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1. General information about discounters

2. How discounters work

Discounter — This a store with a narrow assortment and a minimum set of services for customers, with fairly low prices. The management of such a store is aimed at reducing costs due to the minimalist design of the trading floor, simplified display of goods, reducing the number of employees, limiting the assortment that should be sold by sufficiently large political parties due to low prices.

Discounter - This"Shops of low prices» - a network of retail stores with a narrow assortment, but low prices (compared to stores of other formats in the region).

General information about discounters

The main audience of discounters are buyers with average and below average incomes. In classic discounters, prices are on average 15-20% lower than in supermarkets.

There are two main types of discounters: hard and soft. hard - less than 1 thousand items, most of of which does not require cooling, soft - up to 4 thousand. The area of ​​\u200b\u200bthe trading floor is up to 800 square meters. m (soft - up to 1.5 thousand sq. m). According to market participants, in 2006 discounters accounted for about 7% of Ukrainian market grocery retail, estimated at $ 12-14 billion. Dnepropetrovsk ATB-Market, Lvov Intermarket (Barvinok chain), Retail Group (Prosto Market) and Lutsk Agrocontract operate in the soft discounter format in Ukraine .

In the case of a sufficiently large network of such stores, constant movement is practiced. political parties product from one store to another, where there is more at a given product. Thus, savings on storage space are achieved.

The first discount stores appeared in the Republic of Germany in the mid-1950s, in conditions of relative economic stability and minimal inflation. In a short time they have gained wide popularity in Western Europe and the United States. Today, stores of this format - for example, Aldi, Lidl, Wal-Mart, Biedronka - confidently occupy a leading position in market retail. In 2001, the ATB-Market chain joined the family of discounters.

AT period economic collapse discounters enjoy increased popularity. Attendance and turnover of products in this period grows significantly - by 20-40%

Low prices are achieved by reducing expenses: minimal design of the trading floor, a small number of staff, a simplified layout product. The main principle of profitability of the network of discounters is the high turnover of all goods in the assortment of the distribution network. There are two types of discounters: hard (no more than 1000 items in stock, store area is 500-800 sq.m.) and soft.( range 1500-3000 items, area up to 1.5 thousand square meters m).

How discounters work

Discounters are stores with a fairly large area (from 700 to 1200 square meters), as a rule, without a group of perishable goods and practically without branded goods. There are so-called hard and soft discounters. Rigid ones are characterized by the ratio “1 assortment position per 1 square meter of retail space”. That is, in a store of 800 meters there will be only 800 positions! Is it possible to imagine this in our country, where, it seems, even in a trade pavilion there will be almost the same number?

Soft discounter for the same area will provide a little more choice - 1.5-2 assortment positions per square meter.

What else is special about this format? In the fact that the principle of saving on costs. It is centralization and maximum automation all logistics, purchasing, analytical processes - they take place in the central offices, the store does not deal with this. Because of this, the staff of a discounter a few years ago could consist of 4-6 people for the entire store of 700 meters! These people do everything - they take the product, and lay it out, and sit at the checkout, work as loaders, and merchandisers, and merchandisers ... This gives enormous cost savings, and, unfortunately, it is completely impossible to implement in our country.

Savings occur in everything: in the world (no special light, only general construction lighting), on equipment (it is cheap, partially made by oneself), minimal or absent design, except for external design. Cleanliness can be lame, but cost savings never are.

Savings on stocks and maintaining the assortment occurs due to its severe limitation. The layout is often done right in the packages, and there are pictures explaining that you can’t take one bottle, you can only take a package of four. There are practically no warehouses as such, the entire product lies on the trading floor. Automation and bar coding began to be used relatively recently, until that time they also saved on this.

Despite the strict assortment limitation, discounter chains seriously monitor the structure of consumer consumption and boast without too much modesty that you can buy 80% of daily consumption products in a discounter. There will simply be few choices: one type of paper napkins, 5 flavors of juice, one type of canned peas, etc.

