Dollar General的新連鎖商店瞄準富裕消費者
王波非（Phil Wahba）
2020-10-14
Dollar General正在瞄準富裕消費者,，開辟全新獲客渠道,。
作為一家成長迅速的折扣零售連鎖企業(yè)，Dollar General目前在全美擁有16300家門店,。10月8日,，該公司宣布將于未來幾周在納什維爾附近率先開設(shè)兩家“popshelf”連鎖門店，并計劃在首個財年開設(shè)總計30家門店,?！皃opshelf”主營家居飾品、派對用品等非必需商品,，其理念在于觸達那些對Dollar General不感興趣的客戶群體,，滿足他們的購物需求。
該公司表示,，“popshelf”目標客戶群的家庭收入可達12.5萬美元,，遠高于Dollar General門店現(xiàn)有目標客戶群5萬美元的家庭收入。但這并不意味著Dollar General打算將自己改造為購物街版的尼曼百貨商場,，“popshelf”95%的在售商品定價不超過5美元,，因此其在價格方面與Dollar General現(xiàn)有門店并無太大區(qū)別。
兩者不同之處在于商品種類,，“popshelf”的商品更加多樣化,，既有美容產(chǎn)品、家居用品,、圣誕裝飾品,，也有手工藝品甚至冷肉拼盤等派對食品。Dollar General表示,，為營造T.J. Maxx等連鎖店那種廣受好評的“淘寶”氛圍,，培養(yǎng)回頭客，“popshelf”將提供多種限時商品,?！皃opshelf”的門店面積為800多平米，比一般的Dollar General門店略大,。
Dollar General瞄準富裕階層的消費者,，全新推出“popshelf”連鎖商店。
可以說,，Dollar General是新冠疫情最大的贏家之一,，上季度其銷售額增長了24.4%至87億美元,，銷售額已經(jīng)超過梅西百貨。Dollar General提供的生活必需品（如衛(wèi)生紙,、清潔用品等）價格低廉,，其食品種類也較幾年前也有所增加，加之距離社區(qū)較近,，因而吸引了眾多消費者,。這種小商店通常多位于農(nóng)村地區(qū)，但近年來正越來越向城市靠攏,。
然而,，Dollar General的首要任務(wù)之一仍然是在保留核心低收入消費者的同時吸引更多的中產(chǎn)階級消費者。正如《財富》雜志去年在一篇專題文章中詳細描述的那樣,，要想實現(xiàn)這一目標，該公司需要對門店進行重新裝修,、增加美容產(chǎn)品,、全面調(diào)整星巴克、樂高等門店品牌與商品,，并在一些門店增加水果,、肉類等生鮮食品。
但對Dollar General而言,，在觸達新客的同時平衡低收入客戶的需求,、避免疏遠這一核心客群無疑是一件微妙的任務(wù)，也正是在此背景之下,，“popshelf”應(yīng)運而生,。Dollar General發(fā)現(xiàn)，即便仍然提供低價商品,，通過創(chuàng)建與自己同名商店不同的新品牌仍然可以有效擴大自己的客群網(wǎng)絡(luò),。
鑒于Party City及諸多大型連鎖藥店等競爭對手當前處于弱勢地位，現(xiàn)在推出全新品牌對Dollar General而言無疑更加有利,，此舉還有助于Dollar General與Dollar Tree展開更加直接的競爭,。Dollar Tree所售商品全部標價1美元，并提供各種派對用品和廉價的派對食品,，其增長速度近年有所放緩,。
Dollar General的首席執(zhí)行官托德?瓦索斯在一篇新聞稿中說：“我們很高興能夠在公司勢頭正勁時推出popshelf?！彼€補充道,，“popshelf”將“引起新顧客的共鳴”，如果發(fā)展理想,，“popshelf”將為這家連鎖企業(yè)帶來更多的顧客與營收,。（財富中文網(wǎng)）
譯者：梁宇
審校：夏林
Dollar General正在瞄準富裕消費者，開辟全新獲客渠道。
作為一家成長迅速的折扣零售連鎖企業(yè),，Dollar General目前在全美擁有16300家門店,。10月8日，該公司宣布將于未來幾周在納什維爾附近率先開設(shè)兩家“popshelf”連鎖門店,，并計劃在首個財年開設(shè)總計30家門店,。“popshelf”主營家居飾品,、派對用品等非必需商品,，其理念在于觸達那些對Dollar General不感興趣的客戶群體，滿足他們的購物需求,。
該公司表示,，“popshelf”目標客戶群的家庭收入可達12.5萬美元，遠高于Dollar General門店現(xiàn)有目標客戶群5萬美元的家庭收入,。但這并不意味著Dollar General打算將自己改造為購物街版的尼曼百貨商場,，“popshelf”95%的在售商品定價不超過5美元，因此其在價格方面與Dollar General現(xiàn)有門店并無太大區(qū)別,。
兩者不同之處在于商品種類,，“popshelf”的商品更加多樣化，既有美容產(chǎn)品,、家居用品,、圣誕裝飾品，也有手工藝品甚至冷肉拼盤等派對食品,。Dollar General表示,，為營造T.J. Maxx等連鎖店那種廣受好評的“淘寶”氛圍，培養(yǎng)回頭客,，“popshelf”將提供多種限時商品,。“popshelf”的門店面積為800多平米,，比一般的Dollar General門店略大,。
Dollar General瞄準富裕階層的消費者，全新推出“popshelf”連鎖商店,。
可以說,，Dollar General是新冠疫情最大的贏家之一，上季度其銷售額增長了24.4%至87億美元,，銷售額已經(jīng)超過梅西百貨,。Dollar General提供的生活必需品（如衛(wèi)生紙、清潔用品等）價格低廉,，其食品種類也較幾年前也有所增加,，加之距離社區(qū)較近,，因而吸引了眾多消費者。這種小商店通常多位于農(nóng)村地區(qū),，但近年來正越來越向城市靠攏,。
然而，Dollar General的首要任務(wù)之一仍然是在保留核心低收入消費者的同時吸引更多的中產(chǎn)階級消費者,。正如《財富》雜志去年在一篇專題文章中詳細描述的那樣,，要想實現(xiàn)這一目標，該公司需要對門店進行重新裝修,、增加美容產(chǎn)品,、全面調(diào)整星巴克、樂高等門店品牌與商品,，并在一些門店增加水果,、肉類等生鮮食品。
但對Dollar General而言,，在觸達新客的同時平衡低收入客戶的需求,、避免疏遠這一核心客群無疑是一件微妙的任務(wù)，也正是在此背景之下,，“popshelf”應(yīng)運而生。Dollar General發(fā)現(xiàn),，即便仍然提供低價商品,，通過創(chuàng)建與自己同名商店不同的新品牌仍然可以有效擴大自己的客群網(wǎng)絡(luò)。
鑒于Party City及諸多大型連鎖藥店等競爭對手當前處于弱勢地位,，現(xiàn)在推出全新品牌對Dollar General而言無疑更加有利,，此舉還有助于Dollar General與Dollar Tree展開更加直接的競爭。Dollar Tree所售商品全部標價1美元,，并提供各種派對用品和廉價的派對食品,，其增長速度近年有所放緩。
Dollar General的首席執(zhí)行官托德?瓦索斯在一篇新聞稿中說：“我們很高興能夠在公司勢頭正勁時推出popshelf,?！彼€補充道，“popshelf”將“引起新顧客的共鳴”,，如果發(fā)展理想,，“popshelf”將為這家連鎖企業(yè)帶來更多的顧客與營收。（財富中文網(wǎng)）
譯者：梁宇
審校：夏林
spend.
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.
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