“You have got to get real and get back to the customer.” That’s critical advice Family Dollar EVP and chief merchandising officer Jason Reiser had for vendors looking to bring value to the dollar store channel, in a special video interview with DSNTV. “And I don’t want you to do it in the cushy office you have; I want you to get into the street, and I want you to get with our customer,” Reiser told DSN in the latest edition of its Executive Viewpoint video series. “Most of them have $10 to spend on any given trip. So, even if you have the best deal available at $12, and they only have $10, you’re not going to sell them that item."
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