Grocery Doppio conducted research to understand how US grocers and their CPG partners view the current opportunity and challenges in monetizing retail media. The analysis was conducted from July 2022 - August 2022.
Headquartered in Goodlettsville, TN, Dollar General is one of the big supermarket players in the US, delivering goods to shoppers for more than 80 years now with annual revenue of $34.2 billion in 2021.
Digital sales contribution to overall grocery sales witnessed a dip until May 2022, as shoppers returned to the stores. Digital sales picked up from June 2022, witnessing the highest contribution of the year in November 2022 (17.1%).
Digital sales accounted for 15.2% of total grocery sales at the start of the year (Jan 2022). Due to the increase in in-store traffic over the past five months, the proportion of digital has slowed down.
March 2022 digital sales at $10.4 billion accounted for 15.1% of overall grocery sales. After recording significantly high digital sales in March 2022, there was a huge dip in April 2022 with digital sales accounting for 13.4% of overall sales.
February 2022 digital sales at $9.6 billion accounted for 14.1% of overall grocery sales. After a slight dip in February 2022, digital sales this month recovered to January 2022 numbers ($10.4 billion).
Digital sales at the beginning of the year (Jan 2022) were 15.2% of total grocery sales. We've seen the share of digital decelerate over the last six months. However, digital sales are still on track to cross 20% of all grocery sales by 2026.