Dollar General Corporation · NYSE:DG
Dollar General — Investor Presentation (February 2015)
39 slides from Dollar General's investor presentation, February 2015
Slide 1: Convert the DG Shopper Into Today
Convert the DG Shopper Into Today
Slide 2: Why Advertise On DollarGeneral.com
Why Advertise On DollarGeneral.com DollarGeneral.com shoppers engage in many 1 online activities across multiple screens and are more likely than the average dollar channel shopper to: 1 • Shop online • Purchase online • Use online coupons (paid & free service) DID YOU KNOW? Digital shoppers bring h
Slide 3: Understanding the Dollar General Shopper
Understanding the Dollar General Shopper of visitors are of visitors 71% FEMALE 56% are between the ages of 35-64 HOUSEHOLD INCOME 55,900 52% Have Children 46% are MARRIED 19% with 3 members 28% with 4 members 18% with 5+ members Source: comScore, Demo. Profile Report, Multi-Platform, Dec. 2014.
Slide 4: Convert the Dollar General Shopper Into Your Customer Today
Convert the Dollar General Shopper Into Your Customer Today 11,000 Stores Ranks among the largest of top-quality brands made by America’s most trusted manufacturers!2 2,700 1.7MM transactions per store, per week across2 Dollargeneral.com reaches 40states! 2.5MM Serving 35MM visitors per month1 mobil
Slide 5: Reach More of Your Ideal Shoppers With Our Multi-Channel Advertising Solutions
Reach More of Your Ideal Shoppers With Our Multi-Channel Advertising Solutions 60 % ofdevices consumers use multiple to discover, explore, purchase and engage on their own terms. Grab their attention on DollarGeneral.com Tie it all together Continue the conversation with with mobile Audience Extensi
Slide 6: Reach Shoppers With DG 360 Digital Opportunities
Reach Shoppers Looking For Popular Brands At Everyday Low Prices With DG 360 Digital Opportunities. Integrate Your Branded Content Into The DG Shopping Experience ON-SITE Coupons Launch Dollar General Specific Online Coupons To Drive Awareness, Trial and Conversion Of Your New Or Existing Product. E
Slide 7: Target Your Shopper Off-site While Browsing
Target Your Shopper Off-site While They Are Browsing And Engaging In Other Online Activities. Feature Your Product And Custom Video While DollarGeneral.com Consumers Are Engaged In Other Relevant Brand Content OFF-SITE Audience Extension Reach Your Shopper While They are Researching And DG Mobile Ap
Slide 8: Search Term Targeting
Search Term Targeting Target your shoppers through highly relevant search terms and direct them to your product or brand page within the “results” page of the DollarGeneral.com site. Top Category Searches 1. Household 2. Food 3. Cleaning 8
Slide 9: Dollar General Specific Coupons
Dollar General 67% of DG.com Specific Coupons* traffic comes Digital or Print Available. from mobile. To drive awareness, trial and conversion of your new or existing product. Available both on-site and via the mobile app. Promoted via DG: On-site • Coupon Center (print or add to phone) • Website Ba
Slide 10: Custom Video & Sponsorships
Custom Video & Sponsorships* Showcase your new or existing DG product with your own custom video series. Feature in your brands: 1. Brand Showcase 2. In-Banner 3. e-Circular CUSTOM VIDEOS Clorox Aloha Breeze Scented Bleach Lysol Power & Fresh Cleaner Coca-Cola Holiday Arm & Hammer Laundry Detergent
Slide 11: Email Integration
Email Integration* Feature your brand within these DG email distributions: 1. DG Friday Blast 2. Advertiser Exclusive Brand Feature Reach more than 700K loyal DG shoppers with your custom message 3. Seasonal Content Feature and take advantage of this premium 4. DG Bi-weekly Blast opportunity now. B
Slide 12: Key Seasonal Features
Key Seasonal BRAND MESSAGE Features Content-rich seasonal features heighten awareness of merchandise RECIPES and branded shopping solutions. VISIT OUR SEASONAL SOLUTIONS CUSTOM VIDEO Summer Seasonal Summer/Outdoor Back-to-School/College Fall Football Halloween TIPS & Holidays COUPONS 12
