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DMART: Nowadays, D-Mart is the first choice of most middle class families for grocery and household goods shopping. There is Stepping into D-mart or exiting after shopping, you will find stalls selling popcorn for just Rs 10 and soft ice creams for Rs 1 to 15. This is not an ordinary stall, but a highly successful marketing strategy designed by studying the mindset of consumers is, which has been revealed by business analysts.

‘Family shopping’ and children’s insistence

Shopping is usually done together in Indian families. Often children get tired of shopping and insist on going home. These stalls are located near the entry point of the store. Children are immediately attracted by the sight of Rs 10 popcorn and get busy eating it. This keeps children calm and parents can shop longer without any hassle. DMart

Increase time in store

The more time a customer spends in a store, the greater his purchases and the greater the store’s revenue. People linger, munching on popcorn and ice cream, slowly moving the trolley forward. This also leads to unwanted or unlisted items being dropped into the trolley just by sight, which directly benefits D-Mart. DMart

A ‘sweet ending’ after the exhaustion of billing

The toughest job at D-mart is standing in long queues for billing. Standing in this queue makes the customer physically and mentally tired. A cold ice cream at the exit after shopping makes the customer happy by relieving his fatigue. This makes the customer’s last experience at D-mart very sweet, so that he thinks of coming there again next time for shopping. DMart

The ‘low-margin, high-volume’ model

Getting cheap popcorn and ice cream outside D-mart is a successful ‘business model’ created by studying the consumer mindset. D-mart has created a strong position in the Indian retail market with the strength of small but effective camouflages like these. DMart