Future Economics: Interest Clubs

Alexander Dolgin, director of the Imkhonet recommendation service, in his book Manifesto of the New Economy. The second invisible hand of the market ”, on the one hand, pours balm on the tender soul of the seller with praises to the consumer society. On the other hand, with his own hands, he destroys the cornerstone of modern trade: "in the morning - money, in the evening - chairs." If his predictions come true, he will have to radically change the trading system itself.

Dolgin says that when planning assortment and sales, traditional economics does not take into account “the motives of people, desires, moods, cognitive resources (memory, attention, speed of mental reactions ...), cultural codes and values, artistic tastes, and so on from the field of psyche and social psychology. ". And it is necessary. Because in a post-information society, the value will not be so much product quality, but subjective assessments made by users.

The trading system, in Dolgin's understanding, is based on collaborative filtering. To describe it as simply as possible: you give your marks to anything you want - shoes, bread, spectacles, someone's statements. On the basis of these estimates, like-minded people are selected for you. Then, information exchange is established within these communities. And then, based on the judgments of some people for others, a forecast of their perception of those objects that they have not tried is calculated. The second basis of the system is gratuity payment. That is, first a person tries your product, for example, wears shoes, and then he pays for it - and as much as he considers necessary. Unstuck - paid less. I carried it in rain, water, frost and slush - and was satisfied. And paid more extra than you expected. So far it sounds like a utopia, but it was still quite recently said that shoes will never be sold via the Internet.

In any case, this tendency towards subjective information for each user fits very well in the trend of creating more and more niche stores, in the growing demand for customer-oriented companies, and in personalizing brand communication with customers.

By and large, this is word of mouth in the technological version. The more recommendations your product gets, the more sales you will have. This is not unusual. You just need to become even more attentive to who is using your product.

Some features of the new economy

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- the cost of processing product information is growing faster than the cost of its manufacture. Making becomes cheaper than selling

- the share of intangible goods is growing in the structure of consumption

- things go out of use long before their actual wear and tear. they are written off due to their social irrelevance

- the opacity, ambiguity of the quality of goods, which arises due to their myriad of quantity and complexity

- The new economy is the economy of the hobby clubs

Publishing house "AST", 2010