Loss Leaders and the Old Bait and Switch
Go Daddy is in the news right now due to their consideration of global expansion. One of the ways they have become so successful is that they utilized a marketing technique where they offered a “loss leader”. For those who have not taken a business course, this term may not be familiar. The Business Dictionary defines a loss leader as a, “Good or service advertised and sold at below cost price. Its purpose is to bring in (lead) customers in the retail store (usually a supermarket) on the assumption that, once inside the store, the customers will be stimulated to buy full priced items as well.”
In Go Daddy’s case, they charged customers only around $10 to register domains while their competition charged closer to $35. The Arizona Republic reported, “Then, they were able to capitalize on that by figuring out that domain names are a loss leader or a low margin item, and the way you really make money in the business is not with the domain names, but it’s with everything else that people buy with them.”
How does a loss leader differ from what people refer to as the “old bait and switch”? First of all, the old bait and switch is considered fraud. “Customers are “baited” by advertising for a product or service at a low price; then customers discover that the advertised good is not available and are “switched” to a costlier product.” This is considered false advertising.
The use of loss leaders is a smart marketing move because it gives customers what they want at a lower price and allows companies to make more money on any additional items purchased. The old bait and switch is illegal and causes a loss of business in the end through word of mouth about shady practices.