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O tema desenvolvido na parte I, relativamente ao valor na relação B2C insere-se no tema deste postal "No Dearth of Pricing Experiments". Nele, Rags segue uma linha muito semelhante à por nós seguida há uns meses em "Consequências da radioclubização ou os muggles à solta":
"Their assumption, which seem to be taken almost axiomatically is,
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“Customers want to know the costs of products they buy”.
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So they show their detailed costs breakdown, their overheads and margins. Have we seen this before? Yes, in the extreme form of cost based pricing I illustrated a few years ago,
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The simplest counter argument that negates their premise is that customers do not buy product to offset our costs. They have a need to fill or a job to be done. They hire the right product that will get the job done under constraints. Our costs are just that, our costs. Not a concern for our customers.
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Pricing is about getting your fair share of value you create for your customers. As a online retailer Everlane seems unclear what unique value it creates for its customers. So it is hoping customers will gladly pay to offset its costs and cover its margin.
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Wrong and futile!"
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