Dollar General

Chad Fox

Within the ever-changing digital landscape, brands continuously seek new ways to better reach their customers. Finding ways to reach the right audience can be challenging, especially when it comes to the hard-to-reach and hard-to-measure rural customer. Brands are partnering with retail media networks to reach these elusive audiences and deliver a more seamless and customized path to purchase for their consumers.

Meeting Shoppers Where They Are

Traditionally, digital media platforms have focused on delivering high volume efficiency strategies to their brand partners. This has led to the prime audience for most campaigns being more densely populated markets – leaving a whitespace among hard-to-reach consumers like those in smaller, rural communities. In a highly saturated market, the 46 million rural U.S. residents (as of 2020) are a critical demographic for brands looking to expand their customer base.

Dollar General’s recently evolved media network, DG Media Network, enables advertisers to both digitally and physically build awareness while driving purchase consideration. With approximately 75% of Dollar General stores serving markets of 20,000 people or less, DGMN creates more meaningful connections between partners and DG shoppers. Dollar General’s first-party data addresses the gap arising from high volume strategies by allowing brands to tap into an unduplicated, extensive, and accelerating reach.

Reaping the Benefits of a Media Network Partner

Brands expect results. They rely on a retail partner who can meet and exceed their goals while delivering near real-time reporting. However, brands face challenges when looking to extend their reach to the hard-to-reach and hard-to-measure customer.

“Working with a retail media network partner who intimately knows their customer is critical for brands when building awareness, driving consideration and generating incremental sales”

By leveraging first-party data in a privacy-first environment, DGMN provide solutions for brands by enabling brands to discern unique buying patterns while leveraging the power of “fill-in” shopping trips. This helps brands engage shoppers digitally and at the point of sale with the largest brick-and-mortar store front of 18,000 stores and counting. Dollar General hosts more than 80 million unique customer profiles, of which 90% can be reached through paid media. This provides over 1,400 available attributes to help brands accurately understand and serve their local communities. DGMN then provides measurable results, through closed loop, one-to-one measurement with both attribution and incrementality to help validate a brand’s investment.

Working with a retail media network partner who intimately knows their customer is critical for brands when building awareness, driving consideration and generating incremental sales. Media networks like Dollar General’s DGMN are helping brands reach the rural consumer and tap into their significant buying power – whether in large or small communities.