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Dollar Tree Will Reshape Discount Retail

Dollar Tree Will Reshape Discount Retail

Rob Samtmann | Jul 10, 2023 |

A recent Forbes article discussed Dollar Tree’s latest announcement concerning its plan to move beyond its traditional $1 pricing strategy and expand into higher price ranges, including $3, $4, and $5 products. This decision comes as Dollar Tree’s competitor, Dollar General, has already ventured into similar territory. The article argues that Dollar Tree’s move is a logical and strategic step for several reasons – and may reshape the face of discount retail!

Firstly, Dollar Tree has already experimented with price points above $1, as it raised prices to $1.25 in 2021. The company’s CEO, Rick Dreiling, expressed the need to capitalize on this adjustment: “That leap to $1.25 was painful, but it’s done now, and it’s time for us to capitalize on it.” Secondly, the meaning of the $1 price point has changed over time. When Dollar Tree was founded in 1986, the $1 price tag represented exceptional value. However, with the proliferation of dollar stores and their integral role in many Americans’ lives, Dollar Tree now aims to differentiate itself and compete with mass discounters like Walmart and Target by offering higher-priced products.

The article also references Harvard Business School Professor Clayton Christensen’s Theory of Disruptive Innovation, suggesting that Dollar Tree’s strategy aligns with this approach: using a low-cost business model to enter the market at the bottom and claim a segment, Dollar Tree aims to challenge Walmart and Target’s dominance. (In fact, Target’s Bullseye Playground, which sells items under $5, is highlighted as an ironic example!)

The Forbes article concludes by emphasizing the importance of adapting strategies to changing circumstances. Rather than sticking to a 40-year-old marketing handle, Dollar Tree’s leadership saw an opportunity to explore the potential of their business model – which suggests that successful leaders find ways to break through barriers and remain dynamic in their approach.

Overall, Dollar Tree’s decision to expand beyond the $1 price point is seen as a logical move given market conditions and the company’s desire to compete with larger discount retailers.

To read the full Forbes article, click here…

Rob Samtmann

Rob is Managing Principal of Equity Retail Brokers and he specializes in tenant representation and leasing.

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