Dollar General 2003 Annual Report Download - page 8

Team On A Mission
Dollar General stores primari-
ly serve the consumable basics needs of low- or mid-
dle-income customers, many of whom are on fixed
incomes. According to ACNielsen's Homescan® data,
in 2003 approximately 48% of the Company's cus-
tomers lived in households earning less than $30,000
a year and 26% earned less than $20,000. To Dollar
General, serving customers means meeting their
needs, at conveniently located stores, by providing
quality consumable basics as well as basic clothing,
home products and seasonal merchandise at prices
they can afford. Increasingly, Dollar General's mer-
chandise selection, prices and con-
venience also attract many higher
income, value-conscious customers.
Because many of Dollar
General's stores are
located in areas
with significant
ethnic populations, we have begun to focus on serving
these customers with products specific to their needs
and desires.
Our employees. For a Dollar General store to
be successful it not only needs the right location and
strong product brands, but it also needs the right team
of people to serve the customers, the right products
and ideas to make the store interesting and fun to
shop, and the right processes and systems for support.
Our store managers and employees are the key to
serving our customers. These men and
women are the caretakers
of our stores. They
represent Dollar
General to our cus-
tomers, and they
are ultimately
responsible for the
6
Sales By
Category
Highly Consumables
Seasonal
Home Products
Basic Clothing
9.5%
12.5%
16.8% 61.2%