Dollar Tree 2011 Annual Report Download - page 10

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Balanced Assortment
Things you want – Things you need
Consumer Basics 50.8%
Variety/Seasonal 49.2%
8 Dollar Tree, Inc.
Increasing
productivity,
one aisle
at a time.
Dollar Tree is not only opening more
stores; we are also working to make
each store more productive. New
stores in 2011 reached the highest productivity level
in ten years driven by improved site selection, right-
sizing our stores to the market, opening new stores
earlier in the year, executing more powerful Grand
Openings, and building the bench of qualified store
management.
Also essential to productivity, for both new
and existing stores, is broadening assortments and
emphasizing and expanding the most productive
categories of merchandise.
For instance, our expansion of frozen and
refrigerated products continues—driving traffic and
incremental sales across many categories, including
housewares, food, beverages, toys, party supplies,
health and beauty aids, stationery, books, electronics,
and household cleaning supplies.
Our broad and balanced assortments also make
for more productive and enjoyable shopping trips for
our customers—they can find the things they want
and the things they need in a bright, convenient store.
In every aisle, and in every season, an ever-changing
assortment lets our customers discover real value, and
enables our stores to reach higher levels of productivity.