Dollar General makes (another) major digital move

Mike Troy
Editorial Director
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Dollar General made a second key hire as the operator of 14,000 stores shows it is taking digital a lot more seriously.

Former banking executive Rob Scruggs was named Chief Digital and Customer Engagement Officer to fill a newly created position in which he will lead the strategy for customer engagement including digital experience and tools. He will report to Dollar General’s Chief Merchandising Officer Jason Reiser, who joined the company in June after holding key merchandising roles at Vitamin Shoppe, Family Dollar and Sam’s Club.

Scruggs comes to the role with a non-traditional retail background having most recently served as global director of client experience for Bank of America Merrill Lynch. Prior to that, he held customer experience roles at Asurion, E*TRADE and J.P. Morgan Chase.

“Rob brings a strong record of successful innovation in developing customer experience strategies across complex industries,” Reiser said. “At Dollar General, Rob’s experience will help accelerate our digital strategy as we continue to focus on developing digital resources that can help our customers save time and money.”

Scrugg’s appointment follows the addition in June of Carman Wenkoff as Chief Information Officer. Like Scruggs, Wenkoff brough a non-traditional retail background to Dollar General, having previously served as CIO and Chief Digital Officer at Subway. He filled a position previously held by Ryan Boone.

“We continue to focus on enhancing our digital presence and meeting our customers when and how they decide to engage with us,” Dollar General CEO Todd Vasos said at the time. “I’m confident with Carman’s vision we will continue to strengthen these efforts as well as leveraging technology to improve our processes, lower costs and drive a better customer experience.”

Dollar General currently operates more than 14,000 stores in 44 states and was the cover story in the May/June edition of Retail Leader.