Dollar Tree 2004 Annual Report Download - page 14

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10 DOLLAR TREE STORES, IN C. • 20 0 4 AN N UAL REPORT
Through the years, the ever changing mix of
merchandise at Dollar Tree has kept customers
coming back, to experience the Thrill of the Hunt.
Simply put, you never know what treasure awaits
down each aisle. Could it be DVDs? Colored
stemware? Handmade pottery? Cameras? Yes,
yes, yes, and yes!
At Dollar Tree, customers are treated to
thrilling opportunistic buys as well as exhila-
rating proprietary merchandise that can
be found only at our stores. Each shop-
ping experience is fresh and exciting;
it’s why customers keep coming back.
Customers know Dollar Tree always
will offer the everyday merchandise they
have come to expect and love. The Thrill
of the Hunt is a bonus, rewarding cus-
tomers with the unexpected, WOW factor.
In the face of rising costs nowadays,
it seems like a dollar just doesn’t go as far as
it used to. Except at Dollar Tree! Exceptional
values and unexpected treasures are what we
are all about.
Sure, Dollar Tree provides great value on
items like dish soap and trash bags, and while
our price is terrific, they’re hardly the kind
of items that stir customer excitement. After
all, who loves washing the dishes or taking
out the trash?!?
It’s the rest of our merchandise that really
produces a thrilling shopping experience. Customers
are delighted to find merchandise they’d never expect
to see in our stores, and they’re equally thrilled when
they get to the register and are reminded each item
is just $1.
The living room pictured in the inset photograph
is a striking example of the Thrill of the Hunt.
We started with an “empty canvas,”a room
furnished only with a table and chairs.
Then we went shopping at Dollar Tree and
decorated this room with a wide array of
Dollar Tree merchandise.
Take a close look at the
photograph to the right, and you
will discover items you would never expect
to see at our stores.
• Like DVDs! Ten episodes of vintage cartoons
like Betty Boop for just a dollar.
• What a thrill to find a 35mm camera for a
dollar, and a roll of film for another buck!
• Customers are treated to hardback novels,
with cover prices of $20 or more.
• Even framed art. Who would think beautiful
pieces that can adorn your walls would be
available for just $1?
• The Tradewind Bay collection, conceived and
produced exclusively for Dollar Tree, is a
delightful example of product development.
This exciting assortment of décor items
DOLLAR TREE MEANS THE THRILL OF THE HUN T