Dollar General Expands In-Store Media Offerings

New solutions include signage on front-of-store bollards, security pedestals and basket liners as well as in-aisle category engagements that link the digital and physical experiences.
Jacqueline Barba
Digital Editor
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Dollar General has grown its in-store media solutions for brand partners through an expanded partnership with retail marketing firm Neptune Retail Solutions (NRS).  

The move makes NRS the exclusive in-store media provider for Dollar General across its more than 19,000 stores and builds upon the duo’s longstanding relationship that also includes digital incentives through the DG mobile app as well as custom printed in-store circulars and FSI inserts.

Through this expansion, NRS and Dollar General have introduced a “premium” selection of proprietary solutions to elevate brand visibility/awareness, influence consumer behavior and “more seamlessly” connect the digital and in-store experience, according to a media release.  

The selection spans new signage on front-of-store bollards, security pedestals and basket liners as well as in-aisle category engagements such as shelftalker signs with optional coupon tear pads. 

Dollar General has also adopted NRS’ Connected Shelf solution, which launched in 2020 and directly connects shoppers to digital incentives that influence final purchase decisions being made right at the shelf.

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Charlene Charles, head of media network operations at Dollar General, said in the release that this expansion with NRS reflects the discount chain’s “organizational priority” to offer its brand partners the “most effective omnichannel tools that drive incremental sales” in stores.   

"We are grateful for Dollar General's trust in our comprehensive suite of omnichannel solutions and are excited to apply our tactical strategies throughout every stage of [its] shoppers' journey, accelerating profitable sales growth for both DG and advertisers," Bill Redmond, CEO, NRS, added.

This expansion extends NRS' in-store network to more than 65,000 retail locations across the U.S. and Canada. The firm's other retailer partners include Ahold Delhaize, Albertsons Companies, CVS Heath, Family Dollar, Kroger, Loblaws, Publix, Rite Aid, Southeastern Grocers and Walgreens.