Can you improve the shopping experience at Dollar Stores?
business retail retail sales store operations technology creative problem solving trend analysis innovation consumer insights
$1,600
top 50%
101
submissions
DONE
43 days ago
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Millennials today have a sea of options when it comes to shopping for the products they want!   Not only has online shopping revolutionized the idea of retail convenience, but we've also seen a proliferation of private label products offered online and in physical retail stores.  More so than other generations, Millennials show a preference for these smaller, private label brands (generic / store brands) over national, recognized brand name products (think brands like Tide, Pantene, Charmin, Bounty, Febreeze, etc.).  

We want to flip this trend on it's head and create unique ways to attract Millennials to brand name products, specifically at dollar stores.  Not only do we want to make dollar store shopping convenient and enticing to this target demographic, but we want them to choose brand name products over private label once they're in the store!

Deliverables

We have a two-part challenge to hear YOUR insights and ideas about dollar store shopping (i.e. multi-price point dollar stores such as Family Dollar and Dollar General).  Please answer parts A and B to be eligible for a prize.  

A. How would you make dollar stores more relevant and appealing to Millennial shoppers?  Propose a unique idea that does one of the following:

  • Enhances the shopping experience in-store  - Ideas could center around store layout, shelving, in-store services, new products / product categories, digital innovation, or something totally new!
  • Drives Millennial traffic into dollar stores - Could be communication and marketing ideas or a tactic that would reach Millennials outside of the store setting (ex: what might convince Millennials to visit a dollar store vs. shop for essentials online)

B. How would you make dollar stores THE destination for name brand products?  Answer each of the the following:

  1. When you go on a trip to buy household products, what drives your choice to buy a larger national brand versus a store brand alternative aside from just price?  If it helps explain your answer, tell us about a recent shopping experience when you had to make this choice and what influenced  your decision.  
  2. How would you showcase name brand products within dollar stores so they are more appealing to shoppers than private label products (i.e. small, private brand products)?
  3. What steps could a national name brand take to make their products more appealing or convenient to shop for in a dollar store setting? 

BONUS Parts A & B:  How would you leverage today's advancing technology as part of your solution for part A and/or B? 

Considerations: 

  • When we say "Dollar store," we are referring to Dollar General and Family Dollar which are multi-price point (items can be more than $1) and sell household products.
  • We recommend you visit a Dollar store before solving this challenge to help inform and inspire your ideas!
    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
  • Potential to Drive Sales
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