Dollar General 2004 Annual Report Download - page 12

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Serving Customers Better
Our Merchandise When customers walk into a
Dollar General store, they expect to find what they need. We
appreciate the value of our customers’ time and recognize
that it is imperative to have the items they need frequently on
the shelf every time they come. In 2004, we committed to a
goal of being in stock in our core items at every store, every
day. We believe that commitment resulted in increased cus-
tomer satisfaction as reflected by both increased customer
count and increased average ticket.
We strive to serve the needs of a diverse customer base. In
2004, Dollar General expanded the selection of food, clean-
ing and health and beauty items for our Hispanic customers
and increased the number of stores offering these items.
Also, to add to the fun of shopping at Dollar General, we
increased our opportunistic purchases, inviting our custom-
ers to “treasure hunt.” We plan to do even more with this
initiative in 2005.
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