MLX Skates Now Available

[Krev 86]

So, an update on my skates and their customer service.

Ordered my skates back at the end of October, paid for next day air shipping, and was informed the next day that my skates has been delayed until December 1st. Emailed MLX a few days ago to double check with them that my skates would still be shipping on the 1st. I received a reply saying that they will be delayed again until the 15th, possible a few days earlier than that.

The reason for the delay had to do with the manufacturer for their holders/runners. I had been planning on installing LS2's on these skates anyway, so I emailed back asking if they could either send me the boots so I could install them, or if they wouldn't mind installing them for me. About an hour ago I got their reply back, saying that due to the delays on my skates, and since the boot was all ready to go anyway, they would install the LS2's for me, and ship them out to me within the next week via my original shipping method. The skates have to be rerouted to their training center in Milwaukee first for the installation though, and then they are on my way to me. Oh, and the shipping cost I originally paid? Refunded.

I'm pretty damn impressed with their customer service. Shipping costs refunded, professional installation of LS2's, prompt replies... Nothing but helpful to me. Can't wait to get them in.

[$m0k3 0]

So, an update on my skates and their customer service.

Ordered my skates back at the end of October, paid for next day air shipping, and was informed the next day that my skates has been delayed until December 1st. Emailed MLX a few days ago to double check with them that my skates would still be shipping on the 1st. I received a reply saying that they will be delayed again until the 15th, possible a few days earlier than that.

The reason for the delay had to do with the manufacturer for their holders/runners. I had been planning on installing LS2's on these skates anyway, so I emailed back asking if they could either send me the boots so I could install them, or if they wouldn't mind installing them for me. About an hour ago I got their reply back, saying that due to the delays on my skates, and since the boot was all ready to go anyway, they would install the LS2's for me, and ship them out to me within the next week via my original shipping method. The skates have to be rerouted to their training center in Milwaukee first for the installation though, and then they are on my way to me. Oh, and the shipping cost I originally paid? Refunded.

I'm pretty damn impressed with their customer service. Shipping costs refunded, professional installation of LS2's, prompt replies... Nothing but helpful to me. Can't wait to get them in.

Krev im in the exact same boat as you, ordered them towards the end of October also. I guess mine will be delayed til the 15th also.

I was thinking of putting on LS2's, did you buy the LS2's or are they going to supply them?

[Krev 86]

Krev im in the exact same boat as you, ordered them towards the end of October also. I guess mine will be delayed til the 15th also.

I was thinking of putting on LS2's, did you buy the LS2's or are they going to supply them?

They're supplying and installing.

[malcb33 99]

krev, did they say if they'll use the same hardware to install the LS2's or standard rivits?

[Krev 86]

krev, did they say if they'll use the same hardware to install the LS2's or standard rivits?

I'm guessing rivets.

[TheHerminator22 0]

Hey, did you guys see the deal they have going on!? I wanted to get these but thought they were too expensive. They're running a holiday special for $599 and you get a free t-shirt. From everything I read these are definitely worth $599. Just ordered mine! So pumped!!

[althoma1 575]

Hey, did you guys see the deal they have going on!? I wanted to get these but thought they were too expensive. They're running a holiday special for $599 and you get a free t-shirt. From everything I read these are definitely worth $599. Just ordered mine! So pumped!!

If you read through the whole thread you'll notice there were actually 50% off codes that were active from mid-October until late last week or early this week. They then posted the holiday special and deactivated the 50% off codes. $599 is better than $799, but not quite as good as $400. Hopefully the skates work great for you, it's just a shame you weren't able to get in on the earlier 50% off deal.

[Beflar 53]

If you read through the whole thread you'll notice there were actually 50% off codes that were active from mid-October until late last week or early this week. They then posted the holiday special and deactivated the 50% off codes. $599 is better than $799, but not quite as good as $400. Hopefully the skates work great for you, it's just a shame you weren't able to get in on the earlier 50% off deal.