At the same time, it is thanks to a clear positioning that discounters are not afraid of competition from supermarkets, supermarkets and convenience stores: they simply do not compete in price - it can be 2 times cheaper in a discounter. On the contrary, managers of discounters are happy to put them right in front of a good store. Then he goes to both: in one he buys daily groceries, in the other he buys himself exquisite cheese, a bottle of good wine, or nice colored notebooks. It is not known what supermarkets think about such a neighborhood, but discounters feel great with such an arrangement.

It is widely believed that low-income people, students, etc. are bought in discounters. This is not entirely true. Of course, it is there that the mentioned group of people makes the bulk of purchases, but also middle class, and the upper class does not hesitate to go to the discounter. At least in Federal Republic of Germany. The Germans know how to count, so it is not uncommon to meet the "" of the latest model parked near the discounter.

Our compatriots, getting into discounters, as a rule, are unpleasantly surprised that the seller cannot be found in the hall, there is no one to ask anything, range very limited, cleanliness too often leaves a lot to be desired. But they are very pleasantly surprised at the prices and say: “When will it be possible to buy from us at such prices?” The question is rhetorical: the existence of a discounter format is simply unrealistic for us now: both due to accounting reasons, and sanitary requirements and norms, and in force labor law.

Discounter is

Sources

kommersant.ua Kommersant

en.wikipedia.org Wikipedia, the free encyclopedia

info-stalking.com Consulting organization - Info-stalking

torgrus.com Retail news and technologies

Encyclopedia of the investor. 2013 .

See what "Discounter" is in other dictionaries:

Discounter- (from English discount discount, make a discount): A discounter is a type of store that sells at retail at prices close to wholesale. Discounter airline offering low cost of transportation by minimizing the provided ... Wikipedia

DISCOUNTER- in industrialized countries, a store that sells consumer durables at discount prices without providing any additional services. Dictionary of financial terms ... Financial vocabulary

Discounter- English. discount house is a store that sells durable goods, mainly household and electronic equipment, at reduced prices and without additional services for customers. Not the newest models, developments are usually sold in D. ... ... Glossary of business terms

Discounter- (discounter) (Discounter) - a person who takes into account bills of exchange ... Economic and Mathematical Dictionary

discounter- discounter 1. Accounting for a bill. 2. Accounting interest charged by banks when discounting bills. 3. In exchange and currency transactions, a discount from the price of a product or currency. [JSC RAO "UES of Russia" STO 17330282.27.010.001 2008] Topics economics Synonyms ... ... Technical Translator's Handbook

discounter- see discounters Explanatory Dictionary of Efremova. T. F. Efremova. 2000... Modern dictionary Russian language Efremova

A network of retail stores with a narrow assortment, but low prices

Shop with a narrow assortment and a minimum set of services for customers

1. General information about discounters

2. How discounters work

Discounter - This a store with a narrow assortment and a minimum set of services for customers, with fairly low prices. The management of such a store is aimed at reducing costs due to the minimalist execution of the trading floor, simplified display of goods, reducing the number of employees, limiting the assortment, which should be sold in large enough lots due to low prices.

Discounter- This"Low price stores" - a chain of retail stores with a narrow assortment, but low prices (compared to stores of other formats in the region).

General information about discounters

The main audience of discounters are buyers with average and below average incomes. In classic discounters, prices are on average 15-20% lower than in supermarkets.

There are two main types of discounters: hard and soft. The range of hard - less than 1 thousand items, most of which do not require cooling, soft - up to 4 thousand. The area of ​​\u200b\u200bthe trading floor is up to 800 square meters. m (soft - up to 1.5 thousand sq. m). According to market participants, in 2006 discounters accounted for about 7% of the Ukrainian food retail market, estimated at $12-14 billion. Dnepropetrovsk ATB-Market, Lvov Intermarket (Barvinok network) operate in the soft discounter format in Ukraine. , "Retail Group" ("Prosto Market") and Lutsk "Agrocontract".

