Dolla Make Me Holla
What did we do?
To get city dwellers to think differently about dollar stores
We created the total store design for DGX – Dollar General’s new smaller format store – designed to capitalize on the changing urban landscape
We built the DGX target audience persona, knowing that she typically wouldn’t shop in a traditional Dollar General
We developed several immediate consumption offerings, including a gourmet coffee bar, snack center, and grab-and-go sandwiches
Developed profiles for urban shoppers and offered recommendations for boosting front-end sales
Created an inviting store look to attract the urban millennial shopper and shed any stereotypes associated with the master brand