I think these skates are a good deal at $400 but are not worth the risk at $599. If they were at the LHS and I could see them first then sure but, ordering skates for $599 before I even see them is a bit of wishful thinking on their part... I am still interested but not $599 interested:)

[Chadd 916]

MLX is just trying to figure out their price point. They had a retail price, then a small discount, then the 50% off, now slightly higher again. They're just trying to figure out where they make the most when comparing margin and volume. Most companies do market research ahead of time and don't change prices at launch. What they have done though is effectively condition people to expect discounts of one type or another.

[CheesePlz 0]

MLX is just trying to figure out their price point. They had a retail price, then a small discount, then the 50% off, now slightly higher again. They're just trying to figure out where they make the most when comparing margin and volume. Most companies do market research ahead of time and don't change prices at launch. What they have done though is effectively condition people to expect discounts of one type or another.

My friend was looking at MLX as a Christmas gift but was disappointed when they raised the price. I told him they had great customer service (from what I read here) and told him to email them and ask them if they would give him the 50% off. They told him that the 50% off was over but since he was so interested in the product, they would give him a one time coupon of 50% off that would last just 1 week. He was pretty excited about that.

[rjmurp01 0]

MLX is just trying to figure out their price point. They had a retail price, then a small discount, then the 50% off, now slightly higher again. They're just trying to figure out where they make the most when comparing margin and volume. Most companies do market research ahead of time and don't change prices at launch. What they have done though is effectively condition people to expect discounts of one type or another.

This is a great point. I know if I was looking to try them now, it would be tough to swallow a $599 price tag, knowing that they were just available for 25% less than that. Also, how do I know that the price won't go down again 2 weeks after I buy them. This is a terrible pricing strategy, and may discourage interested potential customers from trying a product (that does seem to be quite good actually.)

I actually ordered a pair at the $400 price, only to return them for a refund. Nice skates, but just didn't feel right for me. The company was great to work with, in my experience. Extremely fast shipment, excellent customer service, no questions asked refund, free return shipping, and prompt return of funds when I sent the skates back. I would gladly deal with them again, if I was looking for a skate like that.

[dabeechman 0]

What they did is get their product out to a lot of people. We then shared our experiences with the way the skates felt, performed, and relayed our experience with their customer service. All of which they would not have had, had they priced their skates at retail, or likely even 599. What they did was very smart, they got their product out into the market when they normally wouldn't. They are now hoping their great product, and better customer service will help them sell their skates at a lower price point.

[rjmurp01 0]

What they did is get their product out to a lot of people. We then shared our experiences with the way the skates felt, performed, and relayed our experience with their customer service. All of which they would not have had, had they priced their skates at retail, or likely even 599. What they did was very smart, they got their product out into the market when they normally wouldn't. They are now hoping their great product, and better customer service will help them sell their skates at a lower price point.

Sorry, but you're wrong. What Chadd said is correct. They have conditioned people to expect a (big) discount. Perhaps a better strategy would have been to offer a low introductory price, to generate interest, and possibly convince on-the-fence buyers to try a new and unproven product. This introductory price should have had a set expiration. At this point, they would sell the skates at the original retail price. This is a penetration pricing strategy. The limitation of this is that a low introductory price may mistakenly communicate to the customer that the product is not on par with other high-end skates.

MLX appears to have tried a price skimming strategy at first - starting high and then reducing price. However they then increased price again and pulled any coupon offers.

Both pricing strategies are viable options in different circumstances, however the company should be consistent with their strategy. Consistent is the key word.

Name one successful company/consumer product that allows their market price to fluctuate so drastically. I doubt you can.

Also, the customer feedback you were referring to should have been done before putting the product on the market....this is called market research, which Chadd also mentioned.

[Chadd 916]

Name one successful company/consumer product that allows their market price to fluctuate so drastically. I doubt you can.

Especially over such a brief period of time

[$m0k3 0]

You have to remember this $599 price from their website now is a new 25% discount, the %50 discount came from a promo code which the average buyer probably did not know about unless you are part of a few hockey forums.

[rjmurp01 0]

You have to remember this $599 price from their website now is a new 25% discount, the %50 discount came from a promo code which the average buyer probably did not know about unless you are part of a few hockey forums.

