Stack ‘em high and watch ‘em fly. I remember hearing this term when I entered retailing in the 1970’s. I still hear retailers quote this mantra of retailing.

But, is this the way forward in the new decade? Would an absence of product increase sales? I’m often quoted for saying “You can’t sell air”, in other words empty shelves don’t make money. But, even that theory is up to be challenged. Perhaps a lack of products can increase sales.

Over the last few weeks I have come across a number of examples that “Deliberate Scarcity” should be a theory that retails should consider.

1. The rarer the product the more value its worth

We are all aware of the fact that as some products get rarer their value increases. Furniture, cars, paintings, postage stamps and coins can all increase in value as they become rare. For some product ranges “deliberate scarcity” is a normal retail activity.

2. Deliberate Scarcity Signage

We often miss the opportunity to promote deliberate scarcity in the signage we use with consumers. I came across two examples of missed opportunities recently. One was at our local farmers market. The objective of the market is to promote and sell locally grown product. Asparagus in our climate has a short season and should be eaten at the latest, the day after picking to get the best flavour. It is a prized and scarce product. The local grower complained in his first week at the market that sales were not as he expected. All his signed said were “Asparagus” and the price. In this situation “Deliberate Scarcity” signage would have added value, for example “Asparagus, only in season for four weeks, best flavour if eaten in the next two days”, and then the price.

Another example I came across was a company selling garden furniture, he got to the last piece and the supplier was deleting it from the range. What a great opportunity to provide a sign saying “One and Only Piece of Furniture, Great Value and Unique”.

3. Create an Empty Space on the Shelf

Debra Templar, the Melbourne based consultant, brought this research to my attention. Click here to read it …..

4. Time Can Create Scarcity

Kogi, the Los Angeles based Korean sausage and hotdog retailer creates deliberate scarcity using time. This business relies on providing fast food from roadside vehicles. It Twitters customers in the area it is going to, tells them the location and time at the location. It creates a consumer frenzy. Friends Twitter friends and advocates sell the urgency to new advocates.

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