Discounters - what is this? Discounter - shop. Discount network

For most Russians, the question remains unsolved: discounters - what is it? These stores are a variety of hypermarkets, but they have a number of significant differences from them. The emergence of them - 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-sixties. On the Russian market, these stores came relatively recently, in the early 2000s.

In the West, it is commonly believed that these are low-price stores, and their demand is only in crisis periods when a large number of people lose stable earnings. 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.

Discount networks

Not every store that carries the name "discount house", in fact, it is possible to call it. The main difference is that such stores are a network of discounters. This opens for the store the opportunity to exchange lots of goods between different network branches, the distribution is built on the study of consumer demand. The first classic representative of this type of store is the German company Aldi, whose chain of stores is represented in many countries of Europe and America. In Australia, too, they are aware of these stores. At the present time in Germany, discounter chains occupy a significant part of the market - 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 some categories of goods the buyer will buy in expensive brand stores, and some are bought by them in discount stores. It was this phenomenon that was the main prerequisite for the spread 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 kinds of goods. Discounters - what is this, if not an opportunity to save on basic consumer goods?

Principles of reducing prices for goods in discount stores

• A low mark-up level of no more than 12%, only 2% of which goes to the store as profit.
• There is no payment system with plastic cards.
• Number of employees: often the store administrator, along with the loader, unloads cars with the goods or sits at the cash register.
• Lack of advertising as such, which occupies a considerable share in the costs of any enterprise. The only thing that discounters produce for promotion of their goods are advertising catalogs containing a complete list of goods of the store.

Distinctive features of shops

The former discounters were more like low-maintenance warehouses. In the 21st century, these stores have been upgraded with a high level of customer service automation.

Despite the reduction in costs due to savings in maintenance, the quality of products is at the level of ordinary stores. If they were to save on it, it would lead to loss of customers and a complete ruin of business.

A distinctive feature of discounters is a relatively small area for trade, often in these stores are products produced under its own brand.

Benefit combined with convenience

A large share of the discounter market is occupied by food products. But there are also networks of home appliances. Discounters - what is this, if not the possibility of purchasing goods at prices close to wholesale rates! On the Russian market of household appliances, such trade networks have settled quite steadily and create competition for shoppers familiar to consumers. Most often an electronic discounter is an online store. The essence of his work is simple: a person chooses from the online catalog the goods, orders, and within a certain time it is delivered to the buyer at home.

Reasons for low prices

- Rent of a commercial space is not required - it is enough to rent a small warehouse for placing goods.

- Lack of maintenance personnel - sellers, cashiers. Enough staff to deliver equipment to customers.

Discounter electronics

The largest discounter of electronics at the present time in the Russian market is TechnoPoint. The company is firmly entrenched in the retail sale of home appliances with the use of absolutely new methods of selling products. Work on the issuance and receipt of goods is carried out at specially leased points, which are equipped with computer terminals. Provides flexible conditions for purchasing products for regular customers.

Discounter household appliances

A household appliances discounter is a network of stores that sell refurbished equipment or one that has been exhibited for a long time in the windows of ordinary stores. For this type of products they also provide a warranty period, so the consumer can expect a high level of service. Many electronics discounters are working with manufacturers from China today - the prices for goods in this case are quite low. In China, in recent years, they have been producing quite high-quality equipment, trying not to lag behind the technological production of the West.

Price formation

The development of these stores led to the creation of networks in different directions, including the sale of shoes. A classic discounter selling shoes is a store with a sales area from 300 to 600 square meters. M, and the assortment - no more than 4 thousand items. In this industry there are two different directions. The first is a network of shoe discounters engaged in selling products with a low price from one or more manufacturers. The second is shops selling goods of a certain firm that have 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 the majority of consumers today. They are engaged in the implementation of low-cost products and expect to profit from rapid turnover. Stores that prefer to work in the second direction, profit from the liquidity of the collection, manufactured by brand manufacturers.

Shoes discounters

The largest discounters in the shoe industry on the territory of Russia are "CenterObuv", "Mattino". Provide a constant number of buyers on discounters' trading floors, of course, low prices for products, as well as a special layout of shoes, creating the impression of a wide range of products. The main clients are people with low monthly incomes, who need to keep within a strictly defined amount of money. The footwear discounter is a store that represents the assortment of both Western manufacturers and Russian ones. Some stores are engaged in the supply of shoes from China, others produce goods under their own brand - for example, "TsentrObuv".

Reduction of costs in the footwear discounter is also carried out due to a small number of recruited maintenance personnel. The shoe chain assumes a high degree of customer self-service. The entire assortment of the store is often exposed on the trading floor, so the buyer can independently choose the color and size of the shoes to be purchased.

Sports discounter is also quite often found in most cities, because many athletes want to be able to purchase high-quality goods at reduced prices. Modern discounter - what is it, as not an excellent opportunity to save a fairly 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 targeted buyers who have come for a certain product, as well as from random passers-by who just went to see, but most likely will not leave without a purchase. By the way, this is how most random buyers become permanent.