Clearance iPad Pro Cases | Macbook Pro Cases - Behind the New Program
The latest in a series of interviews about the story behind the design of MacCase products. or in this case, a new MacCase program.
For this interview, we are again speaking to MacCase President and Chief Creative Officer Michael Santoro about the company's new Clearance iPad Pro Cases and MacBook Pro cases program. The new Clearance Program will allow customers to purchase older MacCase Premium Leather and Nylon models at step discounts.
Why a Clearance Program for iPad Pro Cases and MacBook Pro Cases
JKD: It seems this is something your have avoided in the past. Why a Clearance Program now?
MS: We have offered older or discontinued models in the past on our site. God knows things change pretty quickly around here and we are often left with models that can quickly become irrelevant. iPhone 4 cases, anyone? We had a situation where things were piling up, older models, samples, prototypes, one-offs or even current models that are at the end of their life cycle, and I wanted to make room for new models.
I didn't have the heart to just throw them away. I just couldn't do it. So we thought, maybe someone wants some of these. Some of these pieces are pretty cool. Some of the one off iPad Pro cases we did are really nice. For one reason or another, they never made it to production. But they're here and they're too nice to dispose of. Let's put them on sale and see what happens.
JKD: I have often heard you tell customers and associates that MacCase doesn't sell on discount, we sell on value. Has that policy changed with the Clearance Program?
MS: No, not at all. While the rest of the world if being trained to buy on discount, we continue to offer a value model that is unique and unsurpassed in the industry. I had a customer call they other day who was looking for several Premium Leather iPad Pro cases. He asked about a discount code or coupon and I told him we don't have them.
I gave him the "we don't on sell discount" speech and he said, Yeah I see your stuff all over the internet and it's all the same price". His fear was that he was going to pay $200 or $300 for something and then either see it somewhere for less or get a coupon in the mail for 30% off. I told him that wasn't going to happen. He made the purchase.
There is a big difference between marking a $100 bag up to $600 then boasting it's on sale for $200 or 60% off. That's not what this program is about at all. We will continue to offer the best value in iPad Pro cases and MacBook Pro cases out there.
Older or Unique iPad Pro Cases or MacBook Pro Cases
JKD: So what is the program about?
MS: It's about offering our customers, especially our loyal, long term customers the chance to purchase older or unique, one off iPad Pro cases or MacBook Pro cases at a discount. A lot of the pieces we have will not be the right case, bag or sleeve for everyone.
But there might be someone out there looking for a super lightweight sleeve for a 10.5 iPad Pro and we might have that. We might only have 1 or 5 or 3 or 10 of them, but they'll get the chance to buy one if they want one, knowing there might be only one or two in the world. That's kind of cool too.
In addition, the prices are going to be designed to move the product. For the most part, these are not normal production pieces that we need to hit some magic number on to survive. It's more about offering our customers something that was never offered to the general public for a really low price.
JKD: So you've run a pilot program with the Small Premium Leather Messenger Bag. How did that go?
MS: (Laughing). It was almost a disaster! We've had these bags for over 2 years and they were just sitting there. There was a slight issue with how the buckets were sewn so we never offered them for sale. The problem didn't affect the function and after I had another look at them I was wondering what all the fuss was about.
We set up the Clearance Page and listed the Small Leather Messenger Bag for $299.95 marked down to $49.95. $299.95 was the original price when this bag was in production. I was told we only had vintage so we only listed the vintage. I think they were sold out in 2 hours with just a banner on our home bag to let's folks know. We were all stunned at the speed.
We found a few boxes of black ones and a few more vintage. We created a mailer to our customers to let them know. And by the way, if you're not on our mailing list and you want to be kept up on these specials, get on it.
We raised the price to $99.95 just to see if we could slow things down a bit. We sold out 66 mins after the mailer went out. We had to turn people away. I think 80 pcs. were added to carts during that first hour and a half. And even at $100 those bags were a steal.
If someone wasn't here monitoring the progress, we could have sold hundreds but we only had a handful of them to ship. We had to update the page in real time to let everyone know what was happening. When all the dust settled, it worked out and the customers who got one were very happy. I wish I had more to offer. It's was a fun thing to do.
iPad Pro Cases Up Next?
JKD: It sounds like you learned a lot with the test. What will be next after the leather Messenger Bag?
MS: We have a lot of prototypes we did for the iPad and iPad Pros. Some really cool ultra lightweight sleeves that are pretty slick. The have magnetic closures and are made from this really cool brushed metal look fabric. I'd like to offer them and see what happens.
JKD: Any word on price?
MS: Again, we're looking to get these out into the world. We're not looking to necessarily make any money as much as we are to clear out old stock. The prices will be very aggressive.
JDK: What about long term? Where do you see the program going?
MS: I think we will continue to offer some form of iPad Pro cases or MacBook Pro cases as long as we have them. There may come a time where we sold out of everything and the page will be dormant for a while. We'll have to see.
We've had an outlet page or some way to clear old stock in the past on our website before. Having one on our current e-commerce platform was challenging but we figured out how to do it in a way that is effective and hopefully exciting for our customers.
JKD: Great, thanks again for your time
MS: Thank you.
"We'll offer some iPad Pro cases or MacBook Pro cases as long as we have them..."