Dollar Tree 2011 Annual Report Download - page 12

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Reaching more
customers,
oneinnovation
at a time.
Akey component of Dollar Tree’s
growth strategy is constant re-inven-
tion, particularly in the development
of new ways to bring more value to a broader range
of customers.
Dollar Tree Direct, our e-commerce website,
was launched in early 2009 as a way to offer our
value to more customers, including organizations,
small businesses, and individual customers planning
events. During 2011, a year that saw site traffic grow
to more than 14 million unique visitors, we enhanced
the platform to include a mobile version, giving
customers access to our site directly from their smart
phones. We also launched a Spanish version of the site
and created a YouTube channel for Dollar Tree videos.
Deal$, our multi-price format, continued its
growth during 2011—we added 28 new Deal$ stores,
ending the year with 182 of these stores where not
everything is a dollar, but everything is a value.
We also continued our expansion into Canada
during 2011, increasing store count by about 15% for
a year-end total of 99 stores and laying the foundation
of infrastructure to support more aggressive growth in
future years. In the long run, we believe this market
can support up to 1,000 Dollar Tree Canada stores.
10 Dollar Tree, Inc.