Q&A: Family Dollar CMO discusses 'Faces of Fabulous'

Jocelyn Wong, SVP and chief marketing officer for Family Dollar, talks with DSN about the “Faces of Fabulous” campaign and how the retailer is working to increase awareness of its African-American beauty brands. 

 

DSN: How did the idea for the “Family Dollar Fabulous” event come about and what is the goal?

 

Wong: This came about almost 12 months ago. For us it was a very simple business objective. We worked with [our] merchants and they said, ‘We really need to drive more awareness of the ethnic beauty care products that we have.’ We do very well in urban markets and [with] African-American customers and there was this feeling that they have to go to all of these specialty stores when we carry a lot of those products right at Family Dollar, and it would be great if they actually knew it. So, that was the original business objective. We pride ourselves in knowing our customers really well and this was not going to be something [where] we just wanted to leverage a circular to drive. … We know from this customer that she is extremely into social media. … For our customer, YouTube and all of these YouTube channels and vloggers — they are full-blown celebrities.

 

DSN: This marks the second annual “Family Dollar Fabulous” event. How has it evolved and changed this year?

 

Wong: The big change we did this year is not only in New York [last year’s event was held in Charlotte, N.C.] but now that one event we’ve [expanded] into a 12-month event for us. So, this is one of many things we are going to be doing to reach this customer over the next 12 months. … [Last year] was such a huge success that we said, “Let’s make it bigger and better, let’s partner with Ebony [magazine]; let’s make it a 12-month campaign; let’s unveil ‘just be…’” (Editor’s Note: Family Dollar unveiled the new “just be …” spring 2015 apparel collection during a fashion show at the event)

 

DSN: Tell us more about the campaign and what will take place over the next 12 months.

 

Wong: I think we are going to try and leverage a lot of the seasons. So, New Year’s is a time for a new look; spring is coming and you’ve got summer… So, we’re trying to leverage the seasons in a way that ties to what it means to be fabulous and how do you change that up and have different tips and ideas on how Family Dollar can help. … We have radio partnerships, social media, digital is a big component, emails. We are really, at Family Dollar, trying to do a much better job of 360-degree marketing.

 

DSN: Can you tell us more about Family Dollar’s African-American shopper?

 

Wong: We skew higher African-American, even within the dollar channel. … I think the real nuggets come when you understand her much more in-depth. I would like to say that this customer is extremely optimistic, very generous, has very strong participation in faith and family. … She does not define herself as low income or poor. … She is optimistic; name brands are important to her; quality is important to her but so is value. Looking good and expressing herself and feeling good are important to her.