Behind Dollar General's Strategy to Dominate Rural America | WSJ The Economics Of
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- Dollar General sells cheap goods to a small customer base.
- Stores are often found in remote, rural areas.
- This strategy helps Dollar General succeed in America’s countryside.
- They expand far from big stores like Walmart.
- Costs are kept low by leasing stores and paying low wages.
- They sell a limited range of products, some not even a dollar.
- Dollar General combines different retail models.
- It’s one of the fastest-growing retailers in the US.
- Last year, they made over 30 billion dollars.
- They open about two and a half stores daily.
- There are more Dollar Generals than Walmarts or McDonald's in the US.
- Over 17,000 stores are in the country.
- Stores are usually on quiet roads, near farms or small communities.
- Most serve towns with fewer than 20,000 people.
- They look for areas with limited shopping options.
- They target low to middle-income households.
- Stores are often leased, not bought.
- They buy in bulk but don’t sell much fresh produce.
- Inside, stores are simple with metal shelves and bright lights.
- They keep wages low, paying around $16,000 a year.
- They employ many part-timers with minimal staff.
- Prices are very cheap, sometimes under a dollar.
- Critics say they hurt local small businesses.
- Dollar General claims they serve customers without other options.
- Many shoppers find great deals, like items for a penny.
- The company grew 16% during the pandemic.
- They plan to open about a thousand new stores this year.
- Expansion is quick and inexpensive due to small stores.
- They’re trying new things, like fresh food and urban stores.
- They’re launching Pop Shelf, a new chain for suburban customers.
- Pop Shelf sells fun items like decorations and party supplies.
- The company says this isn’t a shift away from their main strategy.
- They aim to serve diverse customers in urban, rural, and suburban areas.
- Still, their main customers are small-town shoppers with few options.