Dollar Tree, Inc., the discount retail chain that operates the Dollar Tree and Family Dollar brands, unveiled a retail media network called Chesapeake Media Group. Dollar Tree jumping into the retail media is noteworthy because the company comes from the discount space, a fairly unique position in an increasingly crowded pack.
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. Aki Technologies is supporting on marketing personalization and video offerings that touch across channels including mobile and connected TV. Dollar Tree has felt a windfall from the coronavirus pandemic as other areas of retail struggle to weather the crisis that has shuttered stores while making consumers wary of in-person shopping. Digital and mobile are clearly becoming a larger part of Dollar Tree’s playbook, aligning with broader shifts in media consumption accelerated by COVID-19. The company recently revamped its Family Dollar app and website, two important channels for placing ads through Chesapeake Media Group. Since retailers own the point of sale, they wield fast troves of first-party shopper data that marketers need to engage consumers online and in stores, and Retail media networks have rapidly proliferated in response to changing data mandates for brands.
