Does Dollarama going online make sense? Let our experts answer that!January 22, 20192 min read
We’ve all done it – it’s almost like shopping in secret. After all, who wouldn’t want to avoid paying seven dollars for a birthday card when you can deliver the same greeting for a simple buck?
Discount stores like Dollarama are popping up everywhere. They are one of the quickest growing retail options on the continent and are now posing as serious competition for retail and grocery outlets.
But now Dollarama is going online. It won’t be offering up individual items like birthday invitations or cupcake papers at a cheap price. Customers will have to buy … by the case. Bulk orders only. And the selection will be limited to about ¼ of what Dollarama carries on its shelves and come with an 18-dollar delivery fee.
So, will it work?
- Will shoppers click away from the likes of Amazon or others to give Dollarama.ca a try?
- Is there still the stigma attached to discount stores that could dissuade customers?
- Is there enough demand and need for a caseload of items to attract what might be the impulse purchases that attract customers to the brink and mortar stores?
- Or is this the model that customers want and is poised to succeed?
There are a lot of questions to be answered and that’s where our experts can help.
Joanne E. McNeish is an Associate Professor at the Ted Rogers School of Management at Ryerson University. She is an expert in branding, technology marketing, innovation adoption and retail marketing - and is available to speak with media regarding this topic. Simply click on her icon to arrange an interview.
Joanne E. McNeish Associate Professor
Joanne, E. McNeish is an expert in Simultaneous Use, Resistance to Discontinuing, Incumbent Technology, and Replacement Technology.