Jill Avery

Jill Avery, a Harvard Business School senior lecturer and branding expert, dives into Dollar Tree's bold choice to raise prices from $1 to $1.25 after 35 years. She discusses how this strategy affects customer perceptions and the challenges of maintaining value amidst inflation. Jill breaks down Dollar Tree's sourcing methods and the integration struggles with Family Dollar. Additionally, she addresses concerns about community impact and reassures that the brand can withstand the change if it continues to deliver value. A thought-provoking look at the balance between pricing and brand integrity!