Dollar General (NYSE: DG), the largest retailer in the fast-growing small-box retail channel, formally launched its digital offers loyalty program:

DG Cash Back — which enables Dollar General shoppers to earn cash back on eligible purchases in their DG Wallet — is now live and supported through the Ibotta Performance Network (IPN), the first digital network that enables digital offers to be delivered in a coordinated fashion across retailer platforms, large third-party publisher sites, and Ibotta’s leading direct-to-consumer properties.

Jump ahead to:

DG Cash Back provides many benefits — from closed-loop rewards driving consumers back to store and anti-stacking protection to zero coupon handling or processing fees.

The white-labeled strategy enables Dollar General to strengthen its relationships with shoppers and brands: helping raise awareness and incremental customer benefits.

In fact, a new article from Coupons in the News claims shoppers who previously sought paper coupons or online codes now “have a stronger preference for cash back.” This trend applies broadly to shoppers overall and is particularly noticeable among a majority of millennials.

The rollout of DG Cash, available through Dollar General’s partnership with the IPN, is one of many innovations and strategic investments that Dollar General is focused on to adapt to evolving shopper needs and grow market share.

Introducing DG Cash Back


What Senior Leaders are saying

“As customers continue to seek new ways to stretch their budgets, we’re excited to introduce DG Cash Back on hundreds of Dollar General items to help them achieve that goal,” said Chad Fox, Dollar General’s Chief Marketing Officer. “This is a strong addition to our financial offerings and services as we continue to expand incremental benefits for our customers.”

— Chad Fox, Chief Marketing Officer, Dollar General

“Dollar General has always taken an innovative approach to customer loyalty, and this program is another example of their focus to help American consumers save money,” said Bryan Leach, Ibotta’s founder and Chief Executive Officer. “At Ibotta, our mission is to make every purchase rewarding, and our partnership with Dollar General extends our ability to fulfill that mission while enhancing DG’s value proposition to customers.”

— Bryan Leach, Founder & Chief Executive Officer, Ibotta

How it works for shoppers

Dollar General shoppers can sign up via or the DG mobile app and simply:

Search: Find the “Deals” page.

Add: Search, discover, and clip eligible offers.

Purchase: Complete the purchase of eligible items. Eligible offers will be automatically applied to cart for online and/or DG Pickup orders.

Redeem: Shoppers can spend DG Cash as soon as it’s available in their DG Wallet.

What's new
What's new
DG Wallet
DG Wallet
Deal Filter
Deal Filter
Order Screen
Order Screen




What it means for CPG brands

  • Gain exclusive access to Dollar General shoppers via the IPN.
  • Drive efficient, incremental sales.
  • Track and optimize performance in real time.
  • No coupon handling or processing fees.
  • Pay per sale — not clips or impressions.
  • Protection against stacking within the network.

Contact an Ibotta rep to get insight into opportunities for your organization, or inquire here to learn more.


CTA spectrum color bar

Achieve your brand goals

Which metrics are most important for your brand? Get in touch to explore possibilities with the Ibotta Performance Network.

Get in touch CTA Button