Winning loyalty with everyday shoppers: Insights from Fetch and Dollar General

What happens when you pair America’s Rewards App with one of the country’s most trusted retailers? A partnership that redefines what loyalty – and performance – can look like. 

In a recent ADWEEK webinar, Dollar General CMO Tony Rogers joined Fetch Head of Retail Courtney Cochrane to talk about the evolving role of rewards, retail media and real-world outcomes. Their conversation offered fresh insight into how brands can meet high-intent consumers in the moments that matter – and how to truly move the needle on consumer behavior.

Loyalty as a relationship 

For both Fetch and Dollar General, loyalty isn’t just about transactions. It’s about building real, lifelong relationships with consumers. In today’s landscape, personalization and meaningful connections are key to attracting and retaining customers. Dollar General personalizes its offerings by reaching the consumer wherever they are within the customer journey in a way that best fits their unique needs. 

Rogers emphasized that while digital tools have evolved, the foundation of loyalty remains rooted in everyday experience. “Fundamentally, the key driver of loyalty is going to be that day-to-day interaction,” he said. That focus on long-term relationships is what makes the partnership between Fetch and Dollar General so powerful. 

With Fetch now integrated as part of the Dollar General Media Network (DGMN), brands can reach Dollar General shoppers in moments that matter – before, during and after purchase. With over 90 million unique Dollar General customer profiles, Rogers shared DGMN is able to reach the 75% of Americans living within 5 miles of a DG store and connect them with advertisers. 

While Dollar General’s revenue is primarily driven by in-store sales, its customers are digitally engaged before they shop. Rogers explained how Dollar General customers often “pre-shop” using the DG App, planning their purchases, seeking value and using digital tools to stretch their budgets. Fetch plugs directly into this behavior, offering additional value that aligns with how customers already plan their trips.

“Fetch just feels like a natural complement to the way our shopper already approaches the process of savings,” said Rogers. 

As shopping behaviors shift, omnichannel experiences have become essential. Dollar General has leaned into this evolution, expanding its digital footprint to meet consumers where they are. The retailer’s delivery partnership with DoorDash has grown to nearly 17,000 stores – and now powers DG’s own delivery offering through its app and website. It’s a clear commitment to bridging the gap between digital engagement and in-store shopping. 

That same commitment is what makes the DG-Fetch partnership so effective: It contributes to building seamless, accessible paths to value, whether a shopper is planning ahead, browsing in-store or buying from their phone.   

Fetch powers emotional connection – and measurable outcomes

Fetch is America’s Rewards App, where brands are the center of joy. That joy – and emotional resonance – is one of the reasons both consumers and brands choose to engage with the platform. “People have emotions about things that they purchase,” said Cochrane. “We want to make that emotional tie-in in a way that provides value and gets shoppers to come back, not just to the Fetch app, but to those retailers and brands within the platform.”

More than providing consumer joy, Fetch enables brands to personalize experiences, shift consumer behavior and measure outcomes with confidence. For Dollar General, it drives real results while strengthening the mission of helping people save time and money. For shoppers, it turns everyday purchases into something more meaningful. 

According to Rogers, “you kind of have a match made in heaven.” And when loyalty is earned – not assumed – that’s exactly what it takes to win.