This article will explain what a discounter, and what the main difference from other stores and hypermarkets. The first thing I want to note – this is not the latest achievement in marketing, management and economists. The first discounters emerged in the 60's of last century and evolved very rapidly. Outstanding representative of a "hard" option discounter – German Aldi. This is a very successful shop with branches represented in many countries: the whole of Europe, America and Australia. The main points that reduce the price of a product: mark-up on goods is 12% profit – just 2% more than the store itself is like a warehouse – low ceilings and dim lighting, which also saves; products are not for the beautiful shelves and in boxes on shelves – in the form in which received from the manufacturer, the store can pay by credit card or check, because scanners will affect the cost of production, the store has baskets, so you can pick up and cart, but for a nominal amount is refunded when you return the trolley. This is done to ensure that trucks are not stolen and not left in the parking lot and returned to the place – store does not hire people to collect them, the number of employees in the entire store – 10-12 people. And the manager can along with porters to unload the goods, and in the rush hour comes to the cashier. The salary of employees is 30% higher than in similar locations in the industry and is considered a good option; store absolutely do not spend money on advertising.