Big Lots to launch first loyalty card program in Q3

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Discount retailer Big Lots Inc. will launch its first loyalty card program in the third quarter of this year.

The Buzz Club card offers shoppers a discount when they make 10 purchases of more than $20 apiece. Big Lots executives believe the loyalty rewards program will help the retailer acquire new customers and build engagement among existing shoppers. All of Big Lots' more than 1,400 retail stores will roll out the Buzz Club program this fall.

“The program will allow us to learn more about our core customers' shopping tendencies and opens up micromarketing capabilities we've have never had before as a business,” said Steven Fishman, chief executive of Big Lots, during a conference call on Tuesday.

Point-of-sale register systems that Big Lots has been installing over the past few years will help the store gather Buzz Club member information with which to create personalized follow-up offers. Fishman said that all of the retailer's marketing messages going forward will be more aggressive and more completely focused on value and savings.

The retailer, which reported a 9.2% increase in Q2 earnings this week, also announced plans to open 50 new stories this year — five more than planned.

Representatives from Big Lots could not be reached for comment as of press time.

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