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Discover what categories shoppers are going to Poundland, Wilko, Home Bargains and B&M to buy and why.
In this report we take an in-depth look into the shoppers of four variety discount retailers to understand who they are, how they shop and why they shop at Poundland, Wilko, B&M and Home Bargains.
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Nicola shares the reasons shoppers choose to shop in certain discount stores
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