Every year, dollar stores see higher and higher earnings, but how can a store that seems like it's giving things away turn itself into a multi-billion-dollar enterprise? The answer is simple: that dollar isn't always the great deal it appears to be. Here are their secrets.
Whether times are good or bad, you can still count on people to flock to dollar stores because they have the one thing everyone loves: convenience. Sales for Dollar General are always on the upswing, with the chain seeing an increase of 3.7 percent between 2017 and 2018, regardless of the state of the economy. Take it from Dollar General CEO Todd Vasos, who had this to say about their regular customers:
"We have seen no sign of trade out or trade up from our core customers. Even in a good economy, [they are] still looking for value and convenience."
So, basically, no matter how much money people have, they still want something that bigger grocery stores can't give them. Dollar stores are not just convenient because their items are cheaper, but also because there seems to be one on every corner – and that makes them perfect for a quick fill-in trip between your weekly grocery runs. These stores are also typically smaller than the ones in a big chain like Walmart, which means that you can usually get in and out with your emergency bag of dog food, a handful of snacks, or supplies for your kid's art project in just a couple of minutes. The fact that most people are on to this, means dollar stores are always making money – even if customers buy just a few things.
Watch the video to learn how dollar stores really make their money!
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Convenience is key | 0:15
Location, location, location | 1:36
Getting those low-income customers | 2:47
Not always a deal | 3:29
The illusion of a discount | 4:23
Cheaply made items | 5:29
Design strategies | 6:46
Hiring few employees | 7:59
Private-label items | 8:50
Causing "economic distress" | 9:51