The Attack of the Discounters
On 29.11.17, Handelsblatt reported on the attack and expansion strategy of the discounters. Cheap chains like Zeeman, Rusta, Primark and Action are expanding in the German market. Why does the discount segment still seem to promise growth?
Pricing expert Professor Hans Christian Riekhof says: “Discount shopping is and remains a basic pattern of the consumer, which aims at satisfying a clearly defined need, and as simply and uncomplicatedly as possible. What we should not overlook: the same consumer buys later also in other stores, where it is about the ambience, the selection, the little luxury. And that is no contradiction at all.”