Keeping the Bargain Hunters Happy

CEO Macon Brock of Dollar Tree says his fast-growing, single-price-point company has come up with a formula that's working

Macon Brock Jr., chairman and CEO of Dollar Tree (DLTR ), isn't too worried about customer gripes. They're mainly "happy complaints" of going in to a store and planning to buy a few basics but walking out with an armload of goodies, he says. Shoppers of the Chesapeake (Va.)-based retailer, which prices all items at $1, have come to expect the "thrill of the hunt" when they shop at his stores, Brock says.

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