インターネットの「コストコ理論」
1950年代にサンディエゴでソル・プライスが築いたディスカウントチェーン「フェドマート」では、WD-40の缶は大サイズのみを扱い、小さい缶を求める客は買えない——これをプライスは「インテリジェントな販売損失」と呼んだ。本稿では、この小売哲学をインターネットのビジネスモデルに応用し、選択肢を絞ることで顧客体験と収益性を高める「コストコ理論」を提唱する。
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