Family Dollar Doesn’t Discount Research

The Shopper Insider Podcast Series: The Insight Scoop on Retailer’s Research Evolution

By Marc Dresner, IIR USA

Most of what you’ll find on the shelves at your local Family Dollar store won’t cost but a buck or two. Just don’t let the bargain pricing fool you; Family Dollar doesn’t skimp on shopper insights.

With nearly $8 billion in annual revenue, the nation’s second largest dollar chain operates in 44 states spanning dense inner cities to rural markets. And at a couple bucks a pop, that translates to a lot of shoppers with full baskets in an otherwise Wal-Mart world.

Factor in a recession – and an influx of fresh, trade-in customers – and you’ve got the makings for a market-share land grab.

In fact, while discount giant Wal-Mart is sweating out its worst US sales slump ever, Family Dollar (NYSE: FDO) reported a 9.8% Q2 profit uptick in late March.

And the economy is now reportedly on the mend, so what gives?

DORLISA K. FLUR, Executive Vice President & Chief Merchandising Officer, FAMILY DOLLAR STORES

According to Dorlisa Flur, EVP and chief merchandising officer of Family Dollar Stores, both traditional and trade-in shoppers are sticking around and stocking up thanks in no small measure to the chain’s robust shopper insights apparatus – a meld of internal capabilities and strategic partnerships with manufacturers and select research providers.

In an exclusive podcast interview for “The Shopper Insider,” we’ll explore Family Dollar’s shopper insights evolution, including:

• Zero-to-six-fold spending growth

• Creation of an internal function

• Project volume and type

• Key research areas: merchandizing, customer sat, ethnic, concept stores… And much more!

Listen to the insight scoop: Shopper Insider Podcast Series: Interview with Dorlisa K Flur, Family Dollar Stores

Read the insight scoop: here

Author’s note: Dorlisa Flur will present a keynote titled: “Rejuvenating a Franchise: Applying Shopper Insights at Each Stage of the Journey” at the 11th annual Shopper Insights in Action conference taking place July 11-13 in Chicago.

For more information or to register, please visit www.iirusa.com/insights

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is an IIR USA communication lead with a background in trade journalism and marketing. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com and on Twitter @mdrezz.

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