2013 STADIS - ALSD BUNDLING PRESENTATION

466 views
350 views

Published on

STADIS - Bundling presentation given at the 2013 ALSD conference and tradeshow
"Increasing Revenue Per Fan Through Creative Bundling and Promotions Management"

Published in: Sports, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
466
On SlideShare
0
From Embeds
0
Number of Embeds
170
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

2013 STADIS - ALSD BUNDLING PRESENTATION

  1. 1. Increasing Revenue Per Fan Through Creative Bundling & Promotions Management ALSD CONFERENCE 2103
  2. 2. • What Is Bundling? • Why Bundle? • Types of Bundles • STADIS© for Promotions Management, Measurement & Accountability • Goals, Planning & Positioning
  3. 3. • Bundling is the sale of 2 or more separate products in (or as) one combined product or package
  4. 4. • Volume discount to capture diminishing value ‒ “Do I really need those extra wings?”
  5. 5. • Providing extra “value” for spending more ‒ What’s the benchmark to beat?
  6. 6. • Simplification ‒ Too many individual options or menu choices
  7. 7. • Unique Value Creation: ‒ Whole is greater than sum of parts • 1 + 1 = 3
  8. 8. • Multiple Types: ‒ Product ‒ Price ‒ Pure Bundle ‒ Mixed Bundle
  9. 9. Unique Value Creation & Price Benefits When Purchased As A Bundle
  10. 10. NEW STADIS© FEATURES TO SUPERCHARGE YOUR BUNDLING
  11. 11. • Customer accesses promotions through engagement and ID • Gain financial control, accountability, trackability • Eliminate coupons, wristbands, geographic constraints • Promotions evaluated in real-time • Customize promotions – one, all or combination —Progressive/Rewards based promotion —Prepaid Value —“Either - Or” and Item level promotion —Location based promotion —Time based promotion
  12. 12. • Potential Ideas, down to the individual level —All Inclusive: All you can eat & drink, beer & wine, no liquor —Customer prepays $60, gets $18 to spend on Retail Merchandise only —Either a Hot dog, Pizza or Hamburger & —Either Chips, Fries or Pretzel & —Either Medium Soda or Water —Concession stand X —1 hour prior to game time or close
  13. 13. • More relevant engagement • More incremental sales • Higher ticket prices • Higher per caps • More financial control • More accountability • Better management and ROI
  14. 14. Goals, Planning, Positioning
  15. 15. • In a competitive environment ‒ Mixed bundling is best • It’s not about the “discount” • It’s about the “value”
  16. 16. • Focus on non-commodity, higher-margin items • Establish the benchmark to beat
  17. 17. • What’s the mix? • STADIS© analysis of one premium seat customer ticket-type: ‒ 244 items • 39 alcohol
  18. 18. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Items Dollars Alcohol All Others
  19. 19. 39 355 205 762 0 100 200 300 400 500 600 700 800 900 1000 1100 1200 Items Transactions Alcohol All Others 9.1X 3.7X
  20. 20. • Discount vs. Bundle ―Discount: • Pay $90 for a $100 ticket ―Bundle: • Pay $100 and get the same ticket & $13 towards the purchase of Woodward Canyon Chardonnay
  21. 21. Steve Massi smassi@ims-pos.com Twitter: @stevemassi Jim Shrader jshrader@ims-pos.com

×