LAS VEGAS – Retailers that sell advertising seek to differentiate themselves with extensive information about the buying habits of their customers. Discount chain Dollar General has 90 million reachable consumers with its DG Media Network.

“Dollar General Media Network was born out of a problem that we were trying to solve for DG’s marketing,” Molly Hjelm, head of ad sales at Dollar General’s DG Media Network, said in this interview with Beet.TV contributor Tameka Kee at Shoptalk. “When we were executing advertising, we were actually optimizing our own customers out of our media. We were not reaching our own customer.”

The insight helped to guide its first-party data strategy, including a loyalty program that creates greater value for customers. Dollar General’s efforts also provided incremental value to advertisers who weren’t able to reach the retailer’s customers or were optimizing them out of their media plans.

“We’ve had a commitment since day one of launching our media network to providing closed-loop test versus control incremental results back to our partners,” Hjelm said. “We have this late-mover advantage. We’re a more recent retail media network, and so, we knew from the start how important that was to be able to prove the effectiveness.”

You’re watching “Retail Media: Let’s Talk Shop,” a Beet.TV Leadership Series at Shoptalk 2024, presented by Epsilon. For more videos from this series, please visit this page.