4.5.12

Scarcity to increase a product’s appeal


There’s nothing like a little planned scarcity to increase a product’s appeal, and we’ve seen several strategic uses of it over the years. Now joining that list is The Doughnut Vault, a Chicago venue that closes up shop each day as soon as its doughnuts sell out.

Situated in the Windy City’s River North neighborhood, The Doughnut Vault opens at 8:30 am each day from Tuesday through Friday and 9:30 am on Saturday mornings. Patrons are given good incentive to get there promptly, however, because the store closes its doors for the day as soon as the last doughnut is sold — often within an hour, PSFK reports. Some 600 pastries are reportedly sold by The Doughnut Vault each day.

Doughnuts are easy to find in your average North American city — what better way to set yourself apart than by making sure yours aren’t? A get-it-while-its-hot model to emulate in the category of your choice?

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