Dollar Tree continues digital transformation push as it enlists Publicis Sapient for new mobile app launch

Dollar Tree has officially launched a new app, where customers can use the price check feature to explore More Choices, pitched by the US retailer as “a new world of variety and value in select stores. While the vast majority of products continue to be $1.25 or less, our expanded assortment will offer a wider range of choices and high quality brands”.

Shoppers can also see what’s new in-store, browse and add products to their favourites list, view the weekly ad, get notified on deals, and locate stores.

In a LinkedIn post, Emily Turner, Chief Marketing Officer at Dollar Tree, said: “A big moment for us - our first Dollar Tree app went live. Big shout out to my fantastic team who worked so hard to make it happen. Thank you, you did it!”

Announcing the initiative last year, Bobby Aflatooni, Chief Information Officer at Dollar Tree, said: “The launch of our new Family Dollar app is one more step in the digital transformation currently underway at Dollar Tree and Family Dollar.”

“We are investing across the enterprise to make shopping with us even easier and more enjoyable. The redesigned app reflects the customer centric approach we've applied to our digital roadmap to improve the shopping experience for our loyal shoppers and new customers alike."

Digital consultancy Publicis Sapient was selected to lead the programme: “We are proud to support Family Dollar in the launch of its new mobile experience using our core capabilities (Strategy, Product, Experience, Engineering, and Data & AI),” says Sudip Mazumder, SVP, Retail Industry Lead, North America at Publicis Sapient.

“The work is designed to offer exceptional usability and a best-in-class customer experience.”

Bobby Aflatooni

Bobby Aflatooni joined as Chief Information Officer in 2022.

He replaced Andy Paisley, who departed Dollar Tree alongside three other C-suite executives, following an activist investor led revamp of the retailer’s board.

“Bobby is a proven leader with a strong track record of delivering results and leading multiple system transformations,” said Mike Witynski, the former President and CEO.

“The technology investments we will make over the next several years will be critical to our success as we enable our people, simplify work streams and accelerate our growth.”

Aflatooni had most recently served as Executive Vice President, Chief Information Officer at The Howard Hughes Corporation, responsible for leading all information technology strategies and operations across the company’s portfolio.

Prior to that, he held leadership positions at another large value retailer, Dollar General, as Vice President of IT Operations, Architecture, Merchandising from March 2011 until April 2018, and as Senior Director IT Infrastructure and Architecture from January 2009 to March 2011.

His career includes development and oversight of IT priorities for Yum! Brands, CapitalOne Auto Finance, LayerOne, Silverleaf Resorts and CapitalOne Services.

Aflatooni said: “I am thrilled to be joining the Dollar Tree organisation.”

“Our team will be driven to focus on systems infrastructure enhancements to support the company’s growth by providing better support to store associates, merchandising and marketing teams, and our supply chain to deliver improved shopper experience.”

“Having worked with, and supported, a number of leaders at Dollar Tree in previous roles will enable us to hit the ground running.”

Witynski added: “This is the first of a number of executive additions related to our recently announced leadership changes, as we scale our leadership team to accelerate the growth and transformation of our company.”