2023 - Infographic

How Dollar General keeps its shoppers at the center of all it does

Customer Focused

With approximately 75% of Americans living within five miles of a Dollar General, thousands of customers rely on these local stores for convenient access to affordable household essentials every day. The company takes its responsibility to serve local communities across the country seriously, knowing it is committed to keeping the customer at the center of all it does. Take a look inside a store to see how Dollar General provides customer-focused shopping experiences, offering affordable access to everyday products in rural, suburban, and metropolitan communities alike.

At its core, our real estate strategy is simple. We listen to our customers to understand local community needs. Then, we determine where and when we expand, based on how we can best serve each community. Serving customers is genuinely represented in all we do, especially as we strive to be a positive neighbor and provide affordable access to essentials right down the street.

Matthew Simonsen Senior Vice President (SVP) of Real Estate Dollar General

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Providing products customers need and trust

Today, with more than 19,000 stores in 47 states, Dollar General serves a diverse customer base in communities from coast to coast and determines what merchandise to offer based on its customers’ needs. In recent years, Dollar General launched strategic initiatives to address customer feedback including:

Dollar General constantly updates its assortment of on-trend offerings in the home, domestics, housewares, and party categories.

Non-Consumables Initiative (NCI)

Dollar General is expanding access to health care and wellness products, including a wider assortment of medical, cough and cold, and feminine hygiene products.

DG WellBeing

Dollar General continues to evolve its digital innovations, including its DG app with digital coupons, the DG Cart Calculator and its shopping list features, which help customers track their spending and stay on budget.

Digital

stores in

19,000+

states

Every Dollar General store provides communities with components of a healthier diet, including frozen and canned fruits and vegetables, proteins, grains, and dairy items, such as milk. The company now plans to have produce in more than 5,000 stores by January 2024, which will give it more individual points of produce distribution than any other U.S. mass retailer or grocer.

Dollar General also plans to offer fresh produce in more than 10,000 total locations over the next several years, with a meaningful number in U.S. Department of Agriculture– defined food deserts to further highlight its commitment to provide affordable access to healthier products.

Emily Taylor Chief Merchandising Officer Dollar General

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At Dollar General, our mission of Serving Others includes being there for what matters in our hometown communities. We take great pride in serving our customers and communities with affordable access to the essentials their families need and depend on us to provide.

Dollar General partners with registered dietitian and nutritionist Mary Alice Cain to develop the Better For You program, which includes at-shelf labels and a recipe library featuring ingredients available at every Dollar General.

Better For You recipes provide options for any time of the day, including breakfast, lunch, dinner, or snacks.

Good & Smart™ is one of several Dollar General private brands with a 100% satisfaction guarantee.

Good & Smart™: Based on customer requests, Dollar General launched the Good & Smart™ private brand in 2018 to provide shoppers with affordable and healthier options, including snacks and beverages.

Jackie Li SVP of Private Brands and Global Sourcing Dollar General

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Our private brands team is committed to providing on-trend, high-quality and affordable products that match customers’ needs. As shopping trends change and consumer behaviors evolve,  we continue to innovate brands and products alike to help customers find what they need while also stretching their budgets.

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Dollar General launched OhGood! in 2022 to better support customers’ health and wellness. This line of high-quality and affordable health and wellness supplements are non-GMO, gluten free, and made with natural flavors.

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Pooh Vichidvongsa VP, President and Divisional Merchandise Manager Dollar General

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Our customers continue to seek value for their budgets. When the economy gets tough, that’s when Dollar General means even more to them. We’re always observing, shopping, and trying to listen to what the customer is telling us because we adapt accordingly as their spending changes.

In addition to everyday housewares, Dollar General offers trendy and seasonal items, bringing fresh and new products to its aisles. Shoppers can also find items included in its Non-Consumables Initiative which includes an expanded party and celebration selection with many items priced at $5 or less. The section also includes stationery and journaling sets and an exciting new pen bar.

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Dollar General carries quality and affordable products to support parents in the many stages of their parenting journeys.

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Jackie Li SVP of Private Brands and Global Sourcing Dollar General

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We understand pets are an important part of our customers’ families, and our team is focused on providing affordable quality options for furry family members. Nature’s Menu exemplifies our efforts as it meets our customers’ and their pets’ needs.

Dollar General offers pet parents affordable and high-quality food, toys, and gear. As a result of customer insights, Dollar General recently reformulated and rebranded its Nature’s Menu dog and cat food line into a super-premium product, free from corn, soy, wheat, fillers, artificial colors, flavors, or preservatives.

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Believe Beauty helps customers save money on everyday products by offering premium-quality cosmetics in wearable shades for approximately $5 or less. The makeup collection launched in 2019 and recently expanded to include fragrances and Believe Beauty Skin, a cruelty-free and vegan skincare line.

Expand Dollar General’s beauty and personal care products to 1,000-plus items

In 2023, Dollar General launched its first Beauty Reinvention stores, that:

Increase stores’ skincare sections by 50%

Increase stores’ soap and shower offerings by 30%

Through customer insights, Dollar General learned shoppers were interested in affordable items to help build more inviting home spaces, such as wall decor, lamps, rugs, curtains, pillows, and more. In 2023, Dollar General launched Koze Place, a home scent line that is a collaboration with world-renowned perfumers and can be found in the cleaning aisles of most stores.

Gentle Steps features approximately 70 well-designed baby essentials, including diapers, wipes, and baby care items, helping little ones grow from infant to toddler.

In 2019, Gentle Steps launched, with items to assist in everyday feedings, diaper changes, potty training, and more.

Sending money can be quick and secure, digitally or in-store, through Western Union® money transfers at a majority of Dollar General locations across the U.S.

With FedEx drop-off and pickup services in more than 8,500 stores, Dollar General provides customers with convenient access to secure, alternate package delivery options, particularly for those living in rural communities.

spendwell® provides innovative new bank accounts to customers with additional convenience to manage personal finances. Available with two account options, exclusively at Dollar General, spendwell provides customers with an accompanying Visa debit card and access to the spendwell app to manage everyday expenses, pay bills, and more.

Dollar General stores also continue to expand in-store offerings and added services through strategic partners and new technologies, extending the benefits it brings to customers and communities.

Customers can also enjoy same-day delivery through DoorDash, which showcases Dollar General’s commitment to providing additional, convenient ways to shop its affordable products.

Here’s how to use DG Pickup:

Shop in the DG App and choose DG Pickup.

Be on your way.

Add available DG Digital Coupons.

Receive your order ready email.

Grab the order from the DG Pickup shelves inside your local store.

For customers seeking additional convenience, Dollar General now offers DG Pickup and DoorDash.

Now that you know more about Dollar General’s offerings and services, as well as how its products are tailored to the needs of its customers, take a look around a hometown community to see the company’s impact.

At Dollar General, our mission  of Serving Others includes being there for what matters in our hometown communities. We take great pride in serving our customers and communities with affordable access to the essentials their families need and depend on us to provide.

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