Story: Size makes for competence? | Tobias Column
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Competence through size - or: How to make yourself bigger than you are

The illusion of the digital giant
In the dazzling world of online wine stores, one maxim seems to be particularly popular: The bigger you are, the more competent you appear. And if you're not really big - well, then a little creative presentation helps. Or let's call it by its name: a well-oiled machine of exaggeration, embellished numerical acrobatics and illustrious marketing tricks. Welcome to the world of virtual XXL wine merchants, who reside somewhere between a broom closet and a warehouse - and could easily compete with a medium-sized industrial group in terms of their self-presentation.

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Stock according to the wishful thinking principle
Let's start with the classic: the legendary stock. A quick look in the store reveals - wait a minute - 1,284 bottles of this Barolo available? Interesting, especially when you consider that the winery itself only produces just under 1,200 bottles per year. Of course, this is not a deception, but merely... creative future forecasting? These bottles are probably still stored in the wine universe of the imagination. Or in a box under the desk.

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The great fairy tale of quick sales
No less amusing are the legendary 'sales figures': 1,000 bottles still in stock on Monday, 500 sold by Tuesday! A miracle! Or perhaps just an algorithm with a penchant for dramatization? Who knows for sure. One thing is for sure: this drama puts a lot of pressure on the customer. Buy quickly before everything is gone - even though there may never have been as much as claimed.

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Marketing with a twinkle in the eye (or cards stacked against it?)
Of course it's not called deception. No, no - it's 'innocent deception', an affectionate exaggeration that doesn't fall under the law against artificial scarcity, but does fall under the category of 'marketing with pimple cream charm': lots of effect, little substance. Because in truth, the whole thing is as transparent as a poorly clarified natural wine. Anyone who takes a look behind the scenes quickly realizes that this is not about conveying competence, but about covering up insecurity. A digital megalomania that is somewhere between boastfulness and helpless bravado - like a pubescent teenager with a hoodie that is too big.

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Conclusion: Big sounding, small thinking
What is sold as a sign of professionalism is in reality often a sign of poverty. An artificially inflated façade that dazzles rather than inspires. Instead of genuine expertise and passion, there is number juggling and a desperate pose of “Look how big we are!”. Less volume and more substance would be the really grown-up way - also (and especially) in the online wine trade. Because those who love wine don't want a show - they want authenticity in the glass and in the presentation. - Tobias Gerhard Strunz [TS04/25]