Facebook’s product is important because email is the most cost-effective marketing channel that online retailers use.
The discount retailer says Andrew Stein will help develop BigLots.com.
Discount mass merchandise retailer Big Lots Stores Inc. has hired Andrew Stein, who most recently was vice president and chief marketing officer for Sears Holdings Corp.’s Kmart unit, as a senior vice president and its chief customer officer.
Stein is charged with developing BigLots.com and Big Lots’ overall digital strategy. BigLots.com, the chain’s consumer-facing site, is not e-commerce-enabled. The retailer does operate a B2B wholesale site that is e-commerce-enabled at BigLotsWholesale.com.
Big Lots says its wants to improve how it communicates with customers on the web. “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,” says David Campisi, Big Lots’ CEO and president.
Stein will report to Campisi. In addition to improving Big Lots’ digital strategy, Stein is also responsible for consumer engagement and messaging, including marketing, advertising, brand development and merchandise presentation, Big Lots says.
It was under Stein’s leadership that Kmart had its viral video hit “Ship My Pants,” which to date has collected about 20 million views on the retailer’s YouTube channel.