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Dollar Tree Stores | Company Profile, Marketing Contacts, Media Spend, Brands

Dollar Tree Stores Inc. is the largest single-price- point retailer in the country, operating thousands of stores in all 48 contiguous states and nine distribution centers.. Company headquarters are located in Chesapeake, VA.

Main Telephone (757) 321-5000
Main Fax (757) 321-5242
Primary Address
500 Volvo Parkway
Chesapeake, VA 23320

Dollar Tree Stores Contacts

Contacts (5/14)
Name Title State
Bob S. Chief Executive Officer VA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (757) 321-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 500 Volvo Parkway
Chesapeake, VA

Gary P. President & Chief Operating Officer, Family Dollar VA
Robert R. Chief Merchandising Officer VA
Mike M. Chief Administrative Officer VA
Michael S. Senior Vice President, New Business Development VA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Dollar Tree Stores *******

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Digital Opps: Dollar Tree shifting more TV dollars to digital

Subject: digital, social media

Company: Dollar Tree    

Opportunity: In the Q1 earnings call, CEO Bob Sasser said that Dollar Tree was currently focusing on driving traffic to its website. In an effort to reach existing and potential customers, the company has been using a variety of marketing tactics, including email, social media, search engine marketing, video marketing and its Value Seekers Club. In fact, according to Sasser, Q1 saw Dollar Tree connect to 2 million customers via Facebook, YouTube, Twitter and Pinterest.  While not explicitly stated, given the data (more below), it’s clear that Dollar Tree is moving money away from TV and into digital/social media.

Dollar Tree is similar in some ways to Party City (more here), in that it relies heavily on themed merchandise to drive business, so dollars should be more available prior to national celebrations (retail holidays) like Halloween, Thanksgiving, Christmas, etc. The company seems to be more amenable to marketing suggestions now, so reach out with high ROI direct, SEO and social media ideas that will increase brand awareness and drive both in-store and online traffic. We believe media is handled in-house.

Additional Insight

Media Spend: Dollar Tree spent about  $18.1 million in fiscal 2015 ended Jan. 31, up from $14.9 million in fiscal 2014 and $13.5 million in fiscal 2013, according to the company.

According to Moat, Dollar Tree has run 31 standard display ads (<1% mobile) on 2,713 publishers so far this year. Of this, less than 1% were purchased directly; instead, Double Click – DFP, Double Click Ad Exchange and MediaMath were utilized heavily to place ads. Over the same period last year, only 12 ads were run on 61 publishers. 

Per, Dollar Tree spent $5.2 million on national TV ads in 2014. The most money was spent to run ads on ABC, NBC, FOX, CW and CBS during shows such as “Good Morning America,” “Dr. Phil,” “The Ellen DeGeneres Show,” “American Idol” and “Days of Our Lives.” Note that Dollar Tree has spent $0 so far in 2015.

Dollar Tree 
500 Volvo Pkwy.
Chesapeake, VA 23320
(757) 321-5000

Rick McNeely 
Senior Vice President, Marketing
(757) 321-5000

Heather Duncan 
Director, Corporate Marketing & Branding 
(757) 321-5718