The customer is always wrong…
The following appeared in an article in the Indepenent:
German supermarket empties shelves of foreign-made goods to make a point about racism Will Worley Thursday 24 August 2017
A German supermarket has emptied its shelves in an effort to make a point about racism and diversity. The Edeka store in Hamburg removed foreign-made products from its stock, replacing them with sign bearing anti-xenophobia slogans. It is believed the move will be followed be a larger campaign from Edeka, the largest supermarket chain in Germany. Surprised shoppers entered the store to find that much of the normal selection was gone, demonstrating how reliant they are on other countries for everyday products. Instead, they were greeted with signs saying: “This shelf is pretty boring without diversity.”
Just to make it clear if the article itself is not obvious enough: This shop in Germany no longer sells capitalist ‘goods’ as we have understood them. In fact it has removed ‘goods’ from it’s shelves in order that we might more clearly see what it is actually selling; that we might more clearly see what it’s shelves are now actually stacked with.
This shop has stacked it’s shelves with, and is now selling Good, (as opposed to ‘goods’).
And since it is actually selling Good as opposed to ‘goods’ it follows that the accounting conventions that have previously applied to the sale of ‘goods’ (such as selling at a profit) no longer apply. It follows from this that the objective of this enterprise is no longer that patrons leave the premises satisfied to a greater or lesser extent with the purchases they have made, but rather that they should leave the premises suitably EDUCATED or IMPROVED.
In this particular instance achieving this objective will take the form of the customer leaving WITHOUT the ‘goods’ they entered the premises for, but WITH a clear sense of having been educated and/or improved. In fact, customers are educated and improved precisely to the extent that they leave without the ‘goods’ they envisioned purchasing. Presumably the idea is that they return home and spend the time they would have spent consuming the goods they had obtained, contemplating the benefits of DIVERSITY.
Of course the business not only forgoes the profit that would have come from this day’s trading but also undergoes the additional expense and inconvenience of restocking the shelves after having to de-stock the shelves and store all the produce somewhere while making the point they are making..
And presumably should one or more patrons choose to object to the process and subsequently decide to shop somewhere else, well the loss of revenue is apparently acceptable to this business. Because if customers don’t want to be educated and improved about the benefits of diversity and other things while shopping, then frankly we would rather do without their custom.
After contemplating the picture above for a while, a comparison with the shelves of the Cold War Eastern Bloc and assorted command economies rises to the mind. We were assured repeatedly that it was the abundant provision of consumer goods that proved the superiority of the capitalist model over the command model and resulted in the end of the Cold War.
And yet somehow here we are seeing those self same scantily stocked shelves making an appearance in the supposedly victorious west. And the fact that these shelves are empty is a matter of conscious decision, not any failure in management. What gives?
The fact is that everybody is more or less sick of consumerism, which is another word for capitalist manufactured crap. From cheap nasty food high in sugar and fat, to an endless myriad of plastic novelties manufactured by slave labour in the Far East, it has become impossible to avoid the simple observation that 99.9% of everything created by capitalism is useless crap. And that other 0.1%? That’s the stuff you can’t afford…. so what’s new?
Well, what’s new is that now even the capitalists themselves are starting to get sick of it. They just can’t find a reason to get themselves out of bed and drag themselves into work in the morning anymore. Except..maybe, if they could use capitalism as a vehicle to propagate a message.
Advertising used to be creating ideas to sell you stuff. From now on it’s going to be creating stuff to sell you ideas..
Yet more proof that free market capitalism is well and truly dead.
Oh, and pick me up a pint of diversity on your way back from town will you?