subject: Must Carry Products Shoppers Need, But What About Their Wants? [print this page] Must Carry Products Shoppers Need, But What About Their Wants?
One thing is clear; success with dollar stores requires you to offer the exact products to meet the daily needs of your shoppers. But as some are beginning to ask, where does the dollar store merchandise shoppers want fit into the formula? Is there any requirement to even carry customer wants? Is the right store set-up simply a store filled with dollar store merchandise that meets the basic, core needs of everyday shoppers? Let's cut to the chase; you must carry core shopper needs. However success in this type of business dictates you to also offer the most wanted products as well. Read on for more on this important topic.
Needs
it is important to know exactly what the needs of your shoppers are; and then meet those core needs. Dollar store merchandise falling into the needed products category includes all of the items meeting ongoing requirements. In the truest sense these are the items shoppers must have to survive. In reality the list is much broader. It includes hand soap, toothpaste, hair gel and spray and other toiletry items. Also included are items such as bathroom tissue, facial tissue, napkins and paper towels. Of course if you do carry grocery items many of these will meet the needs of your mainstream shopper as well. Most items falling into this category are consumable and are replenished on a regular, routine basis.
Wants
When starting a dollar store it is absolutely imperative to carry the core needs of your shoppers. It is also important to carry the most wanted items as well. However, rather than being a requirement, wanted items are optional. Look for items that complement needs. For example, add toothbrushes, mouthwash and dental floss beside toothpaste. Add combs, brushes and hair accessories with shampoo, conditioner and hair spray or gel. Also keep the hot new products that are being aggressively promoted in stock. Dovetail your sales to the advertising being done by others.
While you are prioritizing the dollar store merchandise you will initially carry, be sure to think about the hot selling impulse items. These are items that trigger a 'must have' reaction in some shoppers. Whether it is chewing gum, candy bars, or flashlight batteries being promoted, the added sales from impulse items satisfy shoppers' requirements for a product, while helping your store move down the road to success.
