This episode was recorded at CRMC 2022 in Chicago.

Editor-in-Chief Joe Keenan interviews Tom Kuypers on episode 361 of Total Retail Talks. Tom Kuypers is Senior Vice President of Marketing and Advertising for Ollie’s Bargain Outlet, an American discount chain of close-out retail stores. Kuypers shares his background in retail (0:46), Ollie’s brick and mortar business (1:30), and how retailers’ marketing strategies have evolved as their business has grown (2:56) is explained. He explores how Ollie’s marketing team targets both existing and new customers with digital initiatives (4:48), how they collaborate internally with other departments and leadership teams to execute campaigns ( 6:11), sharing how you can leverage customer data to inform your strategy. Decision (8:13).

Additionally, Kuypers discusses how retail chains can recruit new members to Ollie’s Army loyalty program (10:20) and recruit talent to grow their digital, analytics, and data teams (11:14) I will explain. Finally, we share some of the opportunities and trends that Ollie’s believes he can capitalize on for the rest of 2022 (12:36).

Tom Kuypers is an established marketing professional with extensive experience building transformational programs across consumer direct, digital, retail marketing, CRM and loyalty. He has a proven track record of managing large budgets, developing and leading high-performing teams, and fostering cross-functional partnerships aligned with organizational goals. Kuyers has proven success using technology to transform marketing strategies to increase brand awareness, build engagement, and reach target markets more effectively. Finally, he has demonstrated his expertise in communicating with stakeholders in highly matrixed organizations as well as his C-level leaders.