Discounters - what is it? Discounter - shop. Discounter network

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

For the majority of Russians, the question remains unsolved: discounters - what are they? These stores are a kind of hypermarkets, but have a number of significant differences from them. Their appearance is an indisputable merit of marketers, economists, as well as managers. In developed countries, the concept of "discounter" has long been known, since this direction of trade appeared in the mid-60s. These stores entered the Russian market relatively recently, in the early 2000s.

In the West, it is generally accepted that these are shops of low prices, and their demand arises only in times of crisis, when a large number of people lose a stable income. But, as practice shows, even in the absence of crisis unrest in the economy, the discounter is in demand among people who prefer to save money.

Discounter chains

Not every store that is called a "discounter" can actually be called one. The main difference is that this kind of stores are a network of discounters. This opens up the possibility for the store to exchange consignments of goods betweenby various network branches, the distribution is based on the study of consumer demand. The first classic representative of this type of stores is the German company Aldi, whose network of stores is represented in many countries of Europe and America. In Australia, they also know about these stores. Currently, discounter chains occupy a significant market share in Germany - more than 45%. The profitability of these stores is much higher than conventional hypermarkets and supermarkets. In the market of not only the West, but also America, marketers have a new concept - "cunning buyer". This means that the buyer will purchase some categories of goods in expensive branded stores, and some are purchased by him in discounters. It was this phenomenon that was the main prerequisite for the distribution of this network in a large number of countries.

It should also be noted that the assortment in the discounter is very limited and often consists of the most necessary products, that is, it includes no more than a hundred types of goods. Discounters - what is it if not an opportunity to save big on basic commodities?

Principles for reducing prices for goods in discount stores

• Low margin of no more than 12%, only 2% of which goes to the store as profits.
• No plastic card payment system.
• Number of employees: often the store administrator, along with the loaders, unloads trucks with goods or sits at the checkout.
• No advertising as such,which occupies a significant share in the costs of any enterprise. The only thing that discounters produce to promote their products is advertising catalogs containing a complete list of store products.

Distinctive features of stores

Older discounters were more like low maintenance warehouses. In the 21st century, these stores are enhanced by a high level of customer service automation.

Despite lowering costs due to savings on maintenance, the quality of products is at the level of conventional stores. If they skimped on it, it would lead to the loss of customers and the complete ruin of the business.

A distinctive feature of discounters is a relatively small area for trade, often these stores carry products manufactured under their own brand.

Benefit combined with convenience

A large share of the discounter market is still occupied by food products. But there are also networks of home appliances. Discounters - what is it, if not the opportunity to purchase goods at prices close to wholesale prices! In the Russian home appliances market, such retail chains have settled quite steadily and are competing with stores familiar to consumers. Most often, an electronics discounter is an online store. The essence of its work is quite simple: a person chooses a product from an online catalog, orders it, and within a certain time it is delivered to the buyer's home.

Reasons for lowprice

- Rent of retail space is not required - it is enough to rent a small warehouse to place goods.

- Lack of attendants - sellers, cashiers. Enough employees to deliver equipment to customers.

Electronics discounters

The largest electronics discounter currently on the Russian market is TechnoPoint. The company is firmly entrenched in the retail of household appliances using completely new methods of product distribution. Work on the issuance and receipt of goods is carried out in specially rented points, which are equipped with computer terminals. Flexible conditions for the purchase of products for regular customers are provided.

Discounters of household appliances

Home Appliances Discounter is a chain of stores selling refurbished appliances or those that have been on display in regular stores for a long time. They also provide a warranty period for this type of product, so the consumer can count on a high level of service. Many electronics discounters work today with manufacturers from China - the prices for goods in this case are quite low. In recent years, China has been producing fairly high-quality equipment, trying to keep up with the technological production of the West.

Pricing

The development of these stores has led to the creation of chains in different directions, includingselling shoes. A classic discounter that sells shoes is a store with a sales area of 300 to 600 sq. m, and the range - no more than 4 thousand items. There are two distinct branches in this industry. The first is a chain of shoe discounters that sell low-priced products from one or more manufacturers. The second is stores that sell goods of a certain company, which are left over from unsold collections. Both types of discounters provide their customers with products at a low price.

So, discounters - what it is, is known to most consumers today. They are engaged in the sale of inexpensive products and expect to make a profit through a quick turnover. Stores that choose to work in the second direction profit from the liquidity of the collection made by branded manufacturers.

Shoe discounters

TsentrObuv and Mattino are considered the largest discounters in the footwear industry in Russia. Undoubtedly, low prices for products, as well as a special display of shoes that give the impression of a large assortment of products, provide a constant number of buyers on the trading floors of discounters. The main clients are people with low monthly incomes who need to meet a strictly defined amount of money. Shoe discounter - a store that presents an assortment of both Western and Russian manufacturers. Some stores supply shoes from China, others produce goods under their ownbrand - for example, "TsentrObuv".

Cost reduction in a shoe discounter is also carried out due to a small number of staff recruited. The shoe chain assumes a high degree of customer self-service. The entire assortment of the store is often displayed on the trading floor, so the buyer can independently choose the color and size of the purchased shoes.

Sports discounter is also quite common in most cities, as many athletes want to be able to purchase quality goods at reduced prices. Modern discounters - what is this, if not a great opportunity to save quite an impressive amount when buying the necessary goods! Such networks are developing very rapidly, expanding the base of their own stores in all regions of the country.

Most often, discount store chains are located in crowded places, where the flow of customers will consist of both target buyers who came for a certain product, and random passers-by who just came to look, but most likely will not leave without purchases. Incidentally, this is how most occasional shoppers become repeat customers.