Unlocking Synergies between Digital and Stores: Dollar General's Journey to Personalization at Scale

Produced by


Paul Bucalo

Senior Director of Marketing & Ad Technology
Dollar General Corporation

Marta Frattini

Director, Industry Strategy & Marketing (ISM) - Retail, Adobe

Charlene Charles

Head of Operations, DG Media Network
Dollar General

Will Pickard

Senior Manager, Customer & Marketing
Deloitte LLP

In this captivating discussion hosted by Adobe, industry experts from Dollar General, Deloitte, and Adobe provided insights into Dollar General's ambitious mission to seamlessly blend digital and in-store experiences. With Dollar General's rapid expansion, opening three new stores daily, the focus has shifted towards leveraging digital technologies to engage their predominantly in-store customer base. The session delved into Dollar General's strategy of implementing a cutting-edge customer data platform (CDP) and marketing stack to deliver personalized experiences at scale, ensuring value realization for both immediate and long-term objectives.

Paul Bucalo, Senior Director of Marketing and Ad Technology at Dollar General, set the stage by outlining their approach to innovation, emphasizing the importance of business-led, technology-enabled initiatives. "My team is focused on strategy for owned and paid channels, digital properties, personalization, and first-party data," Paul remarked, highlighting their commitment to leveraging technology for strategic growth.

Charlene Charles, Head of Operations for DG Media Network at Dollar General, shared her personal connection to the brand, growing up in rural Arkansas, where Dollar General served as a cornerstone of the community. She emphasized Dollar General's role in saving both time and money for consumers, particularly in underserved rural markets. She talked about the importance of integrating customer views across different marketing efforts. "We are very much trying to help them save time and money," Charlene affirmed, underscoring the brand's commitment to its customers.

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Will Pickard, Senior Manager at Deloitte, provided valuable insights into the challenges and opportunities presented by Dollar General's ambitious growth plans. Acknowledging the brand's unique position in reaching digitally engaged yet predominantly offline consumers, Will highlighted the importance of personalization in driving customer loyalty and increasing revenues.

As the discussion unfolded, Marta Frattini, Director of Industry Strategy & Marketing (ISM) - Retail at Adobe, facilitated a deep dive into Dollar General's strategic priorities and technological investments. Paul emphasized the significance of clean data as the foundation for their initiatives, highlighting the implementation of a Snowflake data lake to consolidate and manage their data effectively.

The conversation further explored Dollar General's partnership with Adobe and Deloitte, with Paul underscoring the importance of selecting partners with a track record of delivery and innovation. "Both of our partners had a track record of delivery for their clients," Paul noted, emphasizing the collaborative approach taken in evaluating and implementing technology solutions.

Reflecting on early successes, Paul highlighted the revamp of their Adobe Analytics platform and the launch of in-store push notifications as key milestones. These initiatives underscored Dollar General's commitment to delivering personalized experiences to its customers, driving engagement and loyalty.

Throughout the discussion, key themes emerged, including the importance of collaboration, pragmatism, and customer-centricity in driving successful digital transformations. Charlene emphasized the need to involve non-IT stakeholders early in the process to ensure alignment and understanding of objectives.

Paul encouraged attendees to explore opportunities at Dollar General, emphasizing the brand's innovative approach to solving complex business challenges. Charlene stressed the importance of simplicity and pragmatism in driving digital initiatives, while Marta highlighted the criticality of planning for both present value and future scalability.

Overall, the session presented a deeper understanding of Dollar General's journey to unlock the synergies between digital and in-store marketing, inspired by the brand's commitment to innovation and customer-centricity.

MAR 2024