Slide 13: DG Easy Meals
DG Easy Meals Opportunities: 1. Brand Overview Custom Sponsorships 2. Advertiser Lockout 3. Custom Video 4. Custom Skins 5. Sponsored Content View Coke Example 13
Slide 14: Static Brand Pages
Brand Pages STATIC Brand Page $10K Standard page that highlights your brand’s products and offers. Features • POVs now extend the full width of the page • Single or multi-product brand message on each POV • Highly engaging call-to-action VIEW EXAMPLE 14
Slide 15: Interactive Brand Pages
Brand Pages INTERACTIVE Brand Pages $15K PRIMETIME Give your custom- produced Triad video (or supplied video) the leading role on your page. Option to reach shoppers everywhere with HTML 5 video that plays right in HOT SPOT your email blast. (Up to 3) When you have a lot to say but want to VIEW EXAM
Slide 16: Interactive Brand Pages
Brand Pages INTERACTIVE Brand Pages $15K VIEW EXAMPLE CAROUSEL Sliding functionality INTERACTIVE TABS rotates through 3 to 5 This type of interaction allows for multiple of your product’s best products/product lines or features to be features to tell a displayed within unique branded deeper story. t
Slide 17: Enhanced Tabs Brand Page
Brand Pages ENHANCED TABS Brand Page $20K ENHANCED TABS Tabs on steroids. Rather than just a changing POV, the entire brand page swipes with more content and features relevant to a specific product. VIEW EXAMPLE 17
Slide 18: Deep Dive Brand Page
Brand Pages DEEP DIVE Brand Page $21K Showcase your product in-depth with an interactive page that progressively reveals product features as you scroll down the page. This type of page would be great for projects with a lot of content and can feature multiple interactive elements on the page creatin
Slide 19: The Share'N'Save Experience
The Share‘N’Save Experience After the customer enters their name and email address, they chose which social network to share the page. Once the page has been shared, the coupon is available for the shopper to print at home and redeem in store at their nearest Dollar General.
Slide 20: Engage Your Shopper With Mobile
ENGAGE YOUR SHOPPER WITH MOBILE Feature your brand while your shopper is on-the-go! Reach your target shopper by featuring your brand in the DG mobile app and site experience. 1.7M users accessed Dollargeneral.com exclusively on their mobile device 67% of DG.com shoppers used a mobile device to acce
Slide 21: Co-Mobis
CO-MOBIS Enhanced Targeting and Co-Branding with Dollar General • Co-branded, retailer/advertiser mobile ads targeted to both smartphones and tablets • Reaches shoppers on the comScore Top 100 sites and applications • Drives NEW traffic to the site! Co-branded placements get 15-75% higher CTR • Util
Slide 22: Social Media Engagement: Extend Your Reach
SOCIAL MEDIA ENGAGEMENT Extend Your Reach Integrate your brand into the DG facebook media space by including your product in the promoted posts and/or developing a custom app to feature your brand and engage your shopper! 75% of consumers said product information found on social channels influenced
Slide 23: Social Media Engagement
SOCIAL MEDIA ENGAGEMENT Integrate your brand into the Dollar General Twitter communications strategy and reach new potential shoppers off-site. “46% of U.S. executives said that an increase in brand advocates was one of the most important benefits of social media.” - Branderati.com 23
Slide 24: Retail Social Media
SOCIAL Retail Social Media Customize a game, quiz or interactive tab on the Dollar General’s Facebook page. 24
Slide 25: Audience Extension: Extend Your Reach
AUDIENCE EXTENSION Continue the conversation with your shopper while they are researching and browsing other sites. Increase your digital ad scale. Audience Extension enables your brand to reach the Dollar General audience while they are visiting other brand-safe websites. Packaged with your on-site
Slide 26: Audience Extension
