Discount stores

The discount store fancy has now caught up in India with Reliance Retail planning to open its no-frills stores. And there can never be a better time than the present recessionary period to open such formats. Around the world, the fastest growing retailers are the ones who sell products at discounted prices. For the first time, global discounters like Lidl and Aldi have a place amongst the top 10 retailers according to a recent report published by Deloitte. Discount stores as a concept were invented by Theo and Karl Albrecht who founded Aldi Discount in 1960. Their low-cost business model is a huge success even now in Germany and abroad.

These formats are not only catching the fancy of the urban middle class families across the world who have seen their disposable income falling but it is also attracting savvy rich people who have no qualms doing value shopping for their daily needs. These stores sell goods on an average 20-30% less than a regular superstore, proving to be a big hit with consumers. No wonder, internationally major retailers like Tesco and Carrefour in a bid to capture market share are coming up with their own versions of discount format stores or are introducing value products in their assortment to attract customers who have been hurt by recession.

India has not been new to the concept; down south Subhiksha was the first modern retailer to have a discount model. It offered all products at a 10% discount and up-north D-Mart introduced a blanket 5% off discount on all products. Although D-Mart looks to be profitable the same is not the case with Subhiksha. The company owes its financial mess due to bad capital management and opening up of large number of stores without proper focus on supply chain management. Some of the initiatives that Indian retailers can implement to be profitable viz a viz its western counterparts are a) limiting the number of SKU’s to 1000 -2000 per store. This will ensure that these items are sourced cost efficiently and the high turnover of these most selling SKU’s will ensure that capital is used effectively and b) Notching up properties at reasonable prices. With the recent downturn, a lot of properties will come up for distress sale and it is a good time to rent these properties or renegotiate on old agreements.

Irrespective of how the economy behaves in the near future, one thing is clear that the discount format is here to stay.