The discount retailer needs to test breaking the $1 price point as most shoppers welcome the change, according to Jefferies.
Discount retail Dollar Tree needs to test breaking the $1 price point as most shoppers welcome the change, according to Jefferies.
"The time seems ripe now for a multi price-point strategy as the Dollar Tree format is better positioned to test the concept given its on-going investments in co-bannered distribution centers, better global sourcing capabilities and existing relationships with Family Dollar suppliers," Jefferies equity analyst Christopher Mandeville said in a note Wednesday.
However, the change has to be executed carefully and gradually. The analyst suggested Dollar Tree test the strategy first in the Canadian market before rolling it out full-scale, and the discount store should step up the price by 25 cents per year for the next five years in order to"stay true to the brand," Jefferies said.
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