Enquanto lia ia fazendo os meus sublinhados e ia fazendo o paralelismo para a imprensa, para o calçado, para tantos sectores económicos.
Depois, ao final do dia, num momento de balanço, recordei:
- o pedido de alguém que encomendava sapatos na China, e que agora pretende encomendá-los em Portugal, para vender na sua página. Quando olhei para os preços de venda ao público... pensei, não será possível produzir isto cá e vender a estes preços;
- o desabafo de um empresário desiludido com as margens que consegue ter no seu negócio.
Alguns trechos do tal capítulo 2:
"Media are no longer scarceO capítulo 3 é sobre o Armagedão, ou sobre como as notícias da morte do retalho físico são um exagero.
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Information is no longer scarce
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“A wealth of information creates a poverty of attention.”
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Access Is No Longer Scarce
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Choice Is No Longer Scarce
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Today, in many circumstances, choice is no longer constrained by how many aisles the various stores within a reasonable drive time contain. The aisles are virtually endless, and the long tail of selection is often taken for granted. Choice is now so abundant that even the most idiosyncratic of tastes can be satisfied.[Moi ici: Mongo]
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Convenience Is No Longer Scarce
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Products that used to take weeks to get delivered can often be delivered the same day and sometimes, with the advent of Prime Now from Amazon, within an hour or so.
Products that had few, if any, viable options (or were prohibitively expensive) are now routinely delivered by retailers or delivery services
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Connection Is No Longer Scarce
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The boundaries that limited connection between individuals and brands have come down, and much of the friction, be it in cost, time, physical distance, or complexity, is now gone.
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Cheap Is No Longer Scarce
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Everything, Now
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Decreasing costs of computing power and the associated network effects have created a bountiful buffet of choice, much of it on demand, whenever we want it.
Before the internet, the shopping world consisted of a limited selection of outlets carrying a limited assortment of products that might work well for us, purchased at a hoped-for decent price, during regular store hours, delivered mostly on the retailer’s terms.
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Today, the expectation is that everything can be had now. No compromise. No excuses.
As retailers seek to gain customers’ attention, engage in meaningful ways, and earn their trust, this is no small task. This new abundance forces us to rethink much of what made our organizations successful in the past. The scarcity that used to determine so many retail and consumer market decisions is now effectively over. Forever.
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Good Enough No Longer Is
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the diminishment of key elements of scarcity has changed just about everything that was once important in most businesses.
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Not too long ago, plenty of brands could get away with good enough. Their focus was on scale, serving the peak of the bell curve, providing average products for average people. Yet when customers have vast information at their fingertips, access to just about anything they want, whenever they want, from wherever they want, why should they settle for average, merely acceptable, unremarkable, mediocre, or boring?
Not only shouldn’t they. They’re not.
Our mission—should we choose to accept it—is to build new sources of scarcity that can be proprietary to our brand. These days building scarcity around information, access, choice, and connection is hard, if not impossible.
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Instead, this new scarcity must be built around commanding attention in new, interesting, and memorable ways, creating incomparable experiences, and earning customers’ trust by knowing them better than the competition and delivering on a promise over and over again. Mostly, we need to create a brand story that moves them, that customers become enrolled in, and that they feel compelled to share, to spread, to (quite literally) remark upon."
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