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Dollar Tree unveils retail media network

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Platform gives CPG brands managed services through the updated Family Dollar app and the FamilyDollar.com website.

CHESAPEAKE, Va. – Dollar Tree has launched a digital media platform designed to help consumer-goods brands engage with customers.

The platform, dubbed Chesapeake Media Group, enables “personalized and ultra-targeted digital experiences” that can influence purchasing decisions in real time, Dollar Tree said in an April 15 statement introducing the network.

Family Dollar

“Brands will be able to directly reach millions of families across America through a variety of digital options,” said Richard McNeely, enterprise chief merchandising officer for Dollar Tree. “We are excited to provide our CPG brand partners with an efficient, one-stop-shop to instantly engage with their customers through an innovative, tailored approach.”

Dollar Tree’s Family Dollar subsidiary is partnering with Swiftly Solutions and Aki Technologies to support the new digital platform and give its CPG brand partners fully managed services through ad placements on the refreshed Family Dollar mobile app and the FamilyDollar.com website.

Seattle-based Swiftly Solutions offers technology that harnesses artificial intelligence to help retailers build digital relationships with customers. Aki Technologies, a San Francisco company, has technology to tailor ads in the moment based on region, weather, buying preferences, and other historical and present factors.

With e-commerce booming, more retailers are following the lead of giants Walmart and Amazon in developing  capabilities that allow them to take advantage of their consumer data and customer relationships to compete with the likes of Google and Facebook for digital advertising inventory. Among retailers recently rolling out digital media platforms are Albertsons, Kroger, Target, Walgreens and CVS.

“The launch of Chesapeake Media Group is a great example of a brick-and-mortar retailer leveraging their own retail media network to unlock new forms of digital ad revenue to drive sales,” said Sean Turner, co-founder and chief technology officer for Swiftly Systems.

“Family Dollar stands out among retailers for its deep commitment to suppliers and customers – resulting in tremendous growth in 2020,” said Scott Swanson, CEO at Aki Technologies “They clearly understand the challenges that marketers face in today’s landscape – that it takes exceptional, personalized advertising to cut through the noise and activate consumers.”

Dollar Tree operates in more than 15,700 retail locations throughout 48 states and five Canadian provinces, under the Dollar Tree, Family Dollar and Dollar Tree Canada banners.


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