From Paper to Personalized
I helped transform a legacy coupon process into a modern, mobile-first system used by millions. See how a complex, 18-month effort became a powerful growth engine—driving revenue, reducing fraud, and igniting personalization at scale.
Challenge
Dollar General relied on paper manufacturer coupons that caused operational inefficiencies and lost revenue. Paper coupons weren’t SKU-specific (leading to over-discounting), required manual processing, and other retailers were capturing revenue DG couldn’t access due to the lack of a loyalty program.
Approach
I led an 18-month transformation to launch DG’s first fully-digital manufacturer coupons. This included securing CPG participation, selecting and onboarding Quotient as the technology partner, integrating mobile phone number–based identification at checkout, and building seamless access within the DG app and mobile site. Cross-functional work with IT, Finance, Marketing, and Stores ensured SKU-level reconciliation, instant redemption, and customer-ready execution.
Outcome
The result was the dollar channel’s first fully-enabled digital coupon platform. DG added more than 2 million subscribers in year one, generated over $5M in new revenue, reduced fraud, and lifted coupon redemption by 15%. Digital coupons represented more than 25% of all coupon use within the first year—unlocking personalization at scale and becoming the foundation for one of the largest personalized content networks in the country.