Tom Kuypers

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

In episode 361 of Total Retail Talks, Tom Kuypers, senior vice president of marketing and advertising at Ollie's Bargain Outlet, an American chain of discount closeout retail stores, discusses how the retailer's marketing strategy has evolved as the business grows. He shares how Ollie's marketing team targets both existing and new customers with digital efforts, and how they utilize customer data to inform strategy decisions, among other topics.

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