Dollar General is 'Sweet' on Valentine's Day

Dollar General conducted a variety of Valentine's Day promotions in January and February to offer deals on relevant merchandise.An email distributed on Jan. 17 positioned the chain as "Valentine's Headquarters," using a "Fall in Love with Our Sweet Savings" message to highlight confectionery brands including Nestlé's SweeTarts, Perfetti Van Melle's Airheads and SweetWorks' Sixlets.The email linked to a seasonal section of dollargeneral.com that showcased fragrances, candy and greeting cards, with links directing consumers to e-commerce pages for the products. The section also offered a free song download from dollargeneralmusic.com (a branded site operated by Nashville, TN-based IMI that offers MP3 downloads), and a personal photo printed on canvas at half-price with free shipping from the site's photo center.Another email sent on Valentine's Day offered 14% off all online purchases made that day.Elsewhere, the retailer used its "Easy Meals" microsite to deliver Valentine's Day recipes (such as "heavenly heart-shaped pancakes" and "heart breadsticks") that spotlighted products from private-label Clover Valley and brands from Kraft Foods Group, Nestlé, Hershey Co., ConAgra Foods and Ferrero USA.In other activity, Dollar General hosted a "Valentine Matchmaker" game on its Facebook page. The retailer's fans received a free music download (from dollargeneralmusic.com) for playing and earned 10% off an online purchase by achieving the maximum score.Circular features running throughout January and early February used the Sweet Savings theme to highlight generic apparel and plush toys, third-party gift cards, and confectionery products from brands including Airheads, SweeTarts, Hershey's and sister brand Reese's, Ferrara Candy Co.'s Brach's and Russell Stover Candy Co.'s flagship.Ceiling signs employing generic seasonal messages began appearing in stores in late January. A home page carousel ad and Facebook updates supported the overall campaign.

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