Dollar General is rolling out an updated, AI-backed in-store audio media network to about 6,000 locations through a new partnership with QSIC. The move will double the discount chain’s existing in-store audio presence and bring its total number of stores with audio capabilities to 12,000 in the second quarter of 2026, per a Monday press release.
The QSIC in-store audio platform can help create curated music and AI-generated audio ads with the aim of delivering more targeted and timely messaging.
“This platform allows us to deliver localized, real-time messaging at scale across the thousands of communities we serve – especially in underserved and often overlooked rural areas,” Austin Leonard, vice president and general manager of DG Media Network, said in a statement. “It’s a powerful way to create value for our brand partners while enhancing the in-store experience for the millions of customers who rely on Dollar General every day through more relevant, contextual messaging designed to add value, not noise, to their shopping trip.”
The dollar store’s locations have a particular focus on rural communities and about 75% of the U.S. population lives within five miles of a store, per the release.
The retailer’s media network is a key element of its broader growth plans, according to outgoing Dollar General CEO Todd Vasos.
“As we look to drive future growth, we are focused on scaling our delivery options, personalizing the experience for our customers and growing the DG Media Network,” the executive told analysts on an earnings call in March.
The media network is one of the most significant components of its digital initiative and the strategy for it is focused on improving performance for partners through improved search, sponsored products and a stronger e-commerce experience, Vasos added.
“We're also creating more opportunities for advertisers to participate inside our stores that are connecting digital and physical experiences,” Vasos said on the call. “Over time, we believe this approach positions our entire advertising network as a strategic lever to drive profitable sales growth, enhance the customer experience and strengthen loyalty across our myDG ecosystem.”
Dollar General’s fourth quarter net sales released last month grew 5.9% year over year to $10.9 billion, with same-store sales increasing 4.3%. The retailer plans to pilot a subscription program and roll out a previously tested new store format this year.
