Dollar General highlights awards for digital engagement and loyalty gains

Dollar General used Customer Experience Day to spotlight a digital strategy that is starting to reshape store work, not just customer marketing. On May 15, the chain said it was highlighting five recent national awards tied to data, digital engagement, loyalty and customer experience, including recognition for Lydia Thacher, its vice president of digital commerce, and for myDG Delivery.

The company said myDG Delivery won a 2026 CIO 100 Award for Customer Experience and Digital Engagement, while myDG was also included in USA TODAY’s 2026 America’s Best Loyalty & Rewards Programs list with a five-star rating in the General Merchandise - Mass Merchant and Variety category. Nextiva says Customer Experience Day is observed every May 15 and was created to recognize people and businesses delivering strong customer experiences. Dollar General’s message was clear: the digital tools are now part of the core business, not a side project.

For store associates, that matters because the same apps and delivery channels that win awards also change the pace of a shift. Dollar General said myDG Delivery works through the DG app and website, and in January it said the service had expanded to more than 17,000 stores. Customers can pay an extra $1 ASAP fee for delivery in one hour or less. The company has also said roughly 75% of the U.S. population lives within five miles of one of its stores, which means many locations are likely to keep absorbing more time-sensitive orders, pickup requests and customer questions about digital coupons and shopping lists.

The labor impact is easy to miss in the corporate language about convenience. More than 7 million monthly active users were on the app in January, according to Dollar General, and the company said its addressable shopper profile base topped 90 million. That kind of digital reach can translate into more traffic patterns store teams have to manage at the register, at the pickup area and in aisles where substitutions, order accuracy and timing become part of the job. For under-staffed stores, especially the single-associate locations Dollar General has struggled with before, every extra app order can mean another interruption.

The awards also fit with Dollar General’s broader sales picture. In the fourth quarter of 2025, the company reported net sales of $10.9 billion, same-store sales growth of 4.3% and customer traffic up 2.6%. It said delivery sales contributed about 80 basis points to comparable sales growth, and that more than 80% of delivery orders arrive in one hour or less. Todd Vasos has said the company is focused on enhancing the customer experience and extending reach. For store workers, that usually means one thing: more digital expectations landing in the middle of an already physical job.