Family Dollar Makes Everything About Back to School
Family Dollar is using a mix of sales and digital coupons to extend the back-to-school theme across the whole store.
Traditional school supplies are getting the most attention, with window posters and rack signs offering up to 70% off basics folders, notebooks, filler paper and Hallmark Cards' Crayola crayons. Those products are stocked in bright yellow shelf trays on gondolas employing a "back to school savings" theme. A front-page feature in Family Dollar's July 9 circular spotlights the same SKUs, with a home page carousel ad on familydollar.com, and Facebook and Twitter updates supporting.
The theme spread to other categories later in the month with a full-page feature in the retailer's July 31 circular using a "back to school, always fabulous" theme to offer shoppers $2 off a future purchase via Family Dollar's Smart Coupon program when they spend $6 on Unilever personal care products from July 30 to Aug. 28. The feature spotlighted products recently added to the dollar store's shelves. A concurrent email delivered a Smart Coupon for $5 off the purchase of $20 worth of school supplies, apparel, toys or home products from July 30 to Aug. 4.
Sponsored blog posts round out the marketing campaign.