Chapter 3: From Exposure to Comprehension

Exposure

Dollar Tree is an extreme discount store because its prices do not exceed more than a dollar as it says in the brand name. Recently it has been decided that most items will increase from $1 to $1.25 by the end of the first quarter of 2022. This will help Dollar Tree return to its usual profit margin of around 35% for 2022. The change in price is a risky decision because their loyal consumer base has been used to the $1 price for thirty-six years. Their online ads that state that their prices are now up to $1.25 can affect their sales and how they do their marketing because their brand name states prices do not exceed a dollar. 

Dollar Tree mainly does direct marketing, like sending emails that expose and promote their products and in-store deals. They spent under one hundred million on digital advertising and print in 2021. Exposing their in-store deals is eyecatching and can make more consumers shop because they are letting their customers know prices are lower than usual for some products.

Attention

Dollar Tree provides low prices and a variety of products in their store which is why it is a convenient one-stop-shop. They switch up their merchandise to catch the customer's attention. They sell what is in season like for Christmas they sell more Christmas-themed items. For November they sell more fall and Thanksgiving-themed merchandise. This is eyecatching to the customer because the store's merchandise changes according to season meaning that is constantly selling new items every year. 

Comprehension

Dollar Tree has a mission which is to be a "customer-oriented, value-driven variety store. The company's mission will be consistent with measured and profitable growth." Although the mission statement states what Dollar Tree is about, it should probably be changed to a friendlier statement. The last statement makes it seem like they look at their customers like a dollar sign which they are but it is not welcoming.