How Dollar General wins in small towns

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How Dollar General wins in small towns

By Gina Acosta - 12/05/2017

Dollar General's low-price model is gaining ground in rural communities where residents are struggling financially, and the retailer plans to open thousands more locations.

A new article in The Wall Street Journal profiles the chain, which plans to build thousands more stores, mostly in small communities that have shown few signs of the U.S. economic recovery.

The more the rural U.S. struggles, company officials told The Journal, the more places Dollar General has found to prosper. “The economy is continuing to create more of our core customer,” Chief Executive Todd Vasos said in an interview at the company’s Goodlettsville, Tenn., headquarters.

“We are putting stores today [in areas] that perhaps five years ago were just on the cusp of probably not being our demographic,” he said, “and it has now turned to being our demographic.”

Read the article by clicking here.