Big Lots 2013 Annual Report Download - page 2

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JENNIFER
is one
of the most popular names
in our Big Lots Buzz Club
Rewards
®
program. So it’s
the name we’ve chosen
to represent our target
audience — the person
most likely to shop often
at Big Lots!
OUR CORE CUSTOMER JENNIFER
Not all Jennifers are created equal.
Our research shows that we have four
types of customers.
THE SMART HUNTER
¡
Shops to save and enjoys it
¡
One of the first to check out new stores
¡
Values friends’ opinions on shopping
¡
Likes options and choice in shopping
THE SAVVY BARGAINISTA
¡
Everything about shopping excites her
¡
Celebrates finding everyday surprises — big and small
¡
Will go out of her way to find amazing deals
¡
Values style and fashion within reach
¡
Always shopping online
THE PRAGMATIC MINIMALIST
¡
Shopping isn’t enjoyable for her
¡
Only shops when she needs something
¡
Ideal shopping experience = efficient
¡
Flexible on price if she gets what she wants
THE FOCUSED TRADITIONALIST
¡
Shops for convenience and price
¡
Rarely shops outside favorite stores
¡
Likes to shop with family
OUR MISSION
Guided by an understanding of our core
customer Jennifer, our mission is simple:
SURPRISES*
IN EVERY AISLE,
EVERY DAY.
*unexpected prices, items, and brands
OUR VISION
Recognized for providing an
outstanding shopping experience for
our customers, valuing and developing
our associates, and creating growth for
our shareholders.
OUR VALUES
EXCEED customer expectations
Treat people with RESPECT and DIGNITY
Be a PASSIONATE leader
Participate and CONTRIBUTE
Pursue EXCELLENCE
Work as a TEAM
SHARE knowledge
Make QUICK, responsible decisions
LISTEN and communicate
Have FUN