What you are saying is true, but it also clearly explains Chadd's original point. It's another discount ... a different discount. Why would I ever buy these skates at full price now, when another discount is hopefully right around the corner?

Suppose you buy your nice, shiny, new, custom-built MLX skates for the introductory price of $599, which is an amazing 25% off full retail price. You are probably extremely happy with your purchase. The next day at practice, you find out that your buddy bought his MLX skates 2 weeks ago for $400 ... 33% less than the already amazing price that you paid. Do you think you are still extremely happy with your purchase? Do you think this is a good way for MLX to cultivate brand loyalty and trust from their customers?

Imagine how the first few customers feel who paid $799. Do you think they are okay with the fact that everyone is now buying the skates at $599, and many others were able to get them for $399 not long ago?

[Axxion89 32]

Sorry, but you're wrong. What Chadd said is correct. They have conditioned people to expect a (big) discount. Perhaps a better strategy would have been to offer a low introductory price, to generate interest, and possibly convince on-the-fence buyers to try a new and unproven product. This introductory price should have had a set expiration. At this point, they would sell the skates at the original retail price. This is a penetration pricing strategy. The limitation of this is that a low introductory price may mistakenly communicate to the customer that the product is not on par with other high-end skates.

MLX appears to have tried a price skimming strategy at first - starting high and then reducing price. However they then increased price again and pulled any coupon offers.

Both pricing strategies are viable options in different circumstances, however the company should be consistent with their strategy. Consistent is the key word.

Name one successful company/consumer product that allows their market price to fluctuate so drastically. I doubt you can.

Also, the customer feedback you were referring to should have been done before putting the product on the market....this is called market research, which Chadd also mentioned.

Offering a coupon code is a form of promotion and not a pricing strategy, even if the code was for 50% off. The purpose of their promo was to get their product out into the market fast so people could start generating buzz about their product. $m0k3 had it right, the promo code was probably only detected by those of us who are very involved in the hockey online community and not by regular players who have limited online interaction. The only flaw by MLX is that their 50% code still works past when it was supposed to end which, if true, then conditions the customer that they can get it for 50% whenever. However, all MLX needs to say is that the 50% promo was a one time thing, then people will not realistically expect that to happen again. I know that Harrow had a 50% promo and said they will be doing it again and therefore, I know a few people that won't buy their product until the promo again.

To sum it up, MLX is still using price skimming from what I can tell but also is using a lot of promo to get their product out there. What you can argue is that although their promos are sporadic, that customers who want the skates need to jump on their promos to get the product for as cheap as possible. I do not agree with their strategy either but it can work in the market. There are a multitude of factors that go into pricing so you cannot say that just because one product used a weird price strategy that it will fail compared to other consumer products because pricing is relevant to their target market, no matter the product.

Also a few years ago the iPhone price dropped dramatically and there was an uproar and Apple refunded the difference, who is to say MLX wouldn't do the same?

[Chadd 916]

You have to remember this $599 price from their website now is a new 25% discount, the %50 discount came from a promo code which the average buyer probably did not know about unless you are part of a few hockey forums.

And not to be confused with the 15% discount they offered before the 50% discount.

What you can argue is that although their promos are sporadic, that customers who want the skates need to jump on their promos to get the product for as cheap as possible.

As soon as one promo ends the next one (at a different price) starts. It's not sporadic, it's constant.

[Axxion89 32]

And not to be confused with the 15% discount they offered before the 50% discount.

As soon as one promo ends the next one (at a different price) starts. It's not sporadic, it's constant.

Ahh I see, it is interesting but I am sure they did SOME market research and came to the conclusion that people interested in the skates would not be overly price sensitive and would hold out for their lowest deals. It can most definitely come to bite them in the ass. Only time will tell to be honest to see what the effects are

[$m0k3 0]

Suppose you buy your nice, shiny, new, custom-built MLX skates for the introductory price of $599, which is an amazing 25% off full retail price. You are probably extremely happy with your purchase. The next day at practice, you find out that your buddy bought his MLX skates 2 weeks ago for $400 ... 33% less than the already amazing price that you paid. Do you think you are still extremely happy with your purchase? Do you think this is a good way for MLX to cultivate brand loyalty and trust from their customers?