If there is a sufficiently large network of such stores, it is practiced to constantly move consignments of goods from one store to another, where there is a greater demand for this product. Thus, savings on storage space are achieved.

The first low-price stores appeared in Germany in the mid-1950s, with relative economic stability and minimal inflation. In a short period of time, they have gained wide popularity in Western Europe and the United States. Today, stores of this format - for example, Aldi, Lidl, Wal-Mart, Biedronka - confidently occupy a leading position in the retail market. In 2001, the ATB-Market chain joined the family of discounters.

During the economic crisis, discounters are very popular. Attendance and turnover of products during this period grows significantly - by 20-40%

Low prices are achieved by reducing costs: minimal design of the trading floor, a small number of staff, a simplified display of goods. The main principle of the profitability of the discounter network is the high turnover of all goods in the assortment of the distribution network. There are two types of discounters: hard (not more than 1000 items in assortment, store area is 500-800 sq.m.) and soft (range of 1500-3000 items, area up to 1.5 thousand sq.m.).

How discounters work

Discounters are stores with a fairly large area (from 700 to 1200 square meters), as a rule, without a group of perishable goods and practically without branded goods. There are so-called hard and soft discounters. Rigid ones are characterized by the ratio “1 assortment position per 1 square meter of retail space”. That is, in a store of 800 meters there will be only 800 positions! Is it possible to imagine this in our country, where, it seems, even in a trade pavilion there will be almost the same number?

A soft discounter for the same area will provide a little more choice - 1.5-2 assortment items per square meter.

What else is special about this format? The fact that the principle of cost savings is implemented in everything. This is the centralization and maximum automation of all logistics, procurement, analytical processes - they take place in central offices, the store does not do this. Because of this, the staff of a discounter a few years ago could consist of 4-6 people for the entire store of 700 meters! These people do everything – they take the goods, and lay them out, and sit at the checkout, work as loaders, merchandisers, and merchandisers… This gives enormous cost savings, and, unfortunately, it is completely impossible to implement in our country.

Savings occur in everything: in the world (no special light, only general construction lighting), on equipment (it is cheap, partially made by oneself), minimal or absent design, except for external design. Cleanliness can be lame, but cost savings never are.

Savings on stocks and maintaining the assortment occurs due to its severe limitation. The layout is often done right in the packages, and there are pictures explaining that you can’t take one bottle, you can only take a package of four. There are practically no warehouses as such, all goods are on the trading floor. Automation and bar coding began to be used relatively recently, until that time they also saved on this.

Despite the strict assortment limitation, discounter chains seriously monitor the structure of consumer consumption and boast without too much modesty that you can buy 80% of daily consumption products in a discounter. There will simply be few choices: one type of paper napkins, 5 flavors of juice, one type of canned peas, etc.

At the same time, it is precisely thanks to a clear positioning that discounters are not afraid of competition from supermarkets, supermarkets and convenience stores: they simply do not compete in price - the price in a discounter can be 2 times cheaper. On the contrary, managers of discounters are happy to put them right in front of a good store. Then the buyer goes to both: in one he buys daily products, in the other he buys himself an exquisite cheese, a bottle of good wine or nice colored notebooks. It is not known what supermarkets think about such a neighborhood, but discounters feel great with such an arrangement.

It is widely believed that low-income people, students, etc. are bought in discounters. This is not entirely true. Of course, it is there that the mentioned group of people makes the bulk of their purchases, but both the middle class and the upper class do not hesitate to go to the discounter. At least in Germany. Germans know how to count money, so it's not uncommon to find a Porsche of the latest model parked near a discount store.

