Dollar General has announced that its media network, Dollar General Media Network, will undergo a shift to better serve its markets. Debuted in 2018, DGMN focused on generating growth for the store’s advertising partners by exceeding benchmarks and industry standards.
Dollar General provides brands access to real-time data through DGMN to better facilitate meaningful interactions across the company’s 18,000+ stores, according to the retailer. Paid media through DGMN allows companies to reach over 90 percent of the Dollar General customer base, helping to engage markets with hard-to-reach customers potentially overlooked with traditional marketing tactics.
“The next iteration of Dollar General’s retail media network, DGMN, is a significant evolution as we look to better serve our markets and customers, particularly those in rural areas, with the brands and products they desire,” said Charlene Charles, head of DGMN operations, in a statement. “Typically, digital platforms focus their delivery on high volume efficiency plays, which naturally skew to more densely populated markets for optimization. DG’s first-party data addresses this gap, allowing brands to tap into our unduplicated, extensive, and accelerating reach.”
DGMN now includes 21 advertising partners, representing brands like Unilever, General Mills, and Hershey’s.
“From the onset, DGMN has been a truly collaborative partner, continually working to build capabilities and drive our mutual business,” said Jayme Jansky, head of field shopper marketing at Unilever, in a statement. “Together with DGMN, we can develop campaigns rooted in data-driven insights to strategically connect with and convert key audiences among their growing marketable profiles.”
In addition to DGMN, Dollar General has other digital offerings like self-checkout, pickup, digital coupons, cart calculator and shopping list, and digital rewards.
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