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Will Dollar Tree require a name change in time?
According to a report by Insider, America’s greatest dollar store is raising price tags beyond US$1 at a number of locations. Dollar Tree calls it a “multi-price evolution” and says it is testing customers’ sentiments about it opening its assortments to include products worth more than $1.
“We believe testing additional price points above $1 for Dollar Tree product will enable us over time to expand our assortments, introduce new products and meet more of our customers’ everyday needs,” details CEO Michael Witynski in a press release.
He elaborates: “Our brand promise is that customers get great value for what they spend at Dollar Tree. We will continue to be fiercely protective of that promise, regardless of the price point, whether it is $1.00, $1.25, $1.50.”
In addition, the chain will introduce more stores to its Dollar Tree Plus products, which are normally priced between $3 and $5. Currently, 340 locations offer the higher-end items, but the brand intends to make them available to 500 stores by the end of the fiscal year. The array would be extended to 1,500 more branches by end 2022.
It is surmised that Dollar Tree is experimenting with the new pricing strategies to cope with rising labor and delivery costs, as well as the pressures of inflation.
However, Dollar Tree emphasizes that its expectation of shoppers being open to this business model isn’t groundless, as the decision is “based on positive customer reaction and the success of its new Combo and Dollar Tree Plus store formats.”