One of the most successful retailers in America is the small town oriented Dollar General Store. The value and convenience offered by Dollar General Store focuses mostly on low, middle and fixed income families in rural areas that are not normally served by larger retailers. The current programs used by Dollar General Store helps to bring the consumable basics to their customers at a low price.
Dollar General Store
The mission of Dollar General Store to their “customers is a better life”, their “strategy; a customer-driven distributor of consumable basics”, their “niche; profitable small stores delivering convenience and value” (Dollar General Corporation, 2008a). A better life refers to the fact that the company offers the most popular brands of consumable basics such as; laundry detergent, toilet paper, soap, shampoo, socks and underwear to name a few, at a low price, 30% of the products are $1.00 or less (Keegan, 2005). The company has targeted the small rural areas that are not normally served by larger retailers and the customer focus is on low, middle, and fixed income households. The store accepts cash, checks, PIN-based debit cards, and Visa, Discover, EBT (electronic benefits transfer) and food stamp benefits (Dollar General Corporation, 2008b, ¶ 6). The store offers quality products as well as their own private label, Clover Valley, whose intent is on saving the consumer money (Dollar General Corporation, 2008b, ¶ 4). Dollar General Store has kept their store sizes small compared to those of Wal-Mart, only 9,000 square feet. The company currently has over 8,000 stores in 35 states with reported sales in fiscal year 2007 at $9.5 billion. Dollar General Store currently offers over 5,400 core products from America’s most trusted manufacturers, such as, Procter & Gamble, Kimberly Clark, Unilever, Kellogg’s, General Mills and Nabisco (Dollar General Corporation, 2008c). One of the most admirable things that Dollar General Store offers in the community is different types of literacy grant programs. The company offers grants to programs that support adult literacy; funding to non-profit organizations that provide direct service to adults in need of literacy assistance, back-to-school grants; funding to assist schools in meeting some of the financial challenges, library relief; benefits public school libraries recovering from major disasters, family literacy; funding to family literacy service providers, youth literacy; funding for schools, public libraries and non-profit organizations to help with the implementation or expansion of literacy programs for students who are below grade level or experiencing difficulty reading (Dollar General Corporation, 2008d). Describe company’s current programs: Handling customer complaints
Dollar General Store has a website page that allows for customers to write to the home office at Dollar General Store, Customer Service Department, 100 Mission Ridge, Goodlettsville, Tennessee, 37072, or they can send an email via the website (Dollar General Corporation, 2008e, ¶ 3).
There is always a manager or an assistant manager on duty during store hours to handle complaints. The store offers a full refund or an exchange if the customer is not 100% satisfied with the product (Dollar General Corporation, 2008e). Describe company’s current programs: Providing information about new or existing products
Dollar General Store uses in-store flyers along with website postings to notify customers of new or existing products. Recently, the company announced the use of in-store television advertising by SmartPic Advertising. But with Dollar General fashion, “they are keeping costs down by using smaller screens and their own media player and in-house software” (Word Press, 2008, ¶ 8). Describe company’s current programs: Placing orders
Dollar General Store does not have a website shopping capability. They offer in-store shopping only which helps keep their prices low....
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