Discount retailer Dollar General has rolled a series of TV and radio ads in an effort to boost sales by clearing out seasonal merchandise. JWT, Detroit, is behind the campaign for the company, which
has more than 8,200 stores in 35 states.
It is a big change for Dollar General, which did almost no advertising before last year. The ads are part of a move to improve the bottom line
by phasing a "packaway" inventory management system model. Under its new strategy, Dollar General plans to sell off some $300 million in older merchandise to make way for newer products.
"Instead of packing away seasonal merchandise and then bringing it out the following season to sell again, they've decided to do away with that for more of an ongoing clearance model," says
Patrick McKeever, a retail analyst with Nashville-based Avondale Partners. The ads, which hit the air late last month, focus on household and food products and are accompanied by a jingle: "Dollar
General, that's the spot, Look at everything I got."
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