AUDIENCE EXTENSION Brands serve targeted ads to 2 chosen A way to increase your User visits Dollargeneral.com digital ad scale. Dollargeneral.com, audience segments as they browse browses and is grouped other sites. You can make your digital shopper marketing 1 in an audience segment program 2x, 3x
Slide 27: Audience Discovery
AUDIENCE DISCOVERY Brands serve targeted ads to 2 chosen off-site A way to find new audiences. User browses the audiences. web and based on Enable your brand to reach your target browsing behavior, is audience utilizing Triad Retail Media’s third- 1 grouped in an party data partnerships. Through con
Slide 28: Blog, Twitter, Facebook Combo Campaigns
Blog, Twitter, Facebook Combo Campaigns The best of short- and long-term social reach in one package Blogs • Extend the lifespan of the social buzz • Speak to targeted audiences via a trusted source • Add high-quality links to the experience + Twitter • Maximizes out-of-the-gate performance • Levera
Slide 29: Let's Get Started
Let’s Get Started FEATURE YOUR BRAND AND INTEGRATE YOUR PRODUCT ON DOLLARGENERAL.COM Contact your Account Director to discuss DG360 media & custom content planning today. ENGAGE YOUR SHOPPER WITH EXPERT BRANDED CONTENT & VIDEOS Work with our experienced Account team to develop custom branded content
Slide 30: Example Media Packages
Example Media Packages 30
Slide 31: General Digital Media Packages
General Digital Media Packages Option 1 Option 2 Responsive Brand Page & Banner Production Responsive Brand Page & Banner Production DG.com Media Impressions, approx. 500k DG.com Media Impressions, approx. 400k Facebook Promoted Post, approx. 996k reach Facebook Promoted Post, approx. 564k reach Ema
Slide 32: Katie Allina, Account Executive, Triad Retail Media
Katie Allina Account Executive, Triad Retail Media www.triadretail.com Phone | 727.914.2019 Email | kallina@triadretail.com 32
Slide 33: Appendix
APPENDIX 33
Slide 34: Dollargeneral.com Visitors Are Similar To In-Store Shoppers
Dollargeneral.com Visitors Are Similar To In-Store Shoppers Similar presence of lower income households and married couples Consumers Demographics 2013 DG Survey 19% 18% 26% 18% 12% 8% DG SITE VISITOR 18% 18% 26% 18% 13% 9% DG SITE PURCHASER 25% 14% 22% 18% 10% 11% DG IN-STORE SHOPPER <$20k $20-29.9
Slide 35: Dollargeneral.com Consumers Engage in Many Online Activities
Dollargeneral.com Consumers Engage in Many Online Activities The majority of consumers pay bills, use coupons and purchase online today Consumers’ Online Activities Past 90 Days, 2013 DG Survey 120% 100% 94% 96% 95% 91% 92% 90% 84% 84% 85% 85% 88% 80% 80% 73% 70% 67% 61% 60% 40% 32% 31% 29% 28% 20%
Slide 36: DG Visitors Spend More Online Than Average
DG Visitors Spend More Online Than Average DG visitors are more likely to spend than the average consumer, offering opportunity Claimed Online Spending (Past 90 Days) 2013 DG Survey 100% 3% $1000+ 5% 6% 7% 6% 90% 10% 11% $501-1000 14% $201-500 80% 21% $101-200 70% 26% 28% $51-100 33% $31-50 60% 20%
Slide 37: Heavy Crossover of DG Shoppers to Amazon
Heavy Crossover of DG Shoppers to Amazon Overall, DG site visitors are actively visiting many other online retailers Audience Overlap by Retailer Netview Panel, July 2013 SITE 7.8 1.6 1.6 6.1 15.7 21.5 35.6 83.9 2.8 2.7 14.7 31.6 34.5 43.9 80.3 12.9 14.9 19.3 32.5 46.7 75.9 79.2 12.5 14.9 11.0 28.8
Slide 38: Heavy Crossover of DG Shoppers to Amazon
Heavy Crossover of DG Shoppers to Amazon Overall, DG site visitors are actively visiting many other online retailers Audience Overlap by Retailer Netview Panel, July 2013 SITE 7.8 1.6 1.6 6.1 15.7 21.5 35.6 83.9 2.8 2.7 14.7 31.6 34.5 43.9 80.3 12.9 14.9 19.3 32.5 46.7 75.9 79.2 12.5 14.9 11.0 28.8
Slide 39: The Power of Digital
As e-Commerce Sales Continue to Grow, Stores Sales Are Increasingly The Power Influenced by an Online Presence. of Digital US Retail Sales (excludes financial services)1 It’s estimated that 9% nearly 50¢ Online Sales of every dollar spent 52% 2011E at retail stores in 2014 Online Influenced Offline
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