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

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

REACHING JENNIFERS: 360º APPROACH

TV

CATALOGIN-STORE SUPPORT

VIDEO SERIES

SITE CONTENT

EMAILSSOCIAL

SUPPORT

CIRCULAR

PR

DIGITAL MEDIA

UNDERSTAND AND EXTEND THE BRAND VOICE

STAY TRUE TO OUR BRAND VOICE REGARDLESS OF CATEGORY OR PLATFORM

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%

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

Q&A !

THANK YOU