Dirty Lemon's new store is incredibly stupid – (Oh wait, I'm getting it – in fact, it's awesome)

Business

This story is about a new store in New York that seems to have the most stupid business model ever imagined.

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Unless it is, perhaps, totally brilliant. More on that in a second.

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The store sells Dirty Lemon, a beverage that has become an Instagram sensation, or an Instagram account that has decided to throw a drink. Anyway, it would be very popular among the Z and Millennials generations, and it sells (so far only on the Internet) up to $ 65 for a case of six bottles.

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Now, they have opened a boutique in New York's Tribeca neighborhood, where the attention is great for the simple reason that it has no staff.

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Meaning: no clerks, no cashiers. No one to charge you for the product.

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It's like Amazon Go, if Amazon had no technology and no way to make money.

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Of course, it is not announced exactly like that. Technically, you are supposed to pack everything you want, then send a text message to the company, manually enter your credit card.

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Yes of course. Dirty Lemon uses a similar process for online orders, but at least you have to pay before you ship them.

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In person, even if people have good intentions and would never shoplifter under normal circumstances, they are considering a multi-step payment process that takes at least a few minutes.

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We are an incredibly impatient society. It just seems like a recipe for basically giving the product away.

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Wait a minute.

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I could not help but notice how much press this otherwise totally insignificant shop had. There are probably hundreds of similar new stores in New York each week that open without even a groan.

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Heck, I would have never heard of that- except that The New York Times, CNBC and many others have written about his bizarre business model.

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What makes me think: does Dirty Lemon not care at all about whether you pay for his product in the store?

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At a price of $ 10.83, which is about 68 cents an ounce for a product whose main ingredients are filtered waters and fruit juices. You have to make a crazy margin, so there is very little loss on every bottle stolen.

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"When asked how much money Dirty Lemon was willing to lose," the Times reported, his CEO, Zak Normandin, "objected, noting that the company would reduce losses as sampling costs ".

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In addition, Dirty Lemon has chosen a location for his new store that is within walking distance of some of the country's most powerful digital media brands.

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Coincidence? Hmmm. Could it be that this beverage company that grew to nearly 100% on the basis of social media marketing has opened a shop designed not to earn money, but simply to create an even greater media buzz important?

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So, I contacted Dirty Lemon this weekend to ask them this question even more directly - with how many bottles they had "sold" and how many were actually paid for.

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At the time of writing, I did not get an answer. But I will go out a member for the moment and call him.

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This may seem very reliable, maybe a little silly, but from a marketing point of view, quite awesome. Whether you leave without paying or not.

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