Discount retailers: why some win and others lose

New players and discount formats are pushing price pressure even further. Online platforms like Shein and Temu are pulling younger audiences away from traditional retailers. More than 25% of young people already shop through these direct-to-consumer platforms. And they expect those same low prices offline. That’s why “surprise shopping” is becoming vital for retailers such as Wibra. Because young shoppers want more than a low price. They want an experience. Hybrid shopping is therefore hugely relevant for discounters.

Consumers in general are far more interested in finding meaning in a brand and in products than they were ten years ago. As a result, non-food store visits are taking longer. As a brand, tap into these new expectations and combine that same element of surprise with products that feel solid yet remain affordable. And make sure you appear at moments when people least expect you. A good example is our Pink Ribbon campaign for Wibra. We surprised consumers with pink stores in the streetscape and launched a new bra collection and a handy measuring tool to determine your bust size and perform a breast check using clear tips.

Consumers know buying sustainably is smart and responsible. That’s why recommerce platforms like Vinted and De Kringwinkel continue to grow, combining low prices with sustainability. Discounters can tap into this with a basic line designed to last longer, and by communicating transparently about the small steps they’re taking. Combine that with the surprise element and challenges around “sustainable finds” on platforms like TikTok, a great extra trigger to attract younger audiences. This way, consumers get more than just “cheap”. They get a purchase that feels smart, responsible and surprising.

As a brand, you want to be thought of spontaneously whenever a buying situation arises. This is called mental availability. In other words: the more reasons people have to visit your shop, the more likely they are to think of you at the right moment.

IKEA’s recent A Slice of Life campaign is a perfect example. It celebrates everyday moments, and each of those life moments contains Category Entry Points (CEPs), reasons to think of IKEA.

• Moving house, living together for the first time, expanding your family. IKEA is there for new beginnings, for intimate moments, and when you need more space or smart solutions.
• IKEA shows love, warmth and change, reinforcing CEPs linked to comfort during transitions or creating a sense of home.
• The CEP affordability is cleverly integrated with price tags. This ensures IKEA remains top of mind for “affordable solutions for important life moments”.

By rolling the campaign out across TV, print, social and outdoor, IKEA boosts the chance of activating those CEPs in different contexts. In short: IKEA links itself intelligently to everyday, emotionally charged life moments and uses recognisable brand assets (price tags, minimalist style) to strengthen mental availability.

Wibra’s comeback also shows how a discounter can become relevant again. Our “Da’s Wauw van Wibra” strategy didn’t just win an Effie Award; it delivered strong campaigns and brand communication that added value beyond price. We introduced many more CEPs to build spontaneous familiarity. We created hidden gems, surprised consumers online and offline, and brought fun and discovery back into every visit. We made Wibra more human: no longer just ultracheap, but a brand with meaning. A brand for you.

Those who manage to combine low prices, sustainability and surprise build a structural advantage in the Belgian discount market. Retailers who play that game wisely won’t just win on price, but also on relevance and brand connection.