Dollar Tree, Inc. Unveils New Media Network To Help CPG Brands Advertise

Dollar Tree, Inc. has debuted its Chesapeake Media Group retail media network, which the retailer describes as a platform for brands to engage with shoppers through a tailored and very targeted digital experience, according a Thursday (April 15) announcement.

To support the new virtual platform, the firm’s Family Dollar brand also unveiled collaborations with Aki Technologies and Swiftly.

“The launch of Chesapeake Media Group is a great example of a brick and mortar retailer leveraging their own retail media network to unlock new forms of digital ad revenue to drive sales,” Swiftly Systems Co-Founder and CTO Sean Turner said in the announcement.

The new virtual platform gives consumer packaged goods (CPG) labels “fully-managed” services by the way of ad placements on the Family Dollar website and the Family Dollar mobile app.

“Brands will be able to directly reach millions of families across America through a variety of digital options made possible through our newly-formed retail media network, Chesapeake Media Group, powered by Swiftly and Aki,” Enterprise Chief Merchandising Officer Richard McNeely said in the announcement

Chesapeake Media Group will let CPG brand partners harness dynamic ad placements, sponsored searches, targeted content and merchandise suggestions. The media group offers “closed-loop reporting” and “full-funnel solutions” as part of the service.

As of Jan. 30, 2021, Dollar Tree ran approximately 15,700 retail locations throughout 48 states and five provinces in Canada. Retail locations run under the Family Dollar, Dollar Tree and Dollar Tree Canada names.

The news comes as Walmart debuted an extended purview and brand for its media business, which was known as Walmart Media Group in the past and is now called Walmart Connect.

“We’ve built a substantial business that can serve clients in a way no one else can – as a closed-loop omnichannel media company,” Walmart Chief Customer Officer Janey Whiteside said in a previous announcement. “By expanding our offerings, we’re creating measurable value for our partners and customers alike in our ecosystem and beyond.”