Family Dollar adds capabilities to third-party digital ad network

Dan Berthiaume
Senior Editor, Technology
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chesapeake media group
Chesapeake Media Group is adding new features.

The Dollar Tree/Family Dollar retail media network includes new features such as influencer messaging.

In April 2021, Dollar Tree Inc. introduced Chesapeake Media Group, its new retail media network. The platform allows participating brands to engage with Dollar Tree and Family Dollar customers in a personalized and ultra-targeted digital experience. Leveraging insight and analytics, advertisers can instantly connect with shoppers in an effort to affect purchase decisions in real-time.

Now, Family Dollar is partnering with applied data platform provider Inmar Intelligence Inc. to add three new features for its CPG brand partners participating in Chesapeake Media Group.

New Receipt Rewards receipt messaging enables CPG advertisers to establish a relationship with shoppers based on their purchase history, as well as their participation in the Family Dollar Smart Coupons program. This capability provides the opportunity for advertisers to connect with Family Dollar shoppers with targeted messaging at the POS. 

A new influencer marketing capability, also powered by Inmar Intelligence, will enable CPG advertisers to leverage Family Dollar’s prequalified community of influencers and online creators with targeted amplification of their content. 

The new third capability, now available, is programmatic marketing, which allows CPG advertisers to extend the distribution and reach of the Smart Coupons program via digital offsite media targeted to verified Family Dollar customers. The program is specifically tied to seasonal events.

Inmar Intelligence also recently acquired Aki Technologies, which currently powers Chesapeake Media Group’s offsite programmatic offering.  Aki enables the retail media network’s advertisers to deliver personalized ad messages to Family Dollar shoppers. Inmar Intelligence has had an ongoing relationship with Family Dollar since 1981.

Family Dollar has also built on the success of Chesapeake Media Group by using AI technology to tailor its virtual circular ads to individual customers at precise moments. Leveraging AI capabilities, Family Dollar recently combined and analyzed multiple data sets, including customer data and mobile signals, to gauge consumer receptivity to advertising and their mindset in each moment.

The messaging in personalized virtual circular units provided via Aki technology was then tailored based on each moment for a pilot test which showed increased return on ad spend (ROAS) and significantly higher average basket size.

“Inmar Intelligence has a trusted history with Family Dollar and we are energized by the new capabilities their team has added to our Chesapeake Media Group,” said Alasdair James, Dollar Tree executive VP, merchandising and supply chain. “The retail world continues to evolve, and so do our shoppers’ expectations, especially in regard to engagements with brands. By expanding our retail media network’s capabilities, we are providing our CPG advertisers the opportunity to strengthen their relationships with consumers. Inmar Intelligence’s offerings are best-in-class and we are pleased to continue strengthening our suite with their technology.”

“More and more, retailers are expanding their Retail Media Network capabilities to more effectively engage their shoppers both online and in-store with more personalized programs that ultimately provide value to the customer and to brands,” said Spencer Baird, executive VP & president, MarTech at Inmar Intelligence. “We are excited to provide these advanced capabilities for Family Dollar and their partners that will bring greater value to their shoppers.  We look forward to continued success together.”