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How Pricing Works

Shrink Is A Cost And It Sits In Every Price

Retailers lose inventory to theft, damage, spoilage and paperwork errors, and the cost of that loss is recovered through the prices paid by everyone who does buy.

Close-up of a person scanning a wine bottle with a portable scanner in a store.
Photograph by iMin Technology via Pexels
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Every store loses a portion of its inventory between the loading dock and the register. That loss is a running cost of the business, and like any cost it has to be recovered from the prices customers pay.

Shrink is broader than shoplifting

The category covers external theft, employee theft, damage in handling, spoilage, vendor shortages and simple administrative error. Retailers group them because they all end with stock that cannot be sold.

Administrative and supplier errors account for more of it than most shoppers assume. A miscounted delivery produces the same accounting hole as a stolen item does.

Because it is measured as a gap between recorded and actual inventory, shrink is only visible after a count. That is why physical inventories matter to a store's numbers.

Recovery happens through margin, not a line item

No receipt shows a charge for loss. The cost is built into the gross margin the buyer targets when setting a price for a category.

A category with high loss carries a wider margin, which means a higher shelf price relative to what the store paid. The arithmetic is done at the category level rather than per item.

So the effect is spread and invisible, which is exactly why it survives. A visible surcharge would be argued about; a slightly wider margin is not.

High-loss categories get physical treatment instead

Where losses concentrate, stores respond with locked cases, security tags, spider wraps and moving the merchandise near the registers.

Each of those measures costs money and slows down selling, since a locked case requires an employee and creates a customer who walks away rather than waits.

Retailers therefore balance the loss against the cost of the countermeasure. Locking up an item is a signal that it sits at the wrong end of that calculation.

Perishables carry a different kind of loss

In fresh departments the loss is not theft but the clock. Produce, bakery and prepared food are ordered in quantities that guarantee some will be discarded.

Ordering less would reduce waste and also reduce sales, because a picked-over department sells poorly. The waste is the cost of looking well stocked.

Markdown schedules exist to convert some of that loss back into revenue before it becomes a total write-off, which is why the same item has several prices in a day.

What it means for comparing stores

Two retailers with different loss rates cannot charge the same margin and earn the same return. Formats with tight control, small assortments and few entrances have a structural advantage.

That advantage shows up as lower prices rather than as higher profits, because the competitive pressure passes it along.

It is one reason a warehouse format, with fewer doors and pallet-level handling, can price below a conventional store selling the same goods.

Questions readers ask

Is selling below cost legal?

It depends on the country. Some restrict below-cost selling through competition or unfair trading rules, others permit it broadly. Check your national competition authority for the local position.

Can I just buy the promoted item and leave?

Yes, and it costs the shop money to serve you. Layout is designed to make that harder, not to prevent it.

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Charu Sanghvi
Contributing writer, Deals Ka Baap

Charu writes about pricing structure and how a discount is designed before it is offered.

Also by Charu Sanghvi