Big Lots strengthens digital strategy with new appointment

Big Lots has appointed former Kmart executive Andrew Stein as the company's SVP and chief customer officer, as the company focuses more intensely on bolstering its digital footprint.



"As we develop our communication strategy focused on our customer, we know our marketing approach needs to evolve from one of traditional advertising means, such as print and television, to the digital age including social media, omnichannel, blogging and viral messaging," said CEO and president David Campisi. "We believe these channels which will be new to Big Lots will allow us to efficiently and effectively reinvigorate the Big Lots brand with our core customer and reintroduce us to a consumer segment that hasn't been fully engaged recently. Andy has been an innovator in digital marketing strategies and multi-channel communications. He brings a wealth of experience integrating e-commerce and omnichannel solutions into brick and mortar retail operations. His analytical approach to creative strategic thinking will add tremendous value to our efforts. We're delighted to welcome him as a member of our executive leadership team."



In his new role, Stein will oversee all areas of consumer engagement and customer messaging, including marketing, advertising, brand development and merchandise presentation. His responsibilities will include furthering the company's brand recognition including enhancing its Internet presence and further developing the company's e-commerce site, expanding the use of digital marketing and social media and integrating the recently enhanced Buzz Club Rewards loyalty program. Stein will report directly to Campisi.



Prior to Big Lots, Stein was a marketing executive at Kmart, where he served a number of roles leading up to his appointment as chief marketing officer in Aug. 2011. His responsibilities included building an integrated retail strategy which produced the viral video favorite "Ship My Pants," a campaign which recently received special honors from The Hub Magazine, 4 Cannes Gold Lion Awards and has gotten more than 29 million hits on YouTube. He also made significant contributions to Kmart's multicultural marketing initiative. Prior to Kmart, Stein held senior positions with IBM Global Business Consulting Services, Montgomery Wards & Co., Foot Locker and Razorfish.