Dollar General的新连锁商店瞄准富裕消费者
Dollar General正在瞄准富裕消费者，开辟全新获客渠道。
作为一家成长迅速的折扣零售连锁企业，Dollar General目前在全美拥有16300家门店。10月8日，该公司宣布将于未来几周在纳什维尔附近率先开设两家“popshelf”连锁门店，并计划在首个财年开设总计30家门店。“popshelf”主营家居饰品、派对用品等非必需商品，其理念在于触达那些对Dollar General不感兴趣的客户群体，满足他们的购物需求。
该公司表示，“popshelf”目标客户群的家庭收入可达12.5万美元，远高于Dollar General门店现有目标客户群5万美元的家庭收入。但这并不意味着Dollar General打算将自己改造为购物街版的尼曼百货商场，“popshelf”95%的在售商品定价不超过5美元，因此其在价格方面与Dollar General现有门店并无太大区别。
两者不同之处在于商品种类，“popshelf”的商品更加多样化，既有美容产品、家居用品、圣诞装饰品，也有手工艺品甚至冷肉拼盘等派对食品。Dollar General表示，为营造T.J. Maxx等连锁店那种广受好评的“淘宝”氛围，培养回头客，“popshelf”将提供多种限时商品。“popshelf”的门店面积为800多平米，比一般的Dollar General门店略大。
可以说，Dollar General是新冠疫情最大的赢家之一，上季度其销售额增长了24.4%至87亿美元，销售额已经超过梅西百货。Dollar General提供的生活必需品（如卫生纸、清洁用品等）价格低廉，其食品种类也较几年前也有所增加，加之距离社区较近，因而吸引了众多消费者。这种小商店通常多位于农村地区，但近年来正越来越向城市靠拢。
然而，Dollar General的首要任务之一仍然是在保留核心低收入消费者的同时吸引更多的中产阶级消费者。正如《财富》杂志去年在一篇专题文章中详细描述的那样，要想实现这一目标，该公司需要对门店进行重新装修、增加美容产品、全面调整星巴克、乐高等门店品牌与商品，并在一些门店增加水果、肉类等生鲜食品。
但对Dollar General而言，在触达新客的同时平衡低收入客户的需求、避免疏远这一核心客群无疑是一件微妙的任务，也正是在此背景之下，“popshelf”应运而生。Dollar General发现，即便仍然提供低价商品，通过创建与自己同名商店不同的新品牌仍然可以有效扩大自己的客群网络。
鉴于Party City及诸多大型连锁药店等竞争对手当前处于弱势地位，现在推出全新品牌对Dollar General而言无疑更加有利，此举还有助于Dollar General与Dollar Tree展开更加直接的竞争。Dollar Tree所售商品全部标价1美元，并提供各种派对用品和廉价的派对食品，其增长速度近年有所放缓。
Dollar General的首席执行官托德•瓦索斯在一篇新闻稿中说：“我们很高兴能够在公司势头正劲时推出popshelf。”他还补充道，“popshelf”将“引起新顾客的共鸣”，如果发展理想，“popshelf”将为这家连锁企业带来更多的顾客与营收。（财富中文网）
译者：梁宇
审校：夏林
Dollar General正在瞄准富裕消费者，开辟全新获客渠道。
作为一家成长迅速的折扣零售连锁企业，Dollar General目前在全美拥有16300家门店。10月8日，该公司宣布将于未来几周在纳什维尔附近率先开设两家“popshelf”连锁门店，并计划在首个财年开设总计30家门店。“popshelf”主营家居饰品、派对用品等非必需商品，其理念在于触达那些对Dollar General不感兴趣的客户群体，满足他们的购物需求。
该公司表示，“popshelf”目标客户群的家庭收入可达12.5万美元，远高于Dollar General门店现有目标客户群5万美元的家庭收入。但这并不意味着Dollar General打算将自己改造为购物街版的尼曼百货商场，“popshelf”95%的在售商品定价不超过5美元，因此其在价格方面与Dollar General现有门店并无太大区别。
两者不同之处在于商品种类，“popshelf”的商品更加多样化，既有美容产品、家居用品、圣诞装饰品，也有手工艺品甚至冷肉拼盘等派对食品。Dollar General表示，为营造T.J. Maxx等连锁店那种广受好评的“淘宝”氛围，培养回头客，“popshelf”将提供多种限时商品。“popshelf”的门店面积为800多平米，比一般的Dollar General门店略大。
Dollar General瞄准富裕阶层的消费者，全新推出“popshelf”连锁商店。
可以说，Dollar General是新冠疫情最大的赢家之一，上季度其销售额增长了24.4%至87亿美元，销售额已经超过梅西百货。Dollar General提供的生活必需品（如卫生纸、清洁用品等）价格低廉，其食品种类也较几年前也有所增加，加之距离社区较近，因而吸引了众多消费者。这种小商店通常多位于农村地区，但近年来正越来越向城市靠拢。
然而，Dollar General的首要任务之一仍然是在保留核心低收入消费者的同时吸引更多的中产阶级消费者。正如《财富》杂志去年在一篇专题文章中详细描述的那样，要想实现这一目标，该公司需要对门店进行重新装修、增加美容产品、全面调整星巴克、乐高等门店品牌与商品，并在一些门店增加水果、肉类等生鲜食品。
但对Dollar General而言，在触达新客的同时平衡低收入客户的需求、避免疏远这一核心客群无疑是一件微妙的任务，也正是在此背景之下，“popshelf”应运而生。Dollar General发现，即便仍然提供低价商品，通过创建与自己同名商店不同的新品牌仍然可以有效扩大自己的客群网络。
鉴于Party City及诸多大型连锁药店等竞争对手当前处于弱势地位，现在推出全新品牌对Dollar General而言无疑更加有利，此举还有助于Dollar General与Dollar Tree展开更加直接的竞争。Dollar Tree所售商品全部标价1美元，并提供各种派对用品和廉价的派对食品，其增长速度近年有所放缓。
Dollar General的首席执行官托德•瓦索斯在一篇新闻稿中说：“我们很高兴能够在公司势头正劲时推出popshelf。”他还补充道，“popshelf”将“引起新顾客的共鸣”，如果发展理想，“popshelf”将为这家连锁企业带来更多的顾客与营收。（财富中文网）
译者：梁宇
审校：夏林
