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USA: Dollar General grows its in-store audio network

Discount Variety Retail Chain Dollar General (DG) plans to expand an in-store audio network to about 6,000 additional locations across 48 states, the company said Monday, as part of a partnership with QSIC.


DG said the rollout is expected to be completed in the second quarter of 2026 and would bring the total number of stores with in-store audio capabilities to about 12,000, roughly double its current footprint.


Dollar General, which operates more than 20,000 stores nationwide, said the system will use artificial intelligence to deliver localized audio messages in stores. The company said the technology is intended to allow for more targeted messaging and improved measurement of advertising performance.


Austin Leonard, vice president and general manager of DG Media Network, said the system will enable the company to deliver real-time, location-specific messaging across its store base, including in rural areas where the retailer has a significant presence.


QSIC, an in-store audio platform provider, said its technology integrates point-of-sale data with music programming and automated audio advertisements. The company said its system is designed to verify ad delivery and provide reporting on campaign performance.


Matt Elsley, QSIC’s co-founder and chief executive officer, said physical retail locations remain a key channel for reaching consumers and that the partnership will expand the company’s reach within Dollar General stores.


Dollar General said about 75% of the U.S. population lives within five miles of one of its stores, underscoring its broad geographic reach, particularly in rural communities.


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