Seeing this says to me the Ruroc EOX launch has flopped.
If you're asking customers "why didn't you buy" with options of:
"Product Design isn't good enough"
"I am waiting for a good promotion"
...You have to be deluded if you think you're going to get actionable information from a survey like this.
Here's what has gone wrong for Ruroc.
Firstly, "EOX" was designed as the 'Finale' of the Atlas line. It should have been positioned as the pinnacle of the range and should have replaced the Atlas 4.
Atlas was plagued with issues from v1.0. We rushed, the pandemic hit, suppliers messed us around, we had to build our own factory REMOTELY to keep up with demand.
To fix the issue once and for all I hired a specialist product designer who built out the team to deliver the 'perfect product'.
It was costly, but it would allow us to reduce our Customer Service costs, return logistics costs, and reduce our in-house QC team from 18 to just 2-3.
A huge cost to get a huge saving. Absolutely necessary for Ruroc to stabilise and continue growing at 70-100% YOY.
That product, the one that should have been Ruroc's biggest success, is now called "EOX".
To sell products online and grow successfully you need:
- Scarcity - "I want stuff other people don't have yet, or I don't want to regret not buying when I had the chance."
- Innovation - People want the latest greatest and best... if it's not that, why am I giving you my money if my current product does the job?
- Social Proof - it's FOMO, who's wearing it, who's buying it, am I going to be the odd one out if I don't buy?
- Reciprocity - What's this brand done for me? How have they engaged me? Do I buy into their mission, do I feel obliged to be part of it.
- Commitment - OK I've pre-registered, I've followed the page, I've signed up for the newsletter, I'm watching the launch video, I'm going to buy.
Not one of these tactics was properly employed during the launch of the "EOX"
Further to that, some genius has made the decision to continue with the Atlas 4 and have it run alongside the EOX
So now, as a customer of Ruroc, what does this say to me.
Ruroc Atlas 4.0 Track - $679.00
(Has no real track certificate)
Ruroc Atlas 4.0 Carbon - $595.00
Ruroc "EOX" - $559.00
(brand new should be better than Atlas 4)
Ruroc Atlas 4.0 Street (fibreglass) - $319.00
(Confusingly is lighter than the Track and Carbon Atlas)
So if I want the best, I buy the most expensive helmet? I can wear it on the Track right? No, not in USA or MotoGP. I want the lightest, so I buy the cheapest? I want the newest, but is it worse than the old models because it's cheaper?
This is beyond confusing for customers.
Customers give brands minimal attention. Your messaging is as much in the decisions you make around naming and pricing as it is anything else.
Ruroc "Atlas-X" - $659.00
Drop the Atlas 4.0 and discount til it's gone
Clear message to consumers - "the new product is better, replace your old helmet now"
It's not hard.