Enhancing the DG Customer Journey
Enhancing the DG Customer Journey
Dollar General customers are highly digitally savvy shoppers. Our core customers consistently seek to maximize value, both in terms of money and time, and we’re always looking for ways to enhance their shopping experience and options. Additionally, mid-to- higher-income consumers are increasingly turning to DG for our quality products, low prices, convenient shopping experience and compelling promotions. At the heart of their shopping journey, our digitally engaged shoppers are leveraging our website and app to discover deals, apply coupons and earn cashback on purchases made at DG. As our digital ecosystem continues to grow, so does traffic and engagement with our digital tools. These customers tend to spend more time shopping with Dollar General and spend more within our omnichannel ecosystem.
At DG Media Network (DGMN), Dollar General’s retail media business, we’re always looking for innovative ways to connect brands with our customers in meaningful, relevant moments. As shopping behaviors evolve, so do our media solutions. That’s why we’re excited to share the latest enhancements to our onsite advertising offering, designed to deliver greater scale, contextual relevance and impactful brand visibility throughout the customer journey.
Expanding the Product Journey with Precision and Scale
Our Product Journey Onsite Display has evolved to meet the growing demand for more dynamic and targeted media placements. Traditionally focused on category, sub-category and product detail page (PDP) placements, this display/banner package now includes Search Results pages and Branded PDPs, unlocking new opportunities to engage customers at high-intent shopping moments with targeted display ads.
- Search Results Pages: Advertisers can reach our customers as they actively search for category, product and brand terms, placing media directly in front of customers who are ready to discover new products and add items to their shopping lists and baskets.
- Branded Product Detail Pages: These enhanced PDPs allow brands to tell their brand stories and communicate product benefits to our customers, delivering rich, immersive content that drives conversion and brand affinity.
By expanding the Product Journey, we’re helping brands achieve broader reach while maintaining the contextual relevance that drives performance.
Revamping Brand Sponsorship for Maximum Impact
We’ve also enhanced Brand Sponsorship to give your brands exclusive visibility across branded Search and PDPs – helping you protect your brand, own peak moments and deliver consistent messaging when it matters most.
- Branded Search Results: Capture attention at the top of the funnel by appearing in searches for your brand, reinforcing awareness, protecting market share, and driving traffic to your PDPs.
- Product Detail Pages under the brand’s umbrella: Stay visible at the point of decision with premium placements that highlight your products and messaging, playing defense and increasing conversion.
To support a wider range of campaign goals and budgets, we’ve introduced a tiered sponsorship model. This flexible pricing structure empowers advertisers to tailor their investment, optimize performance and maximize their returns.
Commerce Display Enhancements: More Access, More Flexibility
Finally, we’ve introduced key updates to Commerce Display via Criteo that make it easier for advertisers to engage and optimize their campaigns:
- Auction Pricing (dCPM): Commerce Display now runs on a dynamic CPM model, allowing real-time rate optimization to maximize performance and efficiency.
- Expanded Access: Starting in October 2025, Commerce Display is now available through Criteo-sold campaigns via both:
- Managed Service: Ideal for strategic campaigns needing hands-on support.
- Self-Service: A flexible option for advertisers seeking autonomy and always-on activation.
These updates empower advertisers to choose the path that best fits their budget, goals and support needs while expanding our advertiser base and driving incremental revenue.
What This Means for Advertisers
These enhancements are more than just new placements; they’re strategic touchpoints that align with how our DG customers shop. With greater control over where and how your brand appears, you can:
- Customize campaigns to meet specific objectives
- Reach high-intent shoppers with precision
- Drive stronger engagement and conversion
Whether you’re launching a new product, building brand awareness or driving seasonal sales, our expanded onsite media solutions are designed to support your goals every step of the way.
At DGMN, we’re committed to helping brands thrive by delivering smarter, more effective media experiences. Connect with our team to explore how you can leverage these new capabilities and elevate your presence across the DG customer journey.