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Dollar General Corporation

Gold Stevie Award Winner 2012, Click to Enter The 2014 American Business Awards

Company: Dollar General Corporation
Company Description: Dollar General Corporation is the nation's largest small-box discount retailer. We make shopping for everyday needs simpler and hassle-free by offering a carefully edited assortment of the most popular brands at low everyday prices in small, convenient locations. Dollar General ranks among the largest retailers of top-quality brands from America's most-trusted manufacturers.
Nomination Category: Company / Organization Awards Categories
Nomination Sub Category: Company of the Year - Retail

Nomination Title: Dollar General Corporation

Tell the story about what this nominated organization achieved since January 1 2012 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Dollar General has evolved into a one-stop shopping store for value-seeking shoppers, competing with big box discount chains, convenience stores and supermarkets. The company is the largest chain in the US with more than 10,000 stores and is poised for continued growth with:

New Mix of Products

• Adding coolers to stores, Dollar General now offers everyday necessities like milk, eggs, and other perishables.  The inclusion of perishables has increased the average basket size by 60% and perishables account for about 18% of revenue.
• In some stores Dollar General will sell cigarettes and alcohol starting in 2013 to attract new traffic..
• New deals with Foster Grant, Nestle and Dryers and other well known premium brands are attracting ‘trade down” shoppers who recognize the consistent value and quality now available.
• The company is also seeking a new mix of branded toys at discounted prices.

Convenient Location

• Many Dollar General Stores are located right in the communities they serve, closer to customers’ homes, adding the convenience of a short trip that also has the product mix they need for a one stop shop.
• Dollar General’s real estate is less expensive than their bigger competitors and requires a minimal investment to open, leading to faster profitability and a competitive edge.

Better Brand Recognition

• In 2012, the company increased promotional activities “Save Time, Save Money, Every Day”, increasing traffic and transaction sizes per visit.
• Surveys conducted in 2008 and 2012 revealed a greater acceptance of the Dollar General brand with only 7% now having a negative view of the chain versus 23% in 2008.
• The weak recovery of the economy has also attracted many ‘trade down” middle class and upscale shoppers looking for greater purchasing power.
• The company is also running weekly ads for grocery markets and offers coupons like the larger competitors.

New Stores

• In 2011 and 2012, the company added larger format stores , Dollar General Markets and Dollar General Plus Stores including more offerings to appeal to the middle class and upscale shoppers as a viable alternative with wider aisles and greater “shoppability” . The new stores are more like traditional grocery stores with perishables and daily necessities at competitive prices.
• The new stores provide an opportunity for Dollar General to locate in communities underserved by grocery markets, a key element of the growth strategy.

New markets

• In 2012, the company opened its first stores in California and opened new stores in the Northeast
• In 2012, The Company announced plans to build new distribution facilities in Pennsylvania and California to keep pace with their growth, bringing the total to 13 warehouses. 

Going Forward

Dollar General is now a growth mainstay in the retail industry as the new one-stop shopping destination for daily necessities — and discretionary-type purchases.   “Dollar General’s continued growth reflects our customers’ increasing satisfaction with our everyday low prices and convenience,” Rick Dreiling, Chairman and CEO, said in a statement. “Further, 2013 will mark another growth milestone as we plan to open the organization’s 11,000th store before the year’s end when we will begin our 75th anniversary in 2014.”

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Provide a brief (up to 125 words) biography about the leader of this nominated organization:

Richard W. Dreiling joined Dollar General, the leading small-box retailer, in January 2008 as CEO, and was named chairman of the board in December 2008. He spearheaded the company's re-emergence as a public company through a successful Initial Public Offering on the NYSE November 13, 2009.

In 2011, Dreiling was named "Retailer of the Year" by Mass Market Retailer for his transformation of Dollar General into a major retail force. Dreiling was also listed among Supermarket News "Power 50 Retailers" for 2011 and 2012 and named “CEO of the Year” by the Retail Leader in 2012.

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