LOSS LEADER STRATEGY

A business strategy by which companies offer a product or service below cost price in order to offer another product or service at a bigger profit or grab new customers. This practice involves introducing a new good or service in the market, then building a consumer base, and securing revenue in the future.

For instance, a supermarket aims to bring customers in their establishment, assuming that once they are in the store, consumers will be enticed to purchase fully priced items too.