This episode was recorded at CRMC 2022 in Chicago.

In episode 361 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Tom Kuypers, senior vice president of marketing and advertising at Ollie's Bargain Outlet, an American chain of discount closeout retail stores. Kuypers discusses his professional background in retail (0:46), the Ollie's brick-and-mortar business (1:30), and how the retailer's marketing strategy has evolved as the business grows (2:56). He shares how Ollie's marketing team targets both existing and new customers with digital efforts (4:48), how they collaborate internally with other departments and the leadership team to execute campaigns (6:11), and how they utilize customer data to inform strategy decisions (8:13).

In addition, Kuypers discusses how the retail chain acquires new members into its Ollie's Army loyalty program (10:20) as well as how he's acquiring talent to grow his digital, analytics and data team (11:14). Lastly, he shares some of the opportunities and trends he believes Ollie's can capitalize on for the remainder of 2022 (12:36).

Tom Kuypers is an established marketing professional with extensive experience in building transformational programs throughout consumer direct, digital, and retail marketing, CRM, and loyalty. He has a track record of large budget management, developing and leading high-caliber teams, and cultivating cross-functional partnerships in alignment with organizational goals. Kuyers has proven success transforming marketing strategy with technology to expand brand awareness, build engagement, and reach target markets more effectively. Lastly, he has demonstrated expertise communicating with stakeholders and C-level leaders in highly matrixed organizations.