Our compatriots, getting into discounters, as a rule, are unpleasantly surprised that the seller cannot be found in the hall, there is no one to ask anything from, the assortment is very limited, cleanliness also often leaves much to be desired. But they are very pleasantly surprised at the prices and say: “When will it be possible to buy from us at such prices?” The question is rhetorical: the existence of a discounter format is simply unrealistic in our country now: due to accounting reasons, and sanitary requirements and norms, and due to labor legislation.

Sources

kommersant.ua Kommersant

en.wikipedia.org Wikipedia, the free encyclopedia

info-stalking.com Consulting company– Info-stalking

torgrus.com Retail news and technologies

Not only the economic crisis caused the development of discount stores, but also new trend- savings on purchases. It doesn’t matter what the buyer’s financial wealth is, what matters is that now they are saving everything on everything they can. Now we will get acquainted with such a term in trade as a discounter.

The essence of discounters

A discounter is, first of all, a retail store with prices below the average price and minimal service.

You can buy anything there, but most discounters sell consumer goods and clothing. The target group is considered to be buyers with medium and low incomes.

You probably know a lot of discount stores in your city. By the way, the word discount (from the English. Discount) is translated as - discount, discount, depreciate, throw off. It is from this word that the term “discounter” originated. Since the middle of the last century, discounters have gained popularity in Europe, and today they are conquering our retail as well. Such stores are opened immediately by a small chain, because otherwise it is very difficult to make a profit due to the low margin of the goods of 5-10%. A discounter is rarely opened outside the city; on the contrary, retail outlets are concentrated in residential areas and transport interchanges, which once again confirms the focus on the retail consumer.

Why discounters are developing?

It has already been proven by time that people are ready to give up a certain quality of service in exchange for a low price of goods, so many discounters have self-service. You can see hundreds of items and only one cashier. If you visit branded stores: Adidas, Puma, Rebook, and then find their discount points, you will immediately see the difference. Firstly, everything is simpler in discounters:

Large brands always have their own discount network, so they have many requirements for the sale of their goods (the product should not lie with another brand, the price should not be lower than ..., maintaining the brand image, etc.). From the whole network brand stores, stale and no longer fashionable things flock to branded discounters. Despite the rules, the desire to get rid of illiquid assets and at the same time get at least some profit makes even large brands sell their goods to other (non-network) discounters.

Types of discounters

Discount stores can be divided into 2 categories: hard and soft discounters. Rigid ones pursue the goal of minimizing their costs as much as possible on everything: personnel, room size, method of exhibiting goods, class and condition of goods, lack of payment by card, etc. Such stores have an area of ​​up to 700-800 m2.

Soft discounters usually have a higher price tag due to the fact that the price of the goods includes a minimum level of comfort and service for the buyer: the seller is a consultant, more space is allocated for 1 unit of goods for its exposure, the interior of the room creates minimal comfort, more assortment, several cash desks, etc. .d.

And what about the quality of the discounted product?

Rumors that stock stores have poor quality goods are not true. The percentage of stores that sell counterfeit or non-standard products is so small that it can be neglected. trading low-quality goods, a retail outlet, does not last long, due to high competition from branded and inexpensive clothing. Therefore, do not disdain and are afraid of discounters. Yes, you may encounter a minor defect (damage to the packaging, missing buttons, etc.) or lack of your size, but in general, 99% of the items correspond to the marketable condition.

Where do discounters get their goods?

If the store does not belong to a specific chain, then it trades under its own separate and independent brand. Purchasing managers find large branded stores (including abroad) and buy illiquid goods from them with a minimum margin, and sometimes even at a minus (off-price) - this is due to a strong overstocking of the warehouse or due to any external factors market. So the boutique gets rid of stale goods, returns working capital and increase brand awareness. There are a lot of such stores and each has illiquid goods, which the owner of the store so wants to get rid of.

The situation is similar with products. You will not see perishable products in discounters, however, all other products are in stock. Such stores make a profit with large turnovers of products sold and a small margin. Cost reduction for appearance store, advertising, staff, allows you to do this.

