Läpimenohinnoittelu

Läpimenohinnoittelu, also known as loss leader pricing, is a marketing strategy where a retailer advertises a product at a very low price, often below cost, to attract customers into the store. The intention is that once customers are inside, they will purchase other, more profitable items in addition to the loss leader. This strategy aims to drive overall sales volume and potentially increase customer traffic and market share.

The key to successful läpimenohinnoittelu is that the low price of the advertised item is significantly attractive. Retailers often choose popular, high-demand products for this purpose, as these are more likely to draw a large number of shoppers. The hope is that the profit from the additional, full-priced items sold will more than offset the loss incurred on the loss leader.

This strategy can be effective in competitive markets where retailers need to differentiate themselves and attract attention. It can also be used to introduce new products or clear out excess inventory. However, it carries risks. If customers only buy the loss leader and not other items, the retailer will incur a direct financial loss. Additionally, it can sometimes lead to price wars if competitors retaliate with their own loss leader promotions. Careful planning and execution are essential for this pricing strategy to be profitable.