Dollar General chases suburban shoppers nrog Popshelf

HENDERSONVILLE, Tennessee — Duas GeneralLub tswv yim loj tom ntej rau kev loj hlob yog tucked hauv ib lub khw muag khoom nyob rau hauv suburban Nashville, thiab nws yuav los rau lwm lub nroog sai sai no.

Nws yog lub khw tshiab hu ua Popshelf. Ob xyoos dhau los, Tennessee-raws li tus nqi txo tau sim lub tswv yim khw, uas caters rau suburban shoppers nrog cov nyiaj tau los siab dua, tab sis muag feem ntau cov khoom rau $5 los yog tsawg dua.

Ntau yam khoom lag luam muaj nyob hauv cov txee, suav nrog cov hnub so-themed platters, tog thiab khoom siv tes ua khoom siv, cov khoom noj tshiab xws li gourmet chocolates thiab Portobello nceb jerky, thiab khoom plig zoo li dangly tsej, di ncauj gloss thiab cov khoom ua si. Nws yog tsim los ua cov khoom muaj nqis yos hav zoov uas ua rau cov neeg yuav khoom rov qab los.

Tam sim no, nrog kev nce nqi tseem siab, Dollar General tab tom txhim kho nws cov phiaj xwm rau Popshelf. Nws lub hom phiaj yuav muab ob npaug rau qhov chaw chij rau kwv yees li 300 lub khw muag khoom xyoo tom ntej. Hauv peb lub xyoos tom ntej no, nws npaj yuav loj hlob mus txog 1,000 qhov chaw thoob plaws tebchaws. Thaum kawg, nws pom lub sijhawm kom ncav cuag li 3,000 tag nrho qhov chaw. Nws tseem tab tom sim mini Popshelf khw hauv qee qhov ntawm nws cov khw muag khoom Dollar General. Txog tam sim no, nws muaj txog 40 ntawm cov khw no.

Tab sis Popshelf yuav tau ua pov thawj tias nws tuaj yeem tuav hauv kev lag luam nyuaj dua. Walmart, Qhov zoo tshaj plaws Muas, Costco thiab lwm tus tau ceeb toom ntawm kev muag khoom tsis muaj zog ntawm cov khoom siv txiav txim siab raws li cov neeg siv khoom siv ntau dua ntawm qhov tsim nyog. Target nyuam qhuav txiav nws cov nyiaj so koobtsheej lub quarter forecast, Thiab Kohl tus rub nws txoj kev xav, hais txog cov neeg tau txais txiaj ntsig nruab nrab uas xav tias ncab.

Ntawm Dollar General cov nyiaj khwv tau los tsis ntev los no, CEO Jeff Owen tau hais tias txawm tias cov neeg siv khoom uas tau txais $ 100,000 ib xyoos tau mus yuav khoom ntawm nws lub khw.

Tus Thawj Saib Xyuas Kev Muag Khoom Emily Taylor tau hais tias Popshelf tuaj yeem rub cov neeg siv khoom kom paub meej los ntawm kev muab cov khoom uas tsis ua txhaum.

"Qhov tseeb tias peb muaj txiaj ntsig zoo thoob plaws ntau pawg no ua rau peb cov neeg siv khoom ntawm Popshelf muaj sijhawm los kho lawv tus kheej tiag tiag thaum lub sijhawm lawv yuav muaj lub sijhawm nyuaj ua qhov ntawd hauv lwm qhov chaw," nws hais.

Popshelf yog tsim los tsav kev muag khoom ntau dua thiab tau txais txiaj ntsig ntau dua li Dollar General khw banner. Nws muaj ntau cov khoom siv dav dav, uas feem ntau muaj cov paj ntau dua li cov khoom noj. Txhua lub khw Popshelf tau kwv yees los ntawm $ 1.7 lab thiab $ 2 lab hauv kev muag khoom txhua xyoo nrog qhov nruab nrab tag nrho cov paj tau paj uas ntau dua 40%.

Hauv peb lub hlis twg, Dollar General cov nyiaj tau los tag nrho raws li feem pua ​​​​ntawm cov muag khoom muag yog 30.5%. Qhov ntawd suav nrog tag nrho nws lub khw muag khoom, tab sis feem coob yog nyob rau hauv lub npe chij. Nws tsis qhia txog kev muag khoom txhua xyoo lossis peb lub hlis twg ntawm lub khw.

Lub tswv yim tshiab hauv khw kuj tseem hais txog cov neeg siv khoom muaj txiaj ntsig uas nyob hauv thaj chaw deb - zoo li niam tsis khoom uas tab tom sib tw ob peb tus menyuam, hais tias Tracey Herrmann, tus lwm thawj coj ntawm channel innovation. Tus neeg siv khoom ntawd yuav xav tau yuav tshuaj txhuam hniav thiab khoom siv tu, tab sis nws xav mus rau qhov chaw uas nws tuaj yeem xauj thiab pov cov khoom lom zem rau hauv nws lub pob tawb, Herrmann tau hais.

Sab hauv ntawm cov khw muag khoom Popshelf, cov npe thiab cov khoom ntawm cov txee cuam tshuam cov neeg siv khoom. Piv txwv li, cov khw muag khoom noj khoom haus thiab cov khoom lag luam hauv tsev feem ntau nqa los ntawm cov neeg muag khoom siab dua, xws li Mrs. Meyer's hand soap, Amy's frozen foods and Tillamook cheese. Nws muaj kev xaiv cov khoom noj txom ncauj thoob ntiaj teb, xws li Pocky thiab Nyob Zoo Panda. Thiab nws muaj chav ua noj tshwj xeeb thiab cov khoom ci, xws li cov txuj lom pheej yig thiab cov khoom noj tshwj xeeb.