Rumors that discount grocery stores sell expired goods are a myth. You may not see goods of all brands and types, you may encounter a short expiration date, but not as spoiled products, discounters strictly monitor this and make purchases directly at the factory.

How to promote a discount product?

Despite the price and all that, discounters also have stagnant sales. However, their methods of increasing sales are slightly different from regular stores. by the most effective method are for example:

• Two items for the price of one or three items and one free.
• 50% discount on products with a price tag ending in zero.
• Return of funds to the card.
• Loyalty loyalty cards (access to a discount that exceeds the price tag, only through the card).
• Additional discount for checks over $100.

As you can see, the bias is on the quantity, the buyer is provoked to buy more units of the product. Large turnover is the main idea of ​​the discounter.

findings

Discounters are a popular and sought-after type retail store After all, saving is the same as earning! The increased interest in discount stores has intensified competition between them. If before the stocks of clothes looked like second-hands, now everything is clean, beautiful, they smile at you and put your purchases in a beautiful bag. If you are willing to sacrifice your image (buying a piece from the last year's collection), but save a lot of money, then welcome to the nearest discounter.

For the vast majority of Russians, the term "discounter" is still incomprehensible. On the one hand, such stores look very similar to supermarkets, on the other hand, they have certain differences.

Unstable economic situation in the country entails large financial losses of large retail chains. Nevertheless, according to many experts, it is discount companies that have every chance to improve their well-being, since they can compete with large stores and develop confidently. Let us consider in more detail what a discount store is, as well as the features of its work.

What is a discounter?

The first discount stores appeared in the middle of the last century in a number of Western European countries (in particular, in Germany), where they were retail outlets where everyone could buy essential products at the lowest price.

At the same time, the owners of such shops did not invest in the interior, and most of the goods were simply on the floor in cardboard and wooden boxes. Nevertheless, in the context of post-war food shortages, this format outlets gained immense popularity among citizens of different countries.

What is a modern grocery discounter? This is a store where a rather narrow product range, in addition, buyers are provided with a minimum service maintenance. This drawback is fully compensated by the minimum selling prices for all products located on the shelves and counters of the trading floor.

A quite reasonable question may arise - due to what such trade enterprises are obtained? There are strictly defined principles on which the work of discount stores is based:

• minimization of costs for the design of retail space;
• a small number of employees;
• limited range of product categories available;
• sale of products by the maximum possible reduction in selling prices;
• simple display of goods on the trading floor;
• flexible system of discounts.

As a rule, the area of ​​such stores is about 700-1000 m², and they contain only those goods that are in great demand among buyers. Usually the markup on products in discounters is 10-15% or lower. Also, in retail outlets of this format, there are practically no warehouses, so most of the products are located directly on the trading floor.

Important: discounters often have only those products that do not need packaging, cutting, weighing, applying a barcode, as well as receiving detailed advice on characteristics and methods of use. For this reason, highly qualified personnel are not required, moreover, the level wages below average employees.

Since discounters initially position themselves as low-price stores with a narrow (but highly demanded) assortment, they are primarily aimed at the category of citizens with an income level of “below average”. For this reason, most of these outlets are located directly in residential areas of many settlements.

Such shopping facilities are a real "gold mine" for people who are considering various. It is discounters that allow you to purchase most goods, including branded products, at bargain prices. Therefore, it will bring considerable income when opening your own store.

It is assumed that a person can come to a store located near his house, and for this he does not need to use his own transport. There is a very small percentage of discounters designed for car owners to visit. No one invests in their own parking and convenient access to a retail facility - such stores are located at the intersection or in parallel with major highways. In addition, discounters are always located exclusively within the city.

