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Family Dollar Stores, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Family Dollar Stores, Inc. is a discount shopping chain that currently operates stores throughout the United States. Headquartered in Matthews, NC, Family Dollar Stores provides consumers with various merchandise including apparel, food, cleaning products, home decor, beauty and health aids, toys, pet products, automotive products, domestics, seasonal goods and electronics.

Main Telephone (704) 847-6961
Main Fax (704) 847-6420
Primary Address
Post Office Box 1017
Charlotte, NC 28201-1017

Family Dollar Stores, Inc. Contacts

Contacts (5/14)
Name Title State
Duncan M. President & Chief Operating Officer NC
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (704) 847-6961
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1017
Charlotte, NC

Kevin B. Senior Vice President, Global Sourcing NC
Lonnie M. Vice President, Store Operations NC
Mtu P. Divisional Vice President, Merchandising NC
Michael V. Zone Vice President NC

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Family Dollar Stores, Inc. *******

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Multicultural Opps: Struggling Family Dollar targets African-American shoppers

Subject: Radio, direct mail, print, outdoor, events

Company: sale to Dollar Tree.

Opportunity: In a move to enhance awareness of its African-American beauty brands, Family Dollar has started a Family Dollar Fabulous” campaign, but all readers with an African-American focus should reach out. The retailer is focused heavily on reaching this key customer segment, particularly in urban markets where many shoppers choose specialty stores  for their beauty products over Family Dollar. The campaign will have a seasonal focus, so focus on “new look” time periods like New Year’s, Spring and Summer.

Additional Insight

Marketing Focus: “Family Dollar Fabulous” leans heavily on events, print and in-store signage, but, overall, digital, radio, email and direct mail efforts have been up over previous years. (research here) after several straight quarters of declining-to-flast comparable store sales. 

CEO Howard Levine said in April that running circulars in Sunday newspapers produced inconsistent returns, and the company hopes this new hybrid approach will generate greater efficiencies. He also revealed then that more than half of Family Dollar's core customer uses a smartphone, so expect SoLoMo efforts to expand too. 

Media Spend: Family Dollar’s paid ad spend last year was $12.1 million, up 45% from $8.3 million in 2012, when spending rose almost 61% over 2011. Historically, newspapers received the bulk of spending, but local and network radio buys has been higher than circulars since last year. 

Family Dollar Stores Inc. 
Post Office Box 1017
Charlotte, NC 28201 
(704) 847-6961

Jocelyn Wong 
Chief Marketing Officer 
(704) 847-6961