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GOODLETTSVILLE, Tenn. — Angela Martin grew up shopping at Dollar General. Now, as the retailer’s vice president of customer insights and branding, she points to her company’s dedication to its core customers as the primary reason for her 35-year tenure.
“We have the most deserving customer in retail,” Martin said, emphasizing the extraordinary bond between Dollar General and its customer base, particularly those who face financial struggles and rely on their local store’s value and convenience.
Martin joined Dollar General while she was still in college, and early in her career she was involved with a research project focused on understanding the company’s customers. She vividly recalls a moment during a focus group when a young woman shared her experience of pinching pennies to feed her family.
“She said that she didn’t have a car, but there was a Dollar General store nearby she could walk to,” Martin recalls. “She bought some two-for-$1 seed packets with change scrounged from under couch cushions and in the bottom of her handbag, and she told us that she fed her family all summer on what she grew from those seeds. ‘I survived because of Dollar General,’ she said, and I realized that anybody can sell the kind of products we sell, but Dollar General has a special customer. We have a critical role to play in helping improve her life.”
Martin highlighted Dollar General’s focus on treating all customers with dignity and respect, and creating a pleasant shopping experience for even the most price-conscious consumers. This commitment extends beyond its core customer base, attracting more affluent customers who recognize Dollar General’s convenience and value, either due to limited geographical options or because even people with good incomes can face financial constraints. The brand’s promise revolves around delivering the products customers desire at affordable prices, ensuring it resonates across socioeconomic lines.
Angela Martin
In her role heading customer insights and branding, Martin helps ensure the company remains customer-led. By delving into customer segmentation and aligning every level of the organization, Dollar General maintains a clear focus on who it serves and the expectations of its core customer. Those customer insights drive Dollar General’s brand strategy, influencing everything from in-store design and decor to marketing. This brand strategy also extends to Dollar General’s other ventures, including pOpshelf and the new MiSúper Dollar General operation in Mexico.
Maintaining the freshness of Dollar General’s brand identity while evolving with customer needs is a delicate balance. Martin explained that being customer-led is paramount to this endeavor. By understanding, evolving and continually addressing customer pain points, Dollar General can innovate and improve its offerings.
Recent examples include introducing self-checkout systems and expanding the selection of fresh and healthy options, aligning with customers’ desire for more accessible and affordable food choices.
Martin expressed her admiration for Dollar General’s unwavering dedication to its customers. The commitment to understanding and serving its unique customer base is evident across all levels of the organization. Dollar General strives to remain relevant and true to its brand by fostering a deep understanding of who those customers are and letting the customers guide Dollar General’s innovations.
