Dollar General 2009 Annual Report Download - page 6
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4
Driving Productive Sales Growth
We are driving productive sales growth on two fronts. First,
we are improving the productivity of our existing stores.
Second, we are accelerating our new store growth. Impor-
tantly, we have plenty of opportunities on both fronts.
Simple changes to the way our stores look and operate
are resulting in a big impact on our sales. Our goal is to
deliver a consistent, fresh, well-merchandised look and feel
across all of our stores. We are making good progress in
that effort, and customers are responding.
Whether for convenience, value, or both, many of our
customers depend on us for their everyday shopping trips.
Others shop our stores for specific household items or
last-minute needs, and some simply visit us to see what’s
new. We listen to our customers and evaluate and adjust
our merchandise assortment to best meet their needs and
optimize our store productivity. Sophisticated category
management processes are critical to our efforts to
increase shopper frequency and expand basket size
New Customer-Centric Stores
Our new customer-centric format
is designed with improved
merchandise adjacencies, wider
aisles and more convenient
checkout to make shopping
easier for our customers.
Building the New Dollar General
Dollar General was built on a solid foundation of helping customers “Save
time. Save money. Every day!” We remain strongly committed to our cus-
tomers as we continue creating the New Dollar General, driven by four key
operating priorities: 1) Driving productive sales growth; 2) Increasing gross
margin; 3) Leveraging process improvements and information technology
to reduce costs; and 4) Expanding our culture of serving others.
and led us to our decision to raise the shelf height through-
out our stores. This increased selling space has allowed us
to broaden our selections of packaged foods, snacks and
beverages, and in 2010 we are expanding health and beauty
aids and transforming our home and apparel areas.
With regard to new store expansion, relocations and
remodels, our comprehensive real estate processes require
us to be more analytical in our site selection, and, as a
result, our new stores are more productive. In 2009 we