Scarcity example - Naked Wines

[robiulhasan]

Scarcity feeds into the idea that consumers place a higher value on items that appear to be scarce, or difficult to acquire. This creates a sense of urgency where people believe they need to act quickly to get that product or service.

Sectors that do this well are airlines, and accommodation sites like Booking.com. By using messaging like "only three left at this price" they are telling consumers that these are scarce, prompting them to take action.

Naked Wines find independent vineyards and buy thei cell phone plans in the us r wine directly from them. This makes them stand out as you’ll never get any of these wines in a supermarket - tapping into the scarcity principle.

The website has a forum where customers can ask questions about things like soil, the growing process, and get regular updates. The brand’s communication channels also feature pictures of the vineyards and winemakers so customers feel part of the process and buy into the ethos.

Naked Wines
People can be seen interacting on the forums saying, "I don't think the yield is gonna be good this year” and others responding with "Well, I've already ordered mine and I'm gonna stick by it because I feel part of it."