. I like your idea Firelock about at least being in store only deals. Still not sure if Lionel would want to risk upsetting their dealers whether it's a "Mom and Pop" store or a mega dealer by offering reduced pricing. Mind you, with all of this MAP nonsense, the gap between MSRP and actual store pricing is becoming even closer.
None the less, hopefully it will work out for them. Is there still a store in NYC?
Rob
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