Big Lots: Extending Brand Voice through Improvisation & Integration - DRS Chicago, June 2015
Transcript of Big Lots: Extending Brand Voice through Improvisation & Integration - DRS Chicago, June 2015
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BIG LOTS: EXTENDING BRAND VOICE THROUGH IMPROVISATION AND INTEGRATION
ANDREW STEIN, SVP & CHIEF CUSTOMER OFFICER AT BIG LOTS JEN BILLS, CREATIVE DIRECTOR AT O’KEEFE REINHARD & PAUL
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OUR CORE CUSTOMERS: JENNIFERS
•WOMEN AGES 25-54, AVG AGE 42
!•MARRIED 56% !•KIDS AT HOME 51% !•WORKS FROM HOME
67%
•HH INCOME RANGE $30K - $100K
!•AVERAGE HHI $54K !•CAUCASIAN 65%,
HISPANIC 23%, AFRICAN AMERICAN 17%, ASIAN 4%, OTHER 1%
SURPRISES IN EVERY AISLE
AMAZING VALUE
ON GREAT MERCHANDISE
QUALITY, BRANDS, FASHION
EASY-TO-SHOP
EXPERIENCE
CUSTOMER VALUE PROPOSITION
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REACHING JENNIFERS: 360º APPROACH
TV
CATALOGIN-STORE SUPPORT
VIDEO SERIES
SITE CONTENT
EMAILSSOCIAL
SUPPORT
CIRCULAR
PR
DIGITAL MEDIA
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UNDERSTAND AND EXTEND THE BRAND VOICE
STAY TRUE TO OUR BRAND VOICE REGARDLESS OF CATEGORY OR PLATFORM
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GROWING SOCIAL PRESENCE
•1.2 MILLION FACEBOOK FRIENDS •71,000 TWITTER FOLLOWERS •14,000 INSTAGRAM FOLLOWERS •18,000 PINTEREST FOLLOWERS •OVER 7 MILLION YOUTUBE
CHANNEL VIEWS •3,000 YOUTUBE SUBSCRIBERS •MONTHLY BIGLOTS.COM UNIQUE
VISITOR INCREASE OF OVER 25%
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KEY TAKEAWAYS
• UNDERSTAND YOUR BRAND VOICE AND BE TRUE TO IT ACROSS ALL PLATFORMS
!
•BE BOLD WITH THE WORK, LEAN INTO EACH TACTIC !
•REMAIN WILLING TO TRY DIFFERENT IDEAS AND OPTIMIZE
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Q&A !
THANK YOU