Big Lots has a lot riding on Jennifer, which it hopes will stimulate customer engagement and customer loyalty.
Who, you ask, is Jennifer?
“Jennifer” is a design persona, an archetype that is representative of a key customer segment at Big Lots created a few years ago. Big Lots CEO David Campisi believes the design persona of Jennifer will develop a new mentality to focus on her and all facets of the business will pay off and begin to drive positive comps over time.
During the first quarter, Big Lots, introduced Jennifer to a....