“NCI was such a hit, we explored developing a retail concept that would focus on those NCI learnings, successes and insights while offering a differentiated retail concept, and thus, pOpshelf was created and launched in 2020,” Taylor told Store Brands.
“We’re addressing an unmet need in the market — value in the fun, discretionary categories,” she said about the program. “We are pleased with the initial results and feedback, so much so that we plan to increase from 30 stores by fiscal year end to 50. We celebrate pOpshelf’s first anniversary this October, and we can’t wait to see what the future brings.”
As EVP and CMO, Taylor has been continuing Dollar General’s innovation around store brands, launching, reimagining and rebranding top own brands at the chain including Drive MXD, an automotive maintenance and detail brand, Pro Essentials in hardware, Shavely’s in razors, 3-2-1 Party, and the clean-label premium hair care line Root to End.
“I love the ability to deliver real impact by giving communities access to affordable, quality products and offerings,” Taylor said. “This wouldn’t be possible without my passionate, dynamic team at DG that’s laser-focused on bringing an exceptional shopping experience to our customers. We listen to our customers every day, and we continue to innovate to help them save time and money while shopping at our stores.”
Taylor added that Dollar General is primarily focused on its brick-and-mortar locations. The retailer operates 17,426 stores in 46 states. However, the company has implemented digital solutions into its customer’s journey to enhance the DG shopping experience, she said.
“It’s always exciting to continue to activate around ideas that will only deliver more of what our customer wants,” she said.