Loss Leaders

Musings from Dennis #20: In my early days in licensing, mingling with our licensees when they setup our event pop up shops helped me learn so much about sales tactics. I was once astounded how our apparel licensee could sell their Donald Duck tees for just $4 when the usual retail price was $29.90. It’s a loss leader Dennis, she said. We only have 200 of these and this is like putting out “honey to attract the ants”. How true - that bargain bin was located right next to other regularly priced merchandise and the way the shoppers (mostly moms) attacked the bin! And as you know crowd attracts crowd. I stood there with her and marveled as we watched the shopping frenzy unfold right before us.