Here are the 12 core product categories in the Popshelf store: This is effective because it gives them a better chance of staying on trend. Popshelf offers an amazingly broad assortment, but one that doesn’t require the merchant to go too deep. The store’s promises touch emotional cords around care of self and family, and then the store creates an assortment that delivers against them. Everything you need for a “parents-only party”.Inspiration to create, bake and decorate.
POP SHELF NEAR ME SERIES
Then, they positioned the stores with a series of brand promises designed to answer these customers wants, not just their needs.
Popshelf helps them do this by offering many products priced under $5. In this case, middle-income female shoppers who were looking for an affordable and fun shopping experience and a place where they could indulge themselves guilt-free. So how did Dollar General generate these results? First, they identified an underserved niche market that was adjacent to their core business. Now DG expects to have 50 locations in operation by the end of 2021 – as either free-standing units or as a “store within a store” in several new Dollar General stores being opened in Tennessee. Sales for the Popshelf units that launched between October 2020 and May 2021 averaged one-third higher than the average Dollar General store, and “performance far exceeded expectations” according to the company. Dollar General may have found a solution in how it has developed its new Popshelf store format. Digital capabilities make it easier for retailers to identify the sales potential in market niches, but developing a model to serve that business profitably is challenging.
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