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- German Non-Food Discount Shopper 2024
German Non-Food Discount Shopper 2024
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Non-food discounters in Germany are outpacing their food counterparts and other retailers, as 70% of Germans shop at homeware discounters and 66% at fashion discounters. Takko has the most satisfied customers, while TEDi lags in shopper satisfaction compared to other non-food discounters.
Easing inflation has improved consumer sentiment, but living costs remain high, leading to high consumer demand for value-driven shopping and an increased focus on essential categories. This is particularly true among families, allowing discounters like Action to grow rapidly by offering variety and newness at affordable prices.
Balancing ethical practices with competitive pricing poses a significant challenge to non-food discount shopping in Germany. Ethically conscious consumers expect ethical practices, potentially jeopardising the low-cost appeal of these retailers, and non-food discounters also have room to improve their range of branded items.
There’s opportunity to leverage the rising trend of value-driven shopping, particularly with exclusive loyalty rewards and attractive bundle-offers among families. As demonstrated by Action’s winning strategy, offering lower prices on a dynamic range of products can drive sales by fostering repeat visits and encouraging a ‘treasure hunt’ behaviour.
Non-food discount shopping is booming, driven by value-seeking consumers, but a focus on variety and loyalty rewards can boost satisfaction as consumer confidence and spending both rise.
Armando Falcao, Associate Director – Retail Reports
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