Dollar General plans to roll out an AI-enabled audio network across approximately 6000 stores in 48 states, aimed at helping brands better connect with customers.

Through a new partnership with QSIC, the discount retailer said the audio network will deliver more relevant, localized and measurable experiences to customers, while providing brand partners with data-driven advertising.

This rollout will double the chain’s existing in-store audio presence, bringing the total number of stores with in-store audio capabilities to 12,000 in the second quarter. 

QSIC is a global in-store audio platform that leverages AI and data intelligence to help retailers and brands unlock the value of in-store media. 

As part of the partnership, the company will integrate point of sales (POS) data, curated music and AI-generated audio ads to deliver timely, targeted messaging. 

“We’re constantly looking for innovative ways to help brands meaningfully connect with our customers, and by introducing an AI-powered in-store audio network, we’re unlocking an entirely new layer of relevancy and accountability in the shopping experience,” said Austin Leonard, VP and GM of DG Media Network, Dollar General’s retail media agency.

“This platform allows us to deliver localized, real-time messaging at scale across the thousands of communities we serve – especially in underserved and often overlooked rural areas. It’s a powerful way to create value for our brand partners while enhancing the in-store experience for millions of customers,” Leonard added.

Dollar General operates more than 20,000 stores across the US. The chain reported a 5.2 per cent increase in net sales for the last fiscal year.