GOODLETTSVILLE, Tenn. — Dollar General is expanding its retail media capabilities by rolling out an AI-enabled in-store audio network across approximately 6,000 stores, as part of a broader initiative to scale data-driven, closed-loop advertising within its physical footprint.
The program, developed in partnership with QSIC, will ultimately bring in-store audio capabilities to 12,000 locations by the second quarter of 2026, doubling the retailer’s existing network and significantly expanding its measurement infrastructure.
The enhanced platform integrates point-of-sale data, curated music, and AI-generated audio ads to deliver localized, real-time messaging tailored to each store environment. The goal is to create more relevant customer interactions while providing brand partners with improved attribution and performance visibility within the store.
“At DG Media Network, we’re constantly looking for innovative ways to help brands meaningfully connect with our customers,” said Austin Leonard, vice president and general manager of DG Media Network. “By introducing an AI-powered in-store audio network, we’re unlocking an entirely new layer of relevancy and accountability in the shopping experience.”
The initiative underscores the growing importance of in-store media as a complement to digital retail media networks. With roughly 85% of retail transactions still occurring in physical stores, Dollar General is positioning its fleet of more than 20,000 locations as a scalable media channel, particularly in rural and underserved markets where it has a dense presence.
QSIC’s platform provides closed-loop reporting and ad verification capabilities aligned with Interactive Advertising Bureau standards, enabling advertisers to measure incremental impact and link campaign exposure to actual sales outcomes.
“We’re thrilled to partner with Dollar General as they enhance their store experience and expand their in-store retail media capabilities,” said QSIC co-founder and CEO Matt Elsley. “Physical locations remain the most valuable media channel, and this platform unlocks new value through intelligent automation and performance data.”
The rollout reflects a broader industry shift toward monetizing store environments via retail media, as operators aim to leverage first-party data and high-intent shopper traffic to generate incremental revenue and strengthen supplier partnerships.
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