Bargaining and the nature of war

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: huge crowd queued outside waiting to gain entry. The shop has meticulously segmented itself according to price, weight, range and type of jewellery and is plastered with stickers carrying the “fixed price” message. But I found customers engaged in the discount dialogue with the salesmen.

Once the final discounted price was worked out the customer was given a parting tip by the salesman: “If you want more discount, approach the store manager.” The look of elation and disbelief on the face of the customer when she got more discount from the manager ought to be seen to be believed.

The taste of victory is always sweet but that of an unexpected one is sweeter. Discounts are visible, but bargains are created. It has the magical quality of producing value from thin air. As long as retailers deliver this magic, consumers would love him. Consistently delivering this commodity will be the most challenging job for tomorrow’s retailers. Who knows the retail store may need to rebrand itself to do that. If discount stores have appeared can Bargain Bazaars be far behind?