"Discount chains have another DNA than non-discount chain retailers."

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For most retailer chains, the customer-value focus is on product-choice, on service or on another customer-value. Retailers who also operate a discount chain concept among their existing retail channels, strive for synergy effects, and so their discount channel is a part of a larger organization with shared services. However, discount business should have an alternative DNA with another approach and with an alternative corporate culture and also, the HR approach must be different. 

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For discount chains the number ONE customer-value is always pricing and keeping this value is top priority. However, price leadership definitely translates to cost leadership. Every discounter must keep the cost low by a "lean & mean" organization in order to make their business model profitable. The elements of low-price and low-cost should be part of the company's mission, vision & values (MVV) and the DNA of the business. So, here we see a HR challenge.

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We see a HR challenge here and the most critical HR question is now: "how to select the right candidates who understand fully our MVV and can bear the DNA of our discount business?"  

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DRC can help discounters with designing a functional organization structure with developing a HR strategy and with evaluating management teams. 

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