Pros and cons of discounters

Like other types of retail facilities, discounters have some positive characteristics and pitfalls. To positive aspects This format of work of stores should include:

• meager selling prices for goods;
• minimal merchandising, thanks to which a person chooses the right product himself;
• the cost of food (and other goods) is lower than market prices;
• availability of significant discounts (sometimes up to 80%) for customers;
• holding promotions, so that some products can be bought for next to nothing;
• availability of essential goods in the store.

Also, the advantages of discounters include the absence of perishable products in them. For this reason, buyers may not worry that they will be "slipped" on low-quality, expired goods with a "broken date". But there are also disadvantages of this format of commercial objects, which include:

• inability to pay with plastic cards in most stores;
• the presence of a narrow range of products;
• lack of cleanliness in most retail outlets;
• high probability of purchasing defective products.

Despite the fact that you can often buy goods with hidden defects in discounters, this has practically no effect on the amount of profit received. Many sellers use the following in such cases:

• If a wrinkled or torn package is found, the cost of the goods is significantly reduced, and the product is taken by the buyer without any problems.
• In case of severe damage to the goods, a small trinket can be added to it as a bonus, which is always useful in the household (for example, a pack of batteries, a set of disposable razors, etc.).

How does a discount store work?

It should be noted that there are practically no individual discounter stores, because with such an economic model of work, investments simply do not justify themselves. In addition, usually all trading objects belong to a certain network, in which there are a large number of markets. They can be conditionally divided into "hard" and "soft" discount stores.

In the first case, the goods are delivered to the trading floors strictly according to the schedule from specialized distribution centers. Display (merchandising) is carried out in containers - cardboard or wooden boxes. In turn, manufacturers of goods pack them in such a way that they can be quickly laid out in the store. For this reason, customers do not have to pay for bags that are sold in almost all supermarkets. The owners of such stores significantly save on the minimum number of employees, and also receive tangible benefits when purchasing products for trading floors. Goods are selected in such a way that they have a daily consumer demand. The low selling price of products is always due to the strict technology of operation of all stores included in the general discount network. This invariably involves the costs of logistics, building management, making large investments, which, of course, are taken into account during the enterprise.

As for the “soft” discount, stores of this format offer a larger product range, provide a minimum service, and customers can count on an average level of service. In such retail facilities, work takes place on the principle of self-service, and prices for products sold are below average. Typically, the area of ​​"soft" discounters is about 400-700 m², and storage facilities - up to 200 m². Up to 1.5 thousand items of products, up to 10 units are located in the trading floors cash registers, and the number of staff varies between 25-30 employees. During the working day in such a store, the number of purchases does not exceed 2.5 thousand, and the monthly turnover is about 15-20 million rubles.

In addition to grocery discounters, there are formats for shops selling household appliances, electronics, clothing, footwear and other product groups. Let's take a look at some of their features:

1. Electronic discount stores. Such trade enterprises retail popular products that are available in most offline electronics stores. The markup on products is negligible, so enterprises allow themselves to sell equipment in unlimited quantities. Sometimes large stores turn to such discounters for the purchase of certain consignments of goods. Almost all companies of this format cannot do without, which provides an additional sales channel. Payment for products is usually carried out using payment terminals and electronic payment systems. A flexible system of discounts is provided for regular customers.
2. Household appliances discounters. In many ways, this format is similar to the previous one, but it has a few minor differences. First of all, such companies sell to consumers repaired equipment, as well as electronics that have been in warehouses and showcases for a long time. To date, almost all discounters cooperate with Chinese manufacturers, whose product quality is at its best and is in no way behind their Western counterparts.
3. Discount stores selling shoes. The difference between these trading platforms is high quality offered products and at low selling prices. This provides huge flows of buyers, so that the products are never stale in warehouses. The clear leaders in the market are the Russian companies Mattino and Shoe Center (which, by the way, produces shoes under its own brand). Products are designed for low-income buyers. As a rule, shoes of Russian and Chinese production are sold, as well as running models of many European suppliers. In stores, shoes are presented in a huge assortment and laid out in such a way that the buyer chooses for himself suitable option. As a rule, a minimum number of sellers work on such sites.