Nws kuj tseem muaj cov npe tshwj xeeb, xws li nws tus kheej kab ntawm cov tswm ciab qis, chav tshuaj tsuag thiab diffusers - suav nrog cov ntxhiab tsw ntxhiab, Citron Berry, uas ua rau nws lub khw. Nws nqa qee lub npe ntiag tug muag los ntawm Dollar General, xws li Ntseeg Kev Zoo Nkauj, lub npe pleev xim uas tau tshaj tawm los ntawm cov neeg muaj zog, suav nrog Bethenny Frankel ntawm Bravo's "Tus Niam Tsev Tiag Tiag ntawm New York City."

Nws muaj rotating cov khoom raws caij nyoog, nyob ntawm lub sij hawm ntawm lub xyoo, xws li Christmas décor, taub dag-themed khoom, ci xim rau Easter thiab puam phuam so thaum lub caij ntuj sov.

Herrmann tau hais tias lub khw lub npe tau txais kev tshoov siab los ntawm qhov sib xyaw ntawm cov khoom muag, uas tas li tau txais kev kho tshiab.

"Peb ntseeg tias cov khoom lag luam tawm ntawm lub txee thiab coj nws tus kheej mus rau lub neej yam tsis muaj peb tiag tiag txawm tias yuav tsum ua ntau yam nrog nws," nws hais.

Cov luv nqi thiab cov khoom lag luam tawm tus nqi tau coj txoj hauv kev nrog lub khw nthuav dav hauv xyoo tas los no. Dollar General yog lub khw muag khoom loj tshaj plaws nyob hauv lub tebchaws los ntawm cov khw muag khoom suav, raws li Coresight Research, lub tuam txhab qhia tawm tswv yim muag khoom. Nws lub npe chij tau loj hlob ntawm qhov nrawm nrawm, ib yam nkaus. Lub tuam txhab npaj yuav qhib txog 1,050 lub khw muag khoom tshiab hauv Tebchaws Meskas hauv xyoo tom ntej - suav nrog cov chaw Popshelf.

Yim lwm tus neeg txo nqi thiab cov khoom lag luam tawm ntawm tus nqi qis tshaj kaum, suav nrog Popshelf cov neeg sib tw Daus Tsob Ntoo, Tsib Hauv Qab thiab Cov Khoom Siv Hauv Tsev, uas yog ib feem ntawm TJX Tuam Txhab.

Tau ntau xyoo dhau los, John Mercer, Coresight tus thawj coj ntawm kev tshawb fawb thoob ntiaj teb, tau hais tias cov khw muag khoom muaj txiaj ntsig tau txais txiaj ntsig los ntawm ntau txhiab xyoo yuav tsev thiab pib tsev neeg thaum lawv juggle cov nuj nqis xws li cov nuj nqis hauv tsev kawm qib siab. Ntxiv rau, nws tau hais tias, cov tswvcuab ntawm tiam thib ob loj tshaj plaws - menyuam yaus boomers - tab tom nrhiav tus nqi thaum lawv so haujlwm thiab nyob ntawm cov nyiaj tau los tas li.

Kev nce nqi tau dhau los ua ib qho kev sib tw ntxiv rau cov nqi qis thiab txo nqi lag luam xyoo no thiab rau xyoo 2023, nws hais.

Dollar General muaj keeb kwm ua tau zoo hauv kev lag luam poob qis. Nws tshaj tawm tib lub khw muag khoom tau txais txiaj ntsig hauv txhua lub quarter ntawm Kev Txom Nyem Loj nyob rau xyoo 2000s. Ntawm qhov tod tes, Lub Hom Phiaj, Macy's, Nordstrom thiab Kohl's tau nyob ntawm cov khw muag khoom nrog xya lossis yim lub hlis twg ntawm qhov tsis zoo ntawm tib lub khw muag khoom nyob rau lub sijhawm ntawd.

Cov neeg lag luam tau bullish txog Dollar General. Shares ntawm Dollar General tau nce txog 4% txog rau tam sim no xyoo no, raws li S&P 500 Index tau poob li ntawm 16% nyob rau tib lub sijhawm.

Corey Tarlowe, tus kws tshuaj xyuas cov khw muag khoom rau Jefferies, hais tias Popshelf yuav ntsib qee qhov kev ntxhov siab nyob rau lub sijhawm ze vim cov neeg siv khoom xav ua tib zoo xav txog kev yuav khoom. Txawm li cas los xij nws tau hais tias kev ua lag luam nruj txhais tau tias feem ntau cov neeg yuav khoom tseem ua haujlwm. Ntxiv rau, nws hais ntxiv, Popshelf cov neeg tau txais txiaj ntsig nruab nrab lossis cov nyiaj tau los siab tshaj yuav muaj peev nyiaj ntau dua thiab cov nyiaj hauv txhab nyiaj loj dua.

Tarlowe tau hais tias lub khw muag khoom sib xyaw ua ke txhais tau tias nws tuaj yeem nyiag sib koom los ntawm ntau lub khw muag khoom sib txawv, suav nrog cov khw muag khoom zoo li Joann, Michaels thiab Hobby Lobby, cov khw muag tsiaj nyiam Petco, drugstores nyiam CVS thiab Walgreens thiab khw muag khoom duas zoo li Tsib Hauv qab thiab Dollar Tree.

"Thaum kawg ntawm hnub, nws yog txhua yam hais txog tus nqi xa ntawv," nws hais. “Qhov ntawd yog lub hauv paus ntawm nws. Nws yog Dollar General pricing qhwv hauv ib lub hneev zoo nkauj. "

'SCNBC's Nick Wells contributed rau daim ntawv no.