Big Lots, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Big Lots, Inc., operates closeout retail stores nationwide. The chain purchases merchandise at pennies on the dollar from manufacturers with production overruns, packaging changes or discontinued products. Big Lots, Inc. is headquartered in Columbus, OH.
|Main Telephone||(614) 278-6800|
|Main Fax||(614) 278-6676|
Big Lots, Inc. ContactsContacts (5/28)
|David C.||President & Chief Executive Officer||OH|
Sample of Associated Brands
|Lisa B.||Executive Vice President & Chief Merchandising & Operating Officer||OH|
|Stewart W.||Chief Information Officer||OH|
|Tim J.||Chief Financial Officer||OH|
|Steven S.||Senior Vice President & General Merchandise Manager||OH|
|Big Lots, Inc.||********|
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How Big Lots higher digital, social investments should create social ad, mom focused opps
Opportunity: Establishing early groundwork in the social advertising space, said CEO David Campisi during Big Lots’ first quarter earnings call. Therefore, readers with expertise in social direct response should continue to engage the retailer, as it first quarter comps rose 1.1% – small, yes, but, possibly a sign that new initiatives are taking hold with Big Lots’ target women customers.
Key to Know
Digital & Social Shift: Since his arrival in Jan. 2013, Campisi has focused on moving ad spend away from general traditional channels to women-focused digital and social platforms. For example, look at how
E-Commerce Future: Big Lots’ e-commerce platform is scheduled to launch in 2015, so start laying the groundwork for future adtech and digital work now. This year’s digital spending shift is just the beginning of Big Lots’ efforts to resonate better with customers across online and mobile, after company research showed that 40% of customers would “absolutely” buy online from Big Lots.
Target Customer: The retailer refers to its core customer as “Jennifer,” women ages 25-to-54 years old, with the bullseye at 42-years-old, 56% married, and 51% are parents. Big Lots' research shows that “Jennifer” wants options to shop at the retailer more frequently and better options for communicating about the brand with her friends. Furthermore, “Jennifer” controls 85% of household spend.
Agency Relationship: Chicago-based Initiative has handled media since 2007, according to The List.
Media Spend: Big Lots’ advertising expenses were $98.6 million, $101.1 million, and $98.5 million for 2013, 2012, and 2011, respectively, according to the company. Kantar Media reports that Big Lots allocated $41.9 million towards measured media last year, which was close to spending in 2012 and 2011. For the last three years, the majority of funds have gone to cable and network TV and newspaper ads.
Big Lots Inc.
300 Phillipi Rd.
Columbus, OH 43228
Senior Vice President & Chief Customer Officer
President & Chief Executive Officer