From a business perspective, Keeley are doing about the only thing they can do.
Cricket bat sales have dropped off a cliff. There will quite probably be no club cricket played this season, therefore no need for a new bat. And we have around a quarter of the working British population without work (furloughed) or unsure that they'll have jobs to go to. That means a massive decline in money being spent on non-essential items (cricket bats).
That leaves 2 customer profiles for Keeley:
- The bargain hunter. Someone who has money right now, but is willing to spend £100 in order to save £150 in the future.
- The rich. Someone who can afford to spend money and is prepared to spend money in order to get something special, perhaps as a status thing.
The £200-£500, off the shelf, mass-market bat market will have all but died out. So you either sell a few bats and try to keep some money coming in, or live off the name you've build for 30 years and offer those with money something 'special'.