Challenge
Family Dollar was stuck in a transactional relationship with their customers. As customers were increasingly choosing competitors on price, Family Dollar began to lose all-important quick fill-in trips.
In order to win back shoppers, Family Dollar needed to redefine “value” to represent more than just price, and to improve the overall shopping experience.
Solution
Leveraging the Brand Conversion Strategy™ process, Catapult uncovered the core brand drivers that helped define the brand: A family-focus, convenient neighborhood locations, and store managers who deliver a truly welcoming experience. Armed with these core insights, we recast the Family Dollar brand as a trusted partner for customers, providing not only the prices they need, but the resourceful partnership they want.
Catapult helped to elevate the brand’s in-store and digital experience, to better pay off the brand promise of a trusted, resourceful partner. We helped Family Dollar focus on delivering value beyond price, and making customers feel like Smart Shoppers by:
- Delivering a focused pricing strategy that made it easy for customers to save in ways that fit their lifestyles
- Launching a new pricing initiative, as well as providing stronger support for existing key pricing initiatives
- Implementing a digital strategy across .com, social and email to enhance engagement and drive store trips
- Creating a seamless and consistent experience across print, instore and online
- Helping to establish a stronger partnership with suppliers to bring customers the right products at the right time, and value-driven content and solutions
- Developing customized programs for key customer segments
Results
Family Dollar quickly began to realize substantial results:
- Trips are up almost 3% and sales are up almost 2% vs YAG
- Heightened engagement with the Family Dollar Facebook page increased 150% vs YAG
