Management’s stated position on growth as a strategy is cited as follows:
In 2008, management engaged Nielson to assist us in updating our proprietary customer research
in an effort to better understand our customers, their purchasing habits and preferences.
The results of this study indicate that our highest frequency and highest spending
customers, comprising approximately 50% of our sales, are those for whom low prices and
value are critical to their everyday shopping decisions. In August of 2009, we updated this
study with a customer survey designed to give us insight into recent changes in our customer
base. The results of this survey indicate that, while the description of our core customer remains
the same, our stores are now attracting customers who had not shopped at our stores
previously because of their perception of image or quality. In addition, the percentage of
shoppers classified as one-stop shoppers has increased. We believe that recent additions to
our merchandise offering, improvements to store operations and expansion of operating
hours, along with our consistent value proposition, are resonating well with our existing customers
and have been critical to our success in attracting and retaining new customers.
Based on additional proprietary survey results, management believes that in excess of 95%
of our current customers expect to shop our stores with the same or greater frequency after
the economy improves.
Based on Nielson Homescan Panel’s estimate of Dollar General shoppers, only 41% of the
population in our trade area, defined as the countries in which we have stores, has shopped at
Dollar General in the past year. We believe that the remaining 59% represents an opportunity to
grow our customer base. We are striving to continue to improve on the quality, selection and pricing
of our merchandise and upgrade our stores’ standards in order to attract and retain increasing
numbers and demographics of customers.5
Management’s stated position on growth as a strategy is cited as follows:In 2008, management engaged Nielson to assist us in updating our proprietary customer researchin an effort to better understand our customers, their purchasing habits and preferences.The results of this study indicate that our highest frequency and highest spendingcustomers, comprising approximately 50% of our sales, are those for whom low prices andvalue are critical to their everyday shopping decisions. In August of 2009, we updated thisstudy with a customer survey designed to give us insight into recent changes in our customerbase. The results of this survey indicate that, while the description of our core customer remainsthe same, our stores are now attracting customers who had not shopped at our storespreviously because of their perception of image or quality. In addition, the percentage ofshoppers classified as one-stop shoppers has increased. We believe that recent additions toour merchandise offering, improvements to store operations and expansion of operatinghours, along with our consistent value proposition, are resonating well with our existing customersand have been critical to our success in attracting and retaining new customers.Based on additional proprietary survey results, management believes that in excess of 95%of our current customers expect to shop our stores with the same or greater frequency afterthe economy improves.
Based on Nielson Homescan Panel’s estimate of Dollar General shoppers, only 41% of the
population in our trade area, defined as the countries in which we have stores, has shopped at
Dollar General in the past year. We believe that the remaining 59% represents an opportunity to
grow our customer base. We are striving to continue to improve on the quality, selection and pricing
of our merchandise and upgrade our stores’ standards in order to attract and retain increasing
numbers and demographics of customers.5
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