Jason Riveiro, multi-cultural marketing manager at Big Lots, is spending his last week leading the Columbus, Ohio headquartered retailer’s multicultural marketing efforts. Next week Riveiro will be starting a new position as CMO at the National Association of Hispanic Real Estate Professionals (NAHREP) as we reported in our Changing Places section yesterday. We talked to Riveiro to discuss the current state of multicultural retailing and asked him about his main achievements during his tenure at Big Lots.
Portada: What is the profile of Big Lots’ multicultural consumer?
Jason Riveiro, multicultural marketing manager, Big Lots: “Big Lots’ has a diverse customer base that mirrors the US population make-up.”
How has the Hispanic population’s behavior changed over the last few years when it comes to discount retailing?
J.R.: “We have found that differences among Hispanics have become more pronounced within their level of acculturation; however, unifying elements such as a preference for aspirational name brands, spending time browsing, willingness to travel further and shop several locations seem to be prevalent among most Hispanics.”
How has Big Lots Marketing /Media Mix changed in response to these changes in behavior?
J.R.: “We have become laser focused on providing everyday value on heritage brands while continuing to provide her the surprise elements that she loves. Moreover, we are differentiating ourselves from the competition by not only having the daily necessities but bigger ticket items like mattresses or sofas.”
Does Big Lots offer coupons and if so how are they distributed? (Direct mail, Newspapers, digitally?)
J.R.: “We provide everyday low prices for our customers and will occasionally distribute coupons during select times of the year via our loyalty program, Buzz Club Rewards, as well as through email.”
Are you using online video in your marketing practice towards the U.S. Hispanic population and if so how and through what channels?
J.R.: “Yes, we have created numerous online videos primarily distributed through programmatic, paid media, YouTube and our Big Lots Latino Facebook page. Our agency, Blogsi, has been very creative in their use of stop motion videos and repurposing our broadcast commercials for online.”
What achievements are you most proud of during your time at Big Lots?
J.R.: “Definitely our El Chavo campaign. I am proud of the support we received from our senior executives and the response from the community. In addition, I think the expansion of Hispanic Heritage brands within our stores is another proud accomplishment.” (CHECK OUT: Portada’s recent article on the Big Lots El Chavo campaign during the last holiday season).
What would you liked to have done more of?
J.R.: “Brand Partnerships. With our Big Lots Latino platform, we have a unique ability to reach Latinas and help brands create compelling Spanish language content.”