For most Russians, the question remains unresolved: discounters - what is it? These stores are a kind of hypermarket, but have a number of significant differences from them. Their appearance is an undeniable 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, at the beginning of the 2000s.
In the West, it is generally accepted that these are low-price shops, and their demand only arises in times of crisis, when a large number of people lose 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 Networks
Not every store called “discounter” can actually be called one. The main difference is that such stores are a network of discounters. This opens up the possibility for the store to exchange batches of goods between different network branches, the distribution is based on the study of consumer demand. The first classic representative of this type of store is Aldi, a company from Germany, whose chain of stores is represented in many countries of Europe and America. Australia also knows about these stores. At present, in Germany, discounter chains occupy a significant part of the market - more than 45%. The profitability of these stores is much higher than ordinary hypermarkets and supermarkets. In the market not only in the West, but also in 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 will be purchased at 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 range 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 this if not the opportunity to save well on basic consumer goods?
Principles of reducing prices for goods in discounters
- Low margin, not more than 12%, only 2% of which goes to the store as a profit.
- There is no plastic card payment system.
- Number of employees: often the store administrator, along with the loaders, unloads cars with goods or sits at the cash register.
- The lack of advertising as such, which occupies a considerable share in the expenses of any enterprise. The only discounters to promote their products are advertising catalogs containing a complete list of store products.
Distinctive features of shops
Former discounters were more like low-maintenance storage facilities. In the 21st century, such stores were enhanced by a high level of customer service automation .
Despite the reduction in costs due to savings in maintenance, product quality is at the level of ordinary stores. If they saved on it, this 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 in these stores are products manufactured under its own brand.
Benefits combined with convenience
Nevertheless, a large share of the discounter market is occupied by food products. But there are also household appliance networks. Discounters - what is it, if not the opportunity to purchase goods at prices close to wholesale prices! In the Russian market of household appliances, such retail chains have established themselves quite steadily and create competition for stores familiar to consumers. Most often, the electronics discounter is an online store. The essence of his work is quite simple: a person selects goods from an online catalog, orders, and within a certain time they deliver it to the buyer at home.
Reasons for Low Prices
- Rental of commercial premises is not required - just rent a small warehouse to place goods.
- Lack of attendants - sellers, cashiers. Enough staff 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 sale of household appliances using completely new methods for selling products. Work on the issuance and reception of goods is carried out in specially rented points that are equipped with computer terminals. Flexible terms for purchasing products are provided for regular customers.
Home appliance discounters
A home appliance discounter is a chain of stores selling repaired appliances or one that has long been on display at ordinary stores. 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 of goods in this case are quite low. In recent years, China has produced fairly high-quality equipment, trying to keep up with the technological production of the West.
Price formation
The development of these stores has led to the creation of chains in different directions, including the sale of shoes. The classic discounter selling shoes is a store with a sales area of 300 to 600 square meters. m, and the assortment is not more than 4 thousand items. There are two different directions in this industry. The first is a network of shoe discounters that sell low-priced products from one or more manufacturers. The second is stores selling goods of a certain company, which remained 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 low-cost products and expect to make a profit through quick turnover. Stores that prefer to work in the second direction, profit from the liquidity of the collection made by branded manufacturers.
Shoe discounters
The largest discounters in the footwear industry in Russia are considered to be "TsentrObuv", "Mattino". They provide a constant number of customers on discounter trading platforms, of course, low prices for products, as well as a special display of shoes, giving the impression of a large assortment of products. The main customers 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 manufacturers and Russian. Some stores supply shoes from China, others produce goods under their own brand - for example, TsentrObuv.
Cost reduction in the shoe discounter is also carried out due to the small number of recruited staff. The shoe network involves a high degree of customer self-service. The entire assortment of the store is often exhibited on the trading floor, so the buyer can independently choose the color and size of the purchased shoes.
Sports discounter is also quite often found in most cities, because many athletes want to be able to purchase quality goods at discount prices. Modern discounters - what is it, if not a great opportunity to save quite an impressive amount when buying the necessary goods! Such networks are developing extremely 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 customers who came for a particular product and random passers-by who just came in to see, but most likely they won’t leave without a purchase. By the way, this is how most casual customers become regulars.