As you can see, discounters are able to work much more efficiently than usual supermarkets, whose sales are significantly reduced during the period of economic instability. This cannot be said about discounters, whose turnover, even with the worst forecasts, can increase up to 40% during the crisis.

Save the article in 2 clicks:

As practice shows, in Russian Federation This format of retail facilities is gaining momentum at full speed. It is not uncommon for stores to be located in places with large flows of people, who subsequently become motivated consumers who visit the trading floors in order to purchase a particular product on an ongoing basis.

In contact with

Many domestic buyers are interested in the question of what these are - discounters. This is a special store, the principle of which is based on self-service. Buyers are offered essential goods and various products at minimal prices. Discounters apply a trade markup of no more than 15%.

Discounter - what is it?

The goods presented on the shelves in discount stores are no worse than the goods of other stores. However, this store format is aimed at minimizing costs. Therefore, the wages of service personnel are low, and the store does not impose a variety of requirements on the qualifications of personnel. In the discounter, goods are sold that do not require special abilities of the staff when selling them: weighing, packaging, consultation, bar coding, etc.

Due to the low wages of low-skilled employees and a small number of highly paid managers in the central office, the maximum reduction in store costs is possible. Also, in such stores, minimal maintenance costs and low quality equipment. The interior of such stores is made very simply and economically. When purchasing a large consignment of goods, the store can sell it within 2 or 3 days. This is due to the rapid turnover and high demand for the presented products.

Shop device

In order to understand what is discount store, you need to know the principles of its structure and organization. The prices of the discount store are as close as possible to wholesale prices, therefore they are attractive to end consumers. Not every store that claims to be a discounter is actually one.

Discounters are a network of related stores, which allows several stores to exchange consignments of goods. Within one network, goods are redistributed in accordance with the needs of buyers. The assortment of the store includes several hundred products that are the most in demand. Therefore, the assortment of such stores can be called universal.

Format features

Answering the question about what these are discounters, you need to know the main features of the store format. Discounters are in great demand among the population with low income. Typically, these stores have an area of ​​500 to 1500 square meters with a limited range of goods. The design and decoration of such outlets is maximally simplified. Discount stores are being built in large residential and bedroom areas so that it is convenient for people to get to the store without a car. Some discounters are designed for car owners.

As a rule, such stores are located at the intersection of major highways within the city. It can be electronics stores, grocery discounters. Retail chains are trying to develop in the direction of multi-format. As an example, we can cite the Auchan company, which is actively developing the network of Atak discounters and Auchan hypermarkets. The Seventh Continent company is focused on the development of stores in three formats: supermarkets, convenience stores and hypermarkets. The Dixy chain was focused on the development of discounters, but now it is opening stores within walking distance and hypermarkets. The chain of stores "Magnit" directed its efforts to the opening of hypermarkets and supermarkets. These examples allow you to answer the question of potential buyers about what a discount store is.

Discounter owners stand a good chance of becoming a leader as many of those in the retail sector are struggling in the face of the economic crisis.

Many experts note that this store format is highly competitive and tends to grow. Therefore, interest in discounters has increased significantly in recent times. Despite the minimum list of goods and services, buyers prefer such stores because of low prices. Such stores are characterized by simplified merchandising and flexible financial policy.

Shoe discounters in Russia

Discounter shoe stores have gained wide popularity in the domestic market. Among them are the following:

• trade network "Zh";
• "Mattino";
• "A pedestrian";
• "Interfootwear";
• "Tsentrobuv";

The presented stores are large retail chains of the federal level. Stores regularly hold seasonal sales and promotions. The discounter can also apply a special flexible system of discounts for customers. A special way of displaying goods, which allows to create the impression of a large assortment, and low prices are the main factors due to which the traffic in stores is always high. Reviews of many customers claim that in such shoe centers you can buy only the same type of shoes, and the predominant color is black. However, the black color is the most popular, therefore, it allows to reduce the costs of the discounter.

