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

1. Increasing Revenue Per Fan Through
Creative Bundling &
Promotions Management
ALSD CONFERENCE 2103

2. • What Is Bundling?
• Why Bundle?
• Types of Bundles
• STADIS© for Promotions Management,
Measurement & Accountability
• Goals, Planning & Positioning

3. • Bundling is the sale of 2 or more separate
products in (or as) one combined product or
package

4. • Volume discount to capture diminishing value
‒ “Do I really need those extra wings?”

5. • Providing extra “value” for spending more
‒ What’s the benchmark to beat?

6. • Simplification
‒ Too many individual options or menu choices

7. • Unique Value Creation:
‒ Whole is greater than sum of parts
• 1 + 1 = 3

8. • Multiple Types:
‒ Product
‒ Price
‒ Pure Bundle
‒ Mixed Bundle

13. Unique Value Creation & Price Benefits When
Purchased As A Bundle

14. NEW STADIS© FEATURES TO
SUPERCHARGE YOUR BUNDLING

15. • 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

16. • 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

17. • More relevant engagement
• More incremental sales
• Higher ticket prices
• Higher per caps
• More financial control
• More accountability
• Better management and ROI

18. Goals, Planning, Positioning

19. • In a competitive environment
‒ Mixed bundling is best
• It’s not about the “discount”
• It’s about the “value”

20. • Focus on non-commodity, higher-margin items
• Establish the benchmark to beat

21. • What’s the mix?
• STADIS© analysis of one premium seat customer
ticket-type:
‒ 244 items
• 39 alcohol

22. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Items Dollars
Alcohol All Others

23. 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

25. • 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

26. Steve Massi
smassi@ims-pos.com
Twitter: @stevemassi
Jim Shrader
jshrader@ims-pos.com