Dollar General operates a mind-boggling 13,320 stores across the United States. But, these days, all eyes are on just two of them. A fixture of rural and small-town America, Dollar General is currently experimenting with two new, prototype stores targeting “busy, metropolitan shoppers.” DGX, as the company is tentatively calling the store, caters to city-dwellers with a smaller, sleeker layout and a larger assortment of quick, ready-to-consume foods and drinks. “Quick and easy,” the company calls it—and all at traditional Dollar General prices.

1. Dollar General’s New-Concept Store
3.31.17 - 4.2.17
DGX Mystery Shop

2. 2
Store
cleanliness
Ease of
shopping
Shopping
experience/
enjoyment
Speed of
shopping
Technology
(e.g.,
processing
payments)
Ambiance/
atmosphere
Employee
interaction/
customer
service
Taste/
quality of
ready-to-
consume
food/beverages
Pricing/
perceived
value
Selection
of merchandise/
food/beverages
Store size DGX
OVERALL
On a 5-point scale, where 5 is very good and 1 is very poor, rate
Dollar General’s new DGX store
Agent Photo
Agent Photo
Agent Photo

3. What 3 things did you most notice upon entering DGX?
Convenient - 10
Clean - 9
Cool - 4
Modern - 4
Organized - 4
Fresh - 4
Trendy - 3
Agent Photo
What are 3 words that accurately describe DGX?
1. Clean and Organized
2. Modern/Trendy Appearance
3. Fresh Grab-And-Go Section
4. Friendly Staff
Agent Photo
These represent the top 4 themes among shoppers’ comments
These represent the top 7 themes among shoppers’ comments. Number of mentions included.
3

4. What are 3 suggestions for DGX?
1. More options for grab and go
2. Clearer signage
3. More/easier parking
4. Improve customer service
5. Wider aisles Agent Photo
What 3 things did you like most about DGX?
1. Layout/Design
2. Clean/Organized
3. Selection of goods
4. Price
5. Convenience
Agent Photo
These represent the top 5 themes among shoppers’ comments
These represent the top 5 themes among shoppers’ comments
4

5. Which one EMOJI best captures how you FEEL about Dollar General’s
new DGX store?
38% 35% 10%
10% 5% 5%
5

6. In general, how does DGX compare to the following?
% saying DGX is MUCH BETTER than the following channels:
70%
65%
35%
22%
13%
Other Dollar Stores
(excluding Dollar General;
N = 20)
Conventional
Dollar Generals
(N = 20)
Convenience Stores
(N = 20)
Walmart
Supercenters
(n = 18)
Walmart
Neighborhood Markets
(n = 15)
6

7. How LIKELY are you to shop for the
following at DGX in the future?
Quick foods & beverages
Basic household goods
Agent Photos
7

8. Who are these Mystery Shoppers? N = 20
Male - 30%
Female- 70%
18-24 - 10%
25-34 - 35%
35-44 - 25%
45-54 - 10%
55-64 - 20%
Shopped at Dollar General stores before?
Yes- 100%
Shopped at THIS DGX prior to this study?
No - 90%
Yes- 10%
Nashville - 45%
Raleigh - 55%
Agent Photos
8