Some discounter owners enter into exclusive contracts for the supply of goods, allowing them to sell goods at prices below the average market. In turn, this has a positive effect on sales dynamics and competitiveness. The largest manufacturing companies that intend to get rid of the remnants of goods supply discount stores at low prices. Therefore, buyers can also purchase goods of an average price category. Also, customers can purchase products from well-known manufacturers on the most favorable terms.

Electronics retailers

Electronics and technology discounters have won wide popularity among domestic buyers. As an example, one of the largest networks of this format can be cited - Technopoint. This retailer has firmly strengthened its position in this market segment. The company sells goods at low prices by minimizing the cost of renting sales areas, service and pre-sales preparation. A continuous flow of buyers ensures full automation of the sales process, as well as prompt delivery of goods. Seamless exchange of goods and efficient pricing policy positively affect the popularity and reputation of the company.

Assortment of discounters

The lion's share of the presented products is imported from China. However, some stores sell similar products under their own brands. In discounters, you can also buy high-quality goods presented by domestic and European manufacturers. The assortment is formed on the basis of the sales statistics. In this regard, in discount stores you can find many fashionable and popular models, which are in stable demand among buyers.

Promotions, discounts and sales

According to the current trade policy, all discounters can be classified into the following types:

• "hard";
• "soft".

Hard discounters do not use a flexible system of discounts and do not hold seasonal promotions and sales. The soft type is characterized by the use of systematic sales and all kinds of promotions.

The mentality of domestic buyers is formed in such a way that it reacts precisely to the presence of sales and various discounts. The use of soft trade policy allows you to increase buying activity. Promotions, gifts and big discounts in a discounter are of great interest to potential buyers, so the traffic in discounters is constantly growing.

A little help

The first discount stores appeared in Germany in the late 1950s. The wide development of stores of this format has led to the fact that half of the turnover in this country falls on discounters. This format attracts even those customers who prefer to shop in branded stores. This led to the formation of the phenomenon of a new type of consumer, which was called smart shopper (sly buyer). This definition implies that the buyer not only purchases luxury goods, but also makes economical purchases. Due to the increase in the number of such buyers, there is an increase in sales in discounters.

The most popular discounters

Discounters have gained great popularity in developing countries: Mexico, China, Brazil and India. Domestic stores successfully compete with foreign counterparts and enter the international markets sales. Among them are the following discounters, which are market leaders in attendance and trade turnover.

• Wildberries.ru. It is a clothing and footwear discounter that has won the trust of millions of customers and generates more than $500 million in revenue per year. More than 100 thousand commodity items from various brands are presented on this Internet site. The store offers customers discounts on a regular basis, sales and promotions.
• Emex.ru. This site allows you to search for auto parts and various accessories among the offers of many suppliers. The online store is visited daily by about 40 thousand customers.
• E96.ru. It is one of the fastest growing companies that sells about 140,000 trade items of household appliances.
• techport.ru. This company offers customers 150 thousand items from 600 manufacturers that have gained popularity all over the world. The network is represented in all Russian cities with a population of over one million and has its own points of issue of goods.

• KupiVIP.ru. The discounter has won the trust of customers thanks to the advantageous offers of commodity items. The store offers fashionable collections of clothes and accessories. This online platform has established direct deliveries from New York and California.
• Lamoda.ru. On this online platform, buyers can choose clothes and shoes from premium brands. Customers are offered daily sales and promotions that stimulate demand.
• Wikimart.ru. It is a trading platform where accessories, consumer electronics and other goods are sold. The creators exercise strict control over the work of their partners. The Internet site is a regular participant in global sales.
• Discounter Adidas. The store offers customers a wide range of products and good discounts. This brand has won the trust of many buyers, since Adidas sports goods are of high quality.