In a strategic move to enhance its online presence and engagement, Big Lots Inc. has launched a new affiliate program through a partnership with impact.com. This initiative aims to allow social media creators and publishers to earn commissions on referral sales generated through their online communities. With this program, Big Lots recognizes the power of influencer marketing and harnesses the authenticity that creators bring to the table.
Bruce Thorn, president and CEO of Big Lots, notes, “Big Lots has built a dedicated and influential following of shoppers who crave discovering excellent deals and sharing them with others.” This statement encapsulates the essence of community-driven marketing that has become essential in today’s e-commerce landscape. By introducing this affiliate program, Big Lots positions itself as a brand that not only values but actively seeks the collaboration of content creators to reach bargain-savvy shoppers.
The initiative builds on the success of the company’s influencer and ambassador program, which has already generated substantial interest. This previous program has produced hundreds of new images and videos, leading to tens of millions of impressions across various platforms. The result? Improved site conversion rates, higher email click-through rates, and a commendable increase in return on ad spend compared to traditional brand-generated content.
The increasing demand for authenticity in marketing cannot be overstated. Today’s consumers are more informed and critical than ever before; they seek trusted advice and real experiences when making purchasing decisions. This is where Big Lots’ affiliate program shines. Cristy Garcia, chief marketing officer at impact.com, emphasizes the potential of this initiative, stating, “We see tremendous potential in Big Lots’ new affiliate program to reach new audiences and generate incremental value.” By creating an opportunity for creators and publishers to monetize their authentic content, Big Lots aims to foster trust and relatability among potential customers.
One of the significant advantages of affiliate programs is their ability to facilitate mutual growth. For creators, the opportunity to earn commissions through shared content can significantly enhance their business model. They can engage with their followers naturally and authentically while promoting products they believe in. This symbiotic relationship helps Big Lots reach new audiences while giving creators a financial incentive to promote the brand enthusiastically.
The timing of this program is particularly intriguing. Earlier this month, Big Lots entered into a sale agreement with an affiliate of Nexus Capital Management LP, which will acquire substantially all of the company’s assets and ongoing operations. To facilitate this transaction, Big Lots and its subsidiaries have initiated voluntary Chapter 11 proceedings in the U.S. Bankruptcy Court for the District of Delaware. Despite these challenges, the retailer remains committed to welcoming customers online and at its over 1,000 stores across 48 states.
By leveraging digital marketing tactics like affiliate partnerships, Big Lots aims to stabilize and potentially revitalize its business during this transitional phase. The COVID-19 pandemic has significantly shifted retail dynamics, with e-commerce becoming an essential component of business strategies. Companies that adeptly navigate this new era, utilizing influencer marketing and committed digital initiatives, stand to benefit in the long run.
Moreover, the role of social media creators in shaping purchasing decisions cannot be underestimated. A survey by the Influencer Marketing Hub found that 63% of marketers plan to increase their influencer marketing budget in the upcoming year. This aligns with Big Lots’ strategic response to the market’s dynamic nature.
As Big Lots continues its efforts to deepen connections with its customer base, this affiliate program could serve as a critical pillar of its marketing strategy. Aligning with creators who genuinely resonate with their audiences allows Big Lots to tap into established communities. This not only enhances drive-to-shop metrics but also broadens brand visibility in an increasingly crowded online marketplace.
In conclusion, Big Lots’ new affiliate program marks a significant step forward in its digital marketing strategy. By collaborating with social media creators and publishers, the retailer is harnessing the power of community and authenticity. While the company navigates through transitional challenges, this initiative could prove pivotal in driving engagement, increasing sales, and ultimately winning the trust of a broader consumer audience.
