Dollar General, Five Below each seek to enhance omnichannel experiences

In the ever-evolving landscape of retail, Dollar General and Five Below are making significant strides to enhance their omnichannel experiences. Both retailers have recently shared insights into their strategies during their Q4 earnings calls, focusing on how digital advancements can improve customer engagement and drive sales.

Overview of Omnichannel Strategies

While neither Dollar General nor Five Below disclosed specific ecommerce sales figures for Q4, they did provide updates on comparable or same-store sales, which include online transactions. These metrics offer a glimpse into how both retailers are advancing their omnichannel capabilities.

Dollar General’s Approach

Dollar General’s Chief Operating Officer, Emily Taylor, emphasized the importance of enhancing search capabilities within their digital ecosystem. The retailer’s digital media network, known as the DG Media Network, was launched in 2018 and is a pivotal part of their omnichannel strategy.

In Q4, Dollar General reported a 4.3% increase in same-store sales year over year, contributing to a total sales growth of 5.9% to reach $10.9 billion. For the entire year of 2025, the company achieved a total sales increase of 5.2%, totaling $42.7 billion.

Key Initiatives

• Mobile App Growth: The Dollar General mobile app boasts over 7 million monthly active users and more than 100 million marketable customer profiles.
• Delivery Options: The retailer offers delivery through its approximately 18,000 stores, the myDG Delivery same-day service, and partnerships with third-party delivery services such as DoorDash and Uber Eats.
• Increased Basket Sizes: Dollar General has observed larger online basket sizes compared to in-store transactions, indicating a growing preference for digital shopping.

Five Below’s Strategy

Five Below is also focusing on enhancing its omnichannel experience, with CEO Winifred Park stating that the company’s future efforts are in a “test, learn, and ramp mode.” The retailer has initiated a buy online, pick up in store (BOPIS) option, which has become increasingly popular post-pandemic.

In Q4, Five Below reported a remarkable 15.4% increase in comparable sales year over year, with total sales reaching $1.73 billion. For the full year, sales increased by 22.9%, totaling $4.76 billion.

Five Below’s Key Initiatives

• Convenience Focus: The BOPIS initiative aims to provide customers with a seamless shopping experience, allowing them to shop online and collect their orders in-store.
• Customer Engagement: Five Below is exploring various digital enhancements to improve customer interaction and satisfaction.
• Omnichannel Testing: The retailer is committed to testing new strategies and learning from customer feedback to refine its omnichannel offerings.

Comparative Performance

Despite Dollar General’s larger total sales, Five Below ranks higher in the Top 2000 Database, which ranks North America’s largest online retailers based on annual ecommerce sales. Five Below is positioned at No. 519, while Dollar General is at No. 674.

Future Outlook

Both Dollar General and Five Below are optimistic about their growth potential in the omnichannel space. Dollar General’s CEO, Todd Vasos, highlighted the retailer’s belief in a “tremendous opportunity to gain additional market share” by integrating in-store and digital shopping experiences.

As both companies continue to innovate and adapt to changing consumer behaviors, their focus on enhancing omnichannel experiences is likely to play a crucial role in their future success.

Frequently Asked Questions

Note: The retail landscape is continuously evolving, and companies must adapt to stay competitive in the omnichannel market.