Dollar General Tries To Entice New Customers

Goodlettsville, Tenn.—In a recent second-quarter conference call, executives at Dollar General stated that based on levels of promotional activity for back-to-school in August, the coming holiday season won't be any less promotional than last year.

"There's no question that we need to market and pull customers into our format," said David Perdue, Dollar General CEO and chairman. "We also need to communicate our message to non-typical customers who don't know that we are not the typical discount store and have various price points and replenishment items."

Dollar General also added that it will play around with layouts and locations of stores, expand its geography, intensify merchandising in home décor and work with perishable items for its new coolers. The company recently added distribution centers in Indiana and South Carolina.

In addition, Dollar General has just introduced gift cards and its EZstore project will be rolled out to half its stores by year's end.