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Dollar General Puts Emphasis on Rural Shoppers by Enhancing Retail Media Network

Dollar General is enhancing its retail media network, DGMN, to better serve rural communities through the use of first-party data. DGMN helps Dollar General provide access to real-time data with trusted brands, to help them serve DG’s customer base across more than 18,000 stores in 47 states, delivering more than two billion transactions annually.

Approximately 75% of Dollar General stores serve markets of 20,000 or fewer people, and DGMN’s solutions are designed to create more meaningful connections between the retailer’s partners and customers by engaging with hard-to-reach customers that are often overlooked with traditional digital marketing tactics. DGMN can help companies reach more than 90% of active Dollar General customers through paid media.

“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 Dollar General Media Network 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.”

Retail media networks have been gaining popularity as retailers look for alternative revenue sources to help them weather supply chain challenges and rising inflation. Other retailers that have either introduced or enhanced existing media networks include:

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  • Ulta Beauty, which launched UB Media with promises to offer brands “addressable advertising” opportunities to reach its community of 37 million Ultamate Rewards members;
  • Nordstrom, which expanded the Nordstrom Media Network to include off-site channels including paid social and display ads, YouTube video, search and shopping ads and affiliate campaigns;
  • Petco, which partnered with retail media platform CitrusAd to help partners launch sponsored product and display media campaigns across its ecommerce, desktop and mobile platforms; and
  • AutoZone, which launched a new retail media platform powered by Quotient to offer targeted, personalized marketing campaigns leveraging the retailer’s first-party data from loyalty and CRM customer profiles.

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