ロスリーダー

ロスリーダー: loss leader)とはマーケティング用語の一つで、小売店において集客を目的として、採算を度外視して極めて価格が安く設定された商品を指す。

ロスリーダーとされた商品の売上のみでは赤字になろうとも、来客は他の商品も伴わせて買うことでロスリーダーでの赤字を補填するという戦略がとられている。一般にロスリーダーとされる商品は、価格弾力性が高く単価が安くて大量販売をしやすい物である。

日本の小売店では品質管理が難しい生鮮食品の赤字と引き換えに利幅の大きい衣料品で利益を出すという戦略が取られてきた。

欠点としては補完的な商品が必要なことである。

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