Dollar General opens Fetch rewards app to media network advertisers
Dollar General is integrating its retail media arm with a third-party rewards app.
Initially launched in 2018, the Dollar General Media Network (DGMN) offers participating CPG advertising partners access to real-time data, to help them serve its customer base. Now, Dollar General is partnering with Fetch, a rewards app that provides consumers with “Fetch points” when they submit receipts from partner brands and retailers. Via this collaboration, brands participating in DGMN can leverage Fetch to help drive incremental consumer purchasing behavior with rewards-based advertising as part of their DGMN investment.
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"We're excited to introduce a new channel for DGMN advertisers to connect with shoppers when they're actively planning and making purchase decisions," said Tony Rogers, senior VP and chief marketing officer at Dollar General. "Fetch's scale and ability to jumpstart measurable results make it a powerful extension of DGMN—helping advertisers engage shoppers beyond our four walls, across the communities we serve."
As a result of this new partnership, brands participating in DGMN can now seamlessly put their DGMN advertising spend toward Fetch rewards offers, unlocking a new ad format.
"Shoppers come to their Fetch app with intent — they're planning, buying, and ready to be rewarded," said Courtney Cochrane, retail industry lead at Fetch. "By partnering with DGMN, we're giving brands a way to meet consumers in those exact moments and drive real results. It's not just about impressions — it's about getting products into carts."
Other partnerships Dollar General has entered to expand DGMN functionality include teaming with experiential marketing platform Recess to let advertisers hyper-target the retailer’s customers through community-driven sampling programs.
Through the Recess experiential sampling program, participating DGMN brands will be able to integrate products into consumers' daily lives before they enter the store. Targeting capabilities allow advertisers to execute experiential sampling programs in targeted communities.
And in 2024, the retailer entered a collaboration with retail media platform provider Criteo. This integration provides DGMN advertisers access to inventory and campaign execution through flexible integrations with Criteo's Commerce Max self-service demand-side platform (DSP).
As of May 3, 2024, the company operated 20,149 Dollar General, DG Market, DGX and PopShelf stores across the United States and Mi Súper Dollar General stores in Mexico.
