Exclusive Access : Buyers can enjoy the exclusivity of purchasing the product before the general public.
Discounts and Promotions – Generally, many companies offer special incentives during pre-sale, such as discounts, additional gifts, or bonuses.
Participation in development : Some brands allow their consumers to participate in the product development process during pre-sale. Customers provide feedback, suggestions, and can even influence additional features and functions.
Purchase guarantee : pre-sale guarantees the acquisition of the product, since the buyer is not exposed to the risk of it being sold out when it is released on the market.
As you can see, pre-selling offers advantages for both the seller and the buyer. On the one hand, you as an entrepreneur will generate early revenue, get feedback on the product and be able to build customer loyalty, while they will have early access to the product, take advantage of discounts, participate in development and ensure its availability.
Pre-sale example: the Apple case
The world of pre-sales has been explored mostly number data by cinema, concerts and real estate businesses. You have probably heard of pre-sales for movie tickets, for the purchase of an apartment, or pre-sales for concerts or shows.
Another segment that tends to do pre-sales frequently is the technology sector, especially mobile devices. One brand that stands out in this practice is Apple.
Example of Apple pre-sale.
Has a loyal buyer base
Apple has built up a passionate fan base over the years for its products. They are willing to pre-order their device to ensure they get the latest Apple products as soon as they are available.
The brand has a solid community, eager to acquire new releases.
They know how to generate high expectations
They are experts at creating hype and anticipation around their products. They use carefully crafted marketing strategies such as launch events, teasers , and exciting announcements to keep consumers excited and eager for the release of their products.
This anticipation translates into high demand during the pre-sale period.
Provides a satisfying user experience
Apple’s ability to deliver a satisfying customer experience and constantly introduce new features and functionality to its products gives consumers complete trust in the brand.
Thanks to this trust, people are willing to buy in a pre-sale , in order to be part of the product launch.
Exclusivity and perceived scarcity
Apple strategically uses exclusivity and perceived scarcity to increase demand during pre-sales. By limiting the initial availability of their products and creating the feeling that they are highly desired and hard to get, they create a sense of urgency among consumers, which drives them to purchase during a pre-sale.
Together, Apple's loyal fan base, the build-up of anticipation, the design and quality of its products, and the creation of a sense of exclusivity and scarcity have helped it generate high sales and significant demand ahead of the official launch of its devices.