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Strong demand, artificially too few products: a welcome marketing tool for companies, but above all frustration and anger for customers.
If an entire community is eagerly waiting for a new product, the sales brand behind it has done something right.
It happens with sneakers, cars or watches, but especially in the technology sector, people currently like to resort to the phenomenon of artificial scarcity marketing, where companies reduce their offers in terms of demand – specifically: not everyone who wants to buying a new product to launch takes one too.
Apple, for example, has been showing for years how the desirability of the product can be immeasurably increased. With each new edition of the iPhone, people stand in line for hours in front of Apple Stores and even camp out in front of them.
The controller is also useless without a Playstation
Sony is also causing a huge outcry. On November 19, the Japanese electronics company announces a new generation of consoles with the Playstation 5 after seven years. To that end, Sony has repeatedly organized virtual events over the months, in which individual information about the new console was revealed to great media hype.
Additionally, many influencers advertise the product, and the group has partnered with well-known US rapper Travis Scott to keep media attention high.
Johanna Gollnhofer is a professor of marketing at the University of St. Gallen and sees a typical example of the artificial shortcomings behind the launch of the Playstation 5: “With the Playstation you can see how Sony has worked with a product drop. The drop in the product means that a product is launched in the market and the consumer does not even know when and where to buy this product. When he found out, it is often too late and the respective product is out of stock. “
Nuisance instead of anticipation
This doesn’t go well with all clients, according to Johanna Gollnhofer, it mostly leads to frustration and anger rather than increased desire. Although the console will hit the market on November 19th, very few will be able to hold the product in their hands. Sony has already increased production to ten million copies of its Playstation 5 in July, about six million more than originally planned.
However, all copies have been sold out in Europe and Switzerland since early sales began in September, only the controller is available. Distributors such as Digitec, Mediamarkt or Interdiscount maintain waiting lists. Sony has denied any delivery bottlenecks to Gamesindustry.biz. So, if you haven’t already been lucky with the pre-order, we’ll probably only play on the new console in the new year. Because the big intermediaries will first sell the amount available through the online business.
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