Creating scarcity in
marketing is a common practice. Consumers tend to be more attracted to items
that are not readily available. Creating a scarce supply of a product can
sometimes lead to an increase in demand, which is the scenario marketers
intended to create. One of the main goals of marketing is to increase the
demand of a product, and with this strategy new products and limited edition
products are created to mimic this strategy. Scarcity of products has been viewed
as a successful marketing practice; it motivates consumers to make an immediate
purchase in addition to generating a buzz around the scarce product. - Chelsea
As with any other practice,
there are pros and cons to this strategy.
Pros: 1. Drives Sales
2. Creates consumer engagement
3. Experimentation
Cons: 1. Weaken Brand Reputation
2. Can seem like a scam
3. Customers uninterested in being
rushed
Creating Scarcity of Products to Create Demand:
1.
Make the
stock number visible to consumers
2.
Inform
consumers that you are low in stock
3.
Limited-time
ONLY
4.
Seasonal
Scarcity
Marketing – Nike & Adidas
Footwear giants Nike and Adidas use scarcity marketing
through the release of limited-edition footwear. The firms appeal to the
sensibilities of “sneakerheads,” a profitable sub-demographic for marketers
today. The concept of limited-edition sneakers boosts demand by creating a
sense of urgency – it makes consumers fearful of not acquiring a particular
shoe if they don’t act fast. Scarcity (real or perceived) makes a product more
desirable and in demand. It not only increases the value of the product, it motivates
those who want to be part of the trendy crowd to step and buy.
adidas Originals SL 72 Limited Edition
Limited editions also create powerful branding. New
product launches create massive buzz, making consumers eagerly anticipate the
hottest new release. Also, this form of scarcity marketing has created a highly
lucrative second-hand market where special edition footwear sells for three to
five times the cost of retail.
Nike Cristiano Ronaldo Special Edition Boot
adidas Stan Smith Shoes
Nike CJ181 Megatron shoe collection
Nike Air Yeezy II
-Leo
Scarcity Marketing: Macy’s and Nordstrom
Scarcity marketing is an
effective form of marketing since it urges consumers to purchase now rather
than later. Consumers are more likely to purchase if it is advertised that
items are: limited quantity, limited edition, or as having a featured price for
a limited amount of time. There are several companies that utilize scarcity marketing.
Two fashion retailers that successfully use scarcity as a way to drive among
consumers are: Macy’s and Nordstrom.
Nordstrom implements scarcity marketing through their
Nordstrom Rewards program. Consumers that have the Nordstrom Rewards card are
offered special, final markdowns days before the sales are offered to the rest
of the public. Users are able to log onto Nordstrom’s official website and view
such exclusive sales virtually and immediately. Such a program is a creative
and successful way to reward loyal customers.Macy’s is known for their constant supply of discounts and sales. However, their DoorBusters are one of their more exclusive offers. DoorBusters are special offers available in-store for a limited time the morning of the sale. This is a great promotion to increase traffic in desired time frames of the day when it is generally not as busy.
Source: MindWhirl
- Sandy
Black Friday
Black Friday, the day after
Thanksgiving, is one of the major shopping days in the US. This is a day where
retailers mark down items significantly for shoppers and officially ring in the
upcoming holiday season. The term “Black
Friday” was coined in the 1960s to mark the kickoff to the Christmas shopping
season. “Black” refers to stores moving from the “red” to the “black,” back
when accounting records were kept by hand and red ink indicated a loss and
black a profit.
Today, it seems as though retailers compete to release
holiday deals before Black Friday, but they all still participate in providing
a scarce number of products in order to create demand. They release ads weeks
and sometime months in advance to inform consumers that a limited number of
items will be available at deeply discounted prices. Shoppers have been seen
lining up days in advance at stores like Best Buy, Target, Apple, and
Walmart. The limited-time-only nature of Black Friday triggers an innate
fear of scarcity that drives people to buy.
Source: LiveScience
- Vanessa
Seasonal Products
Making
products seasonal or having a product that has the potential to be in demand at
a certain period during a year makes scarcity part of a brand’s marketing
campaign. Releasing products on a seasonally builds anticipation and drives
customers to buy from a store. Starbucks is one company that does this every
season. They launch various drinks during a certain time so customers have
something to look forward to each season. One of the brand’s most prominent
seasonal drink is the Pumpkin Spice Latte. It is highly anticipated and customers go out of their way to buy it throughout the fall season. During the winter season, Starbucks releases the Peppermint Mocha Frappuccino and other holiday flavors as well. In order to compete, McDonald's McCafe also releases seasonal drinks that are similar to those served in Starbucks because they learned that using
scarcity as a strategy is a great way to engage with customers and increase
sales.
Sources: Google & blog.propelad.com
- Ashley