Games Workshop Knows All
I have been troubled by the state of our game, as many others have. One of our local retailers said that GW is slowly making models direct only, the most resent one was the basic terminator kit, which was removed around the time dark angel came on the store shelves. This was obviously to boost the sale of the dark angel terminator kit. I was able to have another conversation with some friends on this subject and a point was brought up that blew my mind. A friend told me that in a conversation, with another major GW retailer he had stumbled upon GWs marketing strategy. This plan involves funnel marketing. They will over years slowly make every model kit direct only. I thought this will kill the business and then it was explained.
As the picture shows at the top is all the customers that are aware of 40k and buy a kit or two. The next level considers going to store and playing games, which leads to more purchases. At the conversation level the customer is in contact with GW and probably continues to buy multiple armies. The loyalty level is the customer that buys from retailers and GW directly. The final advocacy level is where the customer only buys direct only and never buys else where.
GW wants to eventually have only advocacy customers. Yes, they will lose some of the consideration and conversation customers but will retain most of the loyal and all of the advocacy customers. This is all about make less models and making the same or more profit.
I am not, by any means, a marketing expert however this seems to make sense and the information I gathered was trust worthy. The only question that is left in my head is, I do not see how this can last. Let me know what you think in the comments.