When you think about retail media, you probably picture shoppers scrolling through Instacart or Walmart’s app. But what about the millions of Americans living far from big-box stores? That’s exactly where Dollar General sees its biggest opportunity. And Austin Leonard, just three months into leading the Dollar General Media Network (DGMN), is on a mission to redefine what 'the last mile' really means.
In this episode, a recap of my recent article for The Drum (find the article link below under 'Links & Resources') I unpack how Dollar General is building the last mile of ecommerce for the last mile of America. I talk about how DGMN is leveraging 90 million shopper profiles, why rural customers are far more digitally engaged than the industry gives them credit for, and how data, delivery partnerships, and rigorous measurement standards are shaping a new kind of retail media network. Whether you’re a media buyer, retailer, or strategist, this conversation will challenge your assumptions about what’s possible outside urban markets.
This episode is sponsored by Connected Commerce at Acosta Group
Timeline
[00:00] – Setting the stage: why Dollar General’s rural reach presents a massive untapped advertising opportunity.
[01:08] – Austin Leonard’s background across Epsilon, Walmart, and eBay, and how that dual retailer–advertiser experience informs his DGMN strategy.
[01:45] – The surprising data on DoorDash and Uber partnerships driving incremental customer acquisition.
[02:15] – Changing perceptions: how Dollar General’s delivery offerings are attracting new audiences who once saw it as “just a dollar store.”
[02:45] – Busting myths about rural shoppers’ digital habits, and why ad industry bias plays a role.
[04:00] – Inside DGMN’s data infrastructure: building 90 million shopper profiles despite high cash transactions.
[04:38] – A new standard for measurement: DGMN’s test-and-control methodology and push for transparency in retail media.
[05:45] – Austin’s vision for the future: collaboration, standardization, and building the most innovative, shopper-centric retail media network in America.
Links & Resources