Dollar General expands fresh offerings, digital marketing to appeal to higher income shoppers

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“Even prior to COVID, when you start to think about who our core consumer is … our fastest growing segment by our percentage basis was really a higher income consumer,”​ who isn’t “trading down”​ because their financial situation has changed or the pandemic has restricted their options, CEO Todd Vasos told investors last week during Barclays Consumer Staples Conference.​Rather, he said, the shift is the payoff of Dollar General’s hard work in recent years to build out its DG Fresh program by adding more coolers to offer the frozen and refrigerated items shoppers want, as well as rethinking its non-consumable product mix, stepping up its private label offerings and expanding its digital marketing.Expanding fresh​“We’ve done so much work to the box over the last couple of years with our cooler initiatives,”​ which as of the end of 2019 included about 5,500 of the retailer’s stores, he said, noting that the company added coolers to about 12,000 stores by the end of the second quarter and plans to add them to 2,000 more stores by the end of the year.“Our cooler initiative by far continues to be the biggest sales driving initiative that we have, and I would …

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