Andrew Stein from Big Lots & Jen Bills from OKRP's presentation from Digiday Retail Summit in Chicago - June 10, 2015.

1. 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

2. 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

3. REACHING JENNIFERS: 360º APPROACH
TV
CATALOG
IN-STORE
SUPPORT
VIDEO
SERIES
SITE
CONTENT
EMAILS
SOCIAL
SUPPORT
CIRCULAR
PR
DIGITAL
MEDIA

4. UNDERSTAND AND EXTEND THE BRAND VOICE
STAY TRUE TO OUR BRAND VOICE REGARDLESS
OF CATEGORY OR PLATFORM

5. 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%

6. 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

7. Q&A
!
THANK YOU