Change Is Good but This Dollar Store is Better

DGX / Mars-Wrigley

What did we do?

Asked city dwellers to think differently about dollar stores

Created the total store design for DGX – Dollar General’s new smaller format store – designed to capitalize on the changing urban landscape

Built the DGX target audience persona, knowing that she typically wouldn’t shop in a traditional Dollar General

Developed several immediate consumption offerings, including a gourmet coffee bar, snack center, and grab-and-go sandwiches

Another day, another DGX



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

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