Recruiting loyal customers

While many German retailers try to cut costs and make customers feel like cattle (especially discounters like Aldi and Lidl), others have worked out that customers like to feel comfortable in their surroundings. If they do, they tend to buy more. One of my favourites is DM.

Good on them not only for some great products, but also for the ambience in the shop.

To cap it all, I noticed on a recent visit that they have splashed out on expensive shopping trolleys with a small tray on the top for babies. Most supermarkets would think this too niche a market sector to woo.

dm_trolley.jpg

Not DM, they understand that especially at this challenging time mothers are quick to look for alternatives – and if you lose mums’ custom at this point, you could lose them forever.

Alex Woodruff

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