Dollar Tree jumping into the retail media fray is noteworthy because the company comes from the discount space, a fairly unique position in an increasingly crowded pack. Walmart, Target, Kroger, Macy’s, CVS and Walgreens are among the major retailers that have recently established similar offerings, but none of them are necessarily direct competitors with Dollar Tree.
Leveraging its registered customer base and new technology partnerships with Swiftly and Aki Technologies, the marketer’s Chesapeake Media Group aims to provide a wide range of services for brands, particularly in packaged goods. Swiftly will support all of Family Dollar’s owned and operated digital media placements, along with working on closed-loop reporting tools.
