Dollar General Bolsters Omnichannel Ad Offerings, Insights
Dollar General Media Network (DGMN), the discount retailer’s retail media arm, has made a significant move to more effectively reach its largely rural shopper base through expanded omnichannel ads and attribution insights.
DGMN has partnered with commerce media company Criteo to support its onsite sponsored ad offerings and eventually extend access to newer ad formats later this year.
The partnership will provide Dollar General brand partners access to “premium” inventory and campaign execution through “flexible integrations” with Criteo's self-service demand-side platform (DSP), Commerce Max, according to a statement from Criteo.
Through Commerce Max, Dollar General can leverage first-party data, in-store sales data and broad shopper signals to help advertisers access hard-to-reach rural shoppers across its owned and operated properties. Brands can also directly access DGMN's inventory within their private market via Commerce Yield, Criteo's retailer monetization platform.
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While the majority of purchases are made within the retailer's stores, Dollar General receives a significant amount of web traffic from customers who build their lists online before making their weekly purchases, per the statement. Now with Commerce Max, advertisers can reach this engaged audience during a crucial consideration phase in the shopping journey.
Criteo will also provide DGMN an in-store sales integration within Commerce Max, which provides brands and agencies omnichannel insights into whether sales take place in-store or online.
DGMN to Present at P2PI’s Retail Media Summit on June 27
DGMN’s Charlene Charles, alongside Goodway Group’s Angela Myers, will discuss how budget allocations are shifting, what components shape today's retail media strategies and the factors influencing investments and partnerships. They’ll also unveil findings from a new research report on the "Retail Media Evolution," capturing perceptions and insights from brands, agencies and retailers. Learn more and register now.
"Since launching Dollar General Media Network in 2018, we have made notable investments to continually evolve and grow," Charlene Charles, head of DGMN operations, said in the statement. "Our partnership with Criteo is an extension of our commitment to our customers, particularly those in hard-to-reach, rural areas, creating more meaningful connections to better serve the communities in which we operate."
"Our latest partnership with [DGMN] brings yet another opportunity for agencies and brands that are looking to capitalize on retail media's immense growth, while simultaneously strengthening our network of retailer media providers," Sherry Smith, executive managing director, Americas at Criteo, added. "We are excited to empower [DGMN] partners to reach high-intent shoppers in real-time and optimize their omnichannel campaigns."
Earlier this year, Albertsons Cos. teamed up with Criteo to support nearly the same enhancements for its retail media arm, Albertsons Media Collective.
In February, Dollar General grew its in-store media solutions for brand partners through an expanded partnership with Neptune Retail Solutions, making the retail marketing firm the exclusive in-store media provider for Dollar General’s now 20,000 stores.
