October 25, 2008

Seduce me to spend more!

The other day a rather well known SL designer released some new female fashion items, and within hours I read excited reports from friends and acquaintances. I sent my girlfriend Skinkie a photo and as expected she fell in love with the creations as well, so we TPed to the shop. There, we found 10 color variations in exceptional quality at the steep but justified price of 400 L$ each. A lot of the designer's items are available as fat packs, but this one was not. As I did in the past I IMed the designer and asked if a fat pack are available, but she was not online. We spent half an hour in the shop, and after trying on the demos we settled for 4 of the 10 packs which were the ones we both liked best. There were another 4 packs we both kind of liked, but did not see as "essential".

Today, I received this offline IM:

[1:44] Wellknown Designer: hi peter, sorry - i spend too much time on each color to justify discounted fatpacks

This left me confused. Already now, I have spent 1600 L$ on her creations, and I made it clear that I was willing to spend more than that. All versions together would have been at 4000 L$. Had she had a fatpack for 3200 L$ (10 for the price of 8) or even 3600 L$ (10 for the price of 9) I would have most likely bought it. So the lack of a fatpack "cost" this designer 1600 L$ or even 2000 L$ of additional revenue.

I asked for some mindshare among the folks on Plurk, and the majority agrees on my assessment. Especially since the tedious process of boxing up the items has been done already, offering a fatpack is not a lot of extra work. I realize that I am in a privileged position to be able to afford the prices mentioned - some commenters on Plurk said they would have to carefully chose one or two items maximum. On the other hand, being involved on the sales side of ~flirt~ fine prim jewellery showed me that while the large majority of customers buy one ore two items, there are still a surprisingly high number of people who buy fatpacks with a 3000 L$ pricetag.

  • As a content creator I think you are well advised to address all kinds of potential customers: the ones on a budget with good and affordable single items, as well as the ones who are willing to spend more with attractive bundle options.
  • There is such a thing like the "upper class of shoppers" in SL, who is prepared to spend large sums of money. Designers should make it as easy for them as possible the spend it.

I will not stop to shop at this designer's outlet since she offers quality and I know her for quite a while. But she could have 2000 L$ more in her account by now, which ultimately some other designer will benefit from.

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