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The discount retailer said on October 8 it was opening the first two stores in its new 'popshelf' chain in the coming weeks near Nashville, and will open a total of 30 in the first fiscal year. The idea behind the chain: selling non-essential items like home décor and party items, while catering to a clientele that might balk at shopping at a Dollar General, the fast growing deep discount chain that now has 16,300 stores across the U.S.
The company said 'popshelf' would be targeted at households with income as high as $125,000, well above the $50,000 mark that is typical of the Dollar General customer. That's not to say Dollar General is refashioning itself as a strip mall version of Neiman Marcus: 95% of items will be priced for $5 or less, so not that different from a Dollar General.
What will be different will be the products, which will be more discretionary, like beauty products, items for the home, Christmas decorations, supplies for crafts and even some food items for parties, such as charcuterie plates. And Dollar General says 'popshelf' will offer many limited-time items to foster the 'treasure hunt' ethos that has served chains like T.J. Maxx so well and spurred repeat visits by shoppers. At 9,000 square feet, the 'popshelf' stores will be slightly bigger than a typical Dollar General.
Dollar General, now a larger retailer than Macy's by sales, has been one of the biggest winners during the pandemic, with shoppers drawn to its low prices, essentials like toilet paper and cleaning products, its improved food assortment compared to just a few years ago, and small stores close to home, historically in rural areas but increasingly near cities in recent years. Last quarter, sales rose 24.4% to $8.7 billion.
Yet one of its big priorities has been to attract more middle class shoppers without losing its core lower income shoppers. As Fortune detailed in a feature last year, that has included remodeled stores, more beauty products, an overhaul of store brands and items like Starbucks and Lego products and more fresh food, including fruit and meat in some stores.
But it's a delicate balance to reach for those new customers without alienating or confusing the low income shopper that is Dollar General's bread and butter, hence the 'popshelf' idea. Dollar General has found it could cast its net wider by created a distinct brand from its namesake stores, even with items are are still inexpensive.
The moment is all the more propitious given the weakness of rivals like Party City and the large drugstore chains. The move could also help Dollar General compete more directly with Dollar Tree, which sells all items for $1 and has a large assortment of party supplies and inexpensive food for parties. Dollar Tree's growth has slowed in recent years.
"We are excited to introduce popshelf from a position of strength," Dollar General CEO Todd Vasos said in a press release. He added that 'popshelf' would "resonate with new customers"—and ideally garner the chain more customers with more dollars at their disposal.
