Customers are the lifeblood of any business. Knowing how to market a company properly is one of the most difficult endeavors one will ever attempt, but growing its business — without alienating its existing customer base — is exactly what discount variety store Dollar General is attempting to do with its plans for establishing 1,000 Popshelf stores.
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With inflation not that far removed from its record highs early this year, Dollar General is bucking the trend of other retailers who are dialing back business or finding ways to save. Instead, the discount giant is advancing full tilt with its plan to grow its Popshelf brand — aimed at more affluent suburban customers — across the United States.
Dollar General announced its plans for the Popshelf store concept in 2020 and has slowly been adding store locations. According to CNBC, the retailer plans on having a total of 300 Popshelf stores established in 2023 — and 1,000 over the next three years (it now has approximately 100 stores in nine states). Additionally, about 40 mini-Popshelf stores have been tried out within existing Dollar General outlets.
The goal of Popshelf is to attract consumers with annual household incomes in the range of $50,000 and $125,000, per CNBC. Providing shoppers with cheaper but trendy seasonal and home décor, health and beauty must-haves, home cleaning…
