The raw power of want vs. need
Want to be convinced of the raw power of want versus need? Try to buy a Playstation 3. Go ahead, I dare you.
The latest game system from Sony is supposed to be selling anywhere from $400 to $500, but good luck trying to find one.
Sony, which said it hoped to have a million of these bad boys on their way to retailers by Christmas, only released 400,000 during the system's debut. Wittingly or not, that set off PS3 pandemonium, including freaked-out shoppers sleeping in the layaway department of one Wal-Mart store in hopes of grabbing one of two units initially allotted to that store.
Other Playstation fanatics waited in line upwards of 40 hours for the prospect of getting their hands on one. The media, of course, also reported a rash of hard-luck tales involving kids whose patience earned them the right to own a PS3, only to have it taken, in some cases at gunpoint, by thugs.
We've all said that certain things are "to die for," but one poor guy in New England almost did when he was shot as part of a mugging the day the PS3 went on sale in Connecticut. Then there are the gougers who somehow scored multiple systems and created incredible bidding wars on eBay. I heard that some folks bid well over $4,000 for a PS3.
What's my point? I guess it's more of a question that hopefully leads to a point: What does Sony know that we don't?
I mean, even in your wildest dreams, can you envision normally mentally sound consumers sleeping in the street in order to buy the first XYZ sofa?
How about this scenario: You and your significant other are happily transporting your brand new Comfapedic mattress home from the store. You're waiting for the light to turn green when you hear a tapping, and roll down the window only to find yourself facing the nozzle of a nasty can of pepper spray and the menacing stare of a guy determined to sleep on your Comfapedic.
I know I'm stretching the boundaries of reality here, but so is Sony. They took a want and turned it into a very real, very demanding need. The item is not the issue. Creating a desire so compelling that it can't be denied, is.
I'm convinced the formula to make that happen in our world is out there.
We just haven't figured it out … yet.
donna@homemart-furniture.com commented:
You often wonder how much of the hype was created by the public relations firm of Sony, how many free stations were sent to the electronics magazines to write and review the new Sony PS3. What created the desire, the buzz or the millions of advertising dollars, the years of branding the name Sony?
Thinking the segmented furniture industry will ever create the same buzz is in my opinion naïve, the structure of our business model doesn’t limit us to a single item with limited production creating the demand. If we truly look at the product most buzz is developed from home shows were they would rather pick up product used or at a curb and refurbish it.
In order to create demand why don’t we inform the consumer a child’s bedroom set will last longer than a trip to Disney World, rather than eating out buy a dinette set and within a couple of times eating out you will pay for it, rather than going away for a long weekend buy yourself a new set of bedding. Choose a cruise or a house full of furniture, going away to enjoy your life rather than designing where you live for inner happiness.
Until the industry decides we have a product that provides, comfort, security, personal statement and pride of ownership we will continue to have consumers shop by prices, finance deal and what other free offer we throw there way. The consumer isn’t excited about the value or furniture, the importance of creating a beautiful home, a secure safe environment for children, and a kitchen table to share years of memories around. We as an industry spend our life shopping the markets for the best deal, would most retailers don’t care if the company featuring the import had a stronger brand name they care it was fifty dollars higher, and than we are surprised our consumers feel the same way. There is no benefit to create something new and exciting in this industry to spend the thousands of dollars in research and development only to be knocked off at a lower price within months of introduction. The furniture industry will have to change in order to create the buzz we need, the product that will be sold out on every shelf and customers waiting for a new shipment. In order to create demand we need to create a revolutionary new product, something that will truly change the quality of the consumer’s home.
