What is the right number of dated products?
The short answer is that no one knows, or at least, if anyone does know, please feel free to share
“Why dated product?”
Wimbledon, for many of our guests, is a once in a lifetime experience. If our dated range can amplify their visit, provide them with something to smile at when they see it, then that’s exactly why we offer it. For some, it’s a tin of balls, a keyring, a cap, a T-shirt or simply a candidate for ‘my favourite mug’. For very many others, it’s the iconic dated towel. Players have a well-publicised fondness for these and it’s no surprise that so many fans feel the same way. They have become collectables. So despite no tournament this year and sadly, no guests onsite, our absent guests were still looking for that statement piece via our online shop. Many have even used their 2020 towel to join in our ‘Wimbledon Recreated’ campaign.
“What is the right number of dated products?”
The short answer is that no one knows, or at least, if anyone does know, please feel free to share. The longer answer is that a lot of hard work goes into analysing historical sales, minimum quantity orders and the balance of what feels ‘right’ when dated product is put alongside our very much larger undated collection. The problem with the maths lies in the nature of Wimbledon itself and its wonderful unpredictability on so many levels. There are obvious examples, but they live comfortably in the land of hindsight. An unseeded player becomes an overnight star? A rain soaked Fortnight? A British winner?
Suddenly the ‘I was there’ moment is elevated to something historic and maybe we should be ready for that. But the answer doesn’t lie in dated product, it rests on our efforts to engage with all our fans, whether they are on the Grounds or not. We want to make the whole experience memorable and hopefully that’s what everyone can take away. In other words, ‘No purchase necessary’.