Customer Base – Identified by 4 types of consumer profiles

Diane – Necessity Driven Survivor

$34K avg. income

16% of the shoppers and 48% of the dollars

Rita – Resourceful Budget Conscious

$39K avg. income

21% of the shoppers and 23% of dollars

Olivia – No Nonsense / Frugal

$45K annual Income

22% of the shoppers and 15% of dollar spent

Becky – Fun Seeking Bargain Hunter

$49K Avg. Income

18% of shoppers and 9% of the sales

Diane and Rita represent 80% of the sales; Olivia & Becky are the fastest growing segments.

Magazines are a $1 Billion business for Dollar General, who have a real commitment to magazines and are willing to try new things. They introduced mainlines back into 4,000 stores, adding pockets to the checkout, introduced a new checkout, improved magazine fixture etc.  They are also growing at a rate of a store a day and are opening up stores at strategic locations.   The fastest growing segment of their customer base is earning $70K+, so they are appealing to a larger audience as they grow.  Also they are rumored to be in acquisition mode.