CHESAPEAKE, Va. — Whoops. Dollar Tree Stores has ended its experiment with price points that were not $1 or less.
“We called it ‘Oops’, and the strategy was, ‘Oops, we know this isn't $1 but it's too good to pass up,’” explained Bob Sasser, president and chief executive officer, in a conference call discussing earnings last week. Shoppers, however, didn't take to the program, which was tested in 29 stores, and it wasn't particularly beneficial to Dollar Tree either, Sasser admitted.
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