I think you will be very hard pressed to find 2 people in the same locker room where this would even happen. Growing up in Canada playing hockey my whole life, i play with a few different groups and not one person has even heard of MLX rather then pulling the trigger on some new skates they can't even try on for $599.

Most of them are trying to still wrap their head around the fact that there is a difference between a pro stock curve and a retail.

[danno25nh 3]

And not to be confused with the 15% discount they offered before the 50% discount.

As soon as one promo ends the next one (at a different price) starts. It's not sporadic, it's constant.

I would suspect they are trying to find that magic price point that provides maximum profit.

Every product faces low volume/high profit vs high volume low profit. The problem is this product, due to it's very nature is in a difficult spot.

Even if were the very best skate on the planet (I'm not suggesting it is) the fact that it's not a well known name, lacks mass marketing, lacks significant NHL penetration, and can't reasonably be sold in stores because it must be baked before it will fit anyone, puts the company in a unique spot. By offering "discounts" it can bounce the price around until it finds that price point that offers maximum profitability based on volume:profit ratio.

No skate is for everyone. I like them, I hope they succeed as I find the customer service and the product to be outstanding for my needs. That doesn't mean I wouldn't like to try the total one or the top Easton and CCM or even RBK product if they fit right.

[dabeechman 0]

Sorry, but you're wrong. What Chadd said is correct. They have conditioned people to expect a (big) discount. Perhaps a better strategy would have been to offer a low introductory price, to generate interest, and possibly convince on-the-fence buyers to try a new and unproven product. This introductory price should have had a set expiration. At this point, they would sell the skates at the original retail price. This is a penetration pricing strategy. The limitation of this is that a low introductory price may mistakenly communicate to the customer that the product is not on par with other high-end skates.

MLX appears to have tried a price skimming strategy at first - starting high and then reducing price. However they then increased price again and pulled any coupon offers.

Both pricing strategies are viable options in different circumstances, however the company should be consistent with their strategy. Consistent is the key word.

Name one successful company/consumer product that allows their market price to fluctuate so drastically. I doubt you can.

Also, the customer feedback you were referring to should have been done before putting the product on the market....this is called market research, which Chadd also mentioned.

How am I wrong? Most of us would have NEVER touched that skate for 600 bucks. There are just better choices to go with than dropping six bills on an untested skate. But at 400 most of us were willing to take a chance, and it paid off. Now that their skates are out in our community they can sell them. I don't see how they did anything wrong. A lot of companies have sales/coupons.

Inversely, what if they offered a low price point, nearly cutting their throats. Only to have sales take off and then having to raise prices. That would severely anger their customers more than the route that they took. Would you rather deal with a company that lowered their initial price point 25%, or raising their initial price point 25%?

[Chadd 916]

Can we go back to just talking about the skate at some point? Dealing with the plants is bad enough but this is getting old quick.

[$m0k3 0]

Yeah im with on that chadd.

I'm really interested on what the new versions of the tendon guard and tongue will be like. They said they will be coming out with a longer tongue shortly.

And for anyone that doesn't like the fact that they have to tighten the torx screw all the time, they can rivet their holders on too. They just wanted to give the option of being able to change or adjust your own holder if you wanted to.

[fastbrother7 0]

Yeah im with on that chadd.

I'm really interested on what the new versions of the tendon guard and tongue will be like. They said they will be coming out with a longer tongue shortly.

And for anyone that doesn't like the fact that they have to tighten the torx screw all the time, they can rivet their holders on too. They just wanted to give the option of being able to change or adjust your own holder if you wanted to.

Yeah, me too. I inquired about that as well and also if they would be offering felt-backed tongues when I ordered mine a few weeks ago. I got this response:

"No current plans to make changes to the tongues. Possibly down the road, but nothing in the near future."

I think they have tongue lengths that vary with the sizes, but dont have materials other than what is offered on their out-the-door skate. I ended up asking them to ship mine boots-only, un drilled; as I ordered up some LS2s to have mounted locally. Since I opted not to go with the MLX holders they said they would send me an extra set of tendon guards and tongues as well as a couple of t shirts.