Dreiling cited an internal customer survey indicating that 23% of its shoppers in 2008 viewed Dollar General as “not for me” in quality or image. Today, he said, just 7% of shoppers hold that view. This greater acceptance of the Dollar General brand is aiding the company’s expansion efforts by helping new stores ramp up sales faster, which in turn gives the company greater flexibility when selecting new locations, Dreiling explained. “It opens up the potential ...

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