The latest unfortunate event caused by the sneaker raffle chaos was the fatal shooting of a shoepalace employee. Many people have been complaining about this system because of its many flaws, but their laments have fallen on deaf ears. I don’t want to be redundant in my post, so if you want to read about the weakness of the raffle program adopted by retailers and brands, check the posts below
Today I’m here to only provide what I think might be a solution to the problem. To work, this quick fix will involve brands and retailers collected effort. Most companies have some form of loyalty program for their consumers. If one was to interview major brands or retailers executives, they would all say that they primarily exist to serve their customers. If that’s the premise by which they go by, then they ought to do everything within their power to suit the needs of their beloved clientele. I’m pretty confident that a subscription system would definitely ensure that loyal customers get treated fairly. Let me explain how the system would work. Brands and their distribution channels ( retailers, boutiques ) could all start a subscription on their online platforms ( paid or unpaid that’s up to them) that will ensure that only subscribers get access to selected or all their sneaker releases. Here are the steps that will be involved to make sure the system works to perfection.
Scam free subscription
This is probably the most critical aspect of this system. Subscribers would be prompted to enter a government approved identification in order to avoid fraudulent entries. This takes me to step number 2 – how will the subscription be of any value?
How valuable is the subscription?
All the subscribers will be entered into a global database that will be used in determining how many numbers of a certain sneaker ought to be made. This is how it’s going to work. After brands decide to put a shoe on the market, they would feed the information to their distribution channels who will in turn submit the information to their subscribers via newsletters. The subscribers will be given the opportunity to either accept or reject the shoe. The amount of favorable responses will be an important factor. It will decide how many sneakers each distribution channel receives, and will also serve in determining how many pairs would be produced in total. Only those subscribers who opted to accept the product will be allowed to buy it. This will solve many more problems. Brands like Nike have been talking about edit to amplify, which essentially means- give the customers what they want. So instead of spitting out so much junk that collect dust on retailers shelves, brands will only produce sneakers based on the actual demand, not in excess and not in deficit. That way it’s a win win situation for customers, brands and retailers as well. Since they want to connect with their consumers, they ought to get them involved in the decision making process.
There are many more problems this system will solve ( especially for retailers ) but I don’t think I’m going to enumerate all of them on this post. I wanted focus solely on erasing all the chaos the sneaker raffle system has caused.
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