This story appears in the
January 2004 issue of
Entrepreneur.
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As lagging sales plague many retail sectors, the smart
money's on dollar stores. Retail Forward (www.retailforward.com), a retail management firm in
Columbus, Ohio, reports that dollar store sales were up nearly 7
percent in 2002.
Retail industry consultant Sue
Goldstein in Dallas says smaller retailers can boost their
bottom lines by adding the dollar store concept into their own
stores. "Some may use [dollar items] as a loss leader to draw
people into the store, but sample shops, discontinued lines and
closeouts all offer opportunities to buy merchandise that can be
sold at a deep discount," she suggests.
Now, that doesn't mean you should just throw some cheap
items on a shelf. Goldstein advises a more strategic approach:
Group your dollar offerings in one section of your store.
"If you can't dedicate a section, come up with a
theme-like everything in red baskets is a dollar," Goldstein
says. "You need to set the merchandise apart
somehow."
The dollar products you feature should be a natural
extension of your existing product mix. If you sell costume
jewelry, for example, your dollar items should be cheaper costume
jewelry.
Customers should easily see that the dollar products are
worth more than their price."That's why dollar stores are
successful," Goldstein explains. "Customers know that the
product is $4 or $6 somewhere else."