Big Lots is rolling out a new rewards-enabled app to help bolster its online presence. The discount store chain announced Nov. 8 that it would launch the app for current and prospective members of its existing in-store Big Reward loyalty program.

The app offers in-store rewards access. It also boasts a personalized dashboard for tracking earnings and the ability to manage one’s Big Lots credit card. It also pushes weekly “exclusive deals” to shoppers.

The refreshed app marks a new push for the retailer in a year that has seen Big Lots struggle alongside other discount stores. Big Lots filed for Chapter 11 bankruptcy in September 2024 to facilitate a sale of the company to Nexus Capital Management.

Big Lots ranked No. 237 in the Top 1000. The database is Digital Commerce 360’s ranking of North America’s top online retailers by their annual web sales. Digital Commerce 360 projects Big Lots ecommerce sales will reach $389.36 million in 2024.

Big Lots web sales by year

Big Lots rewards app debuts

“With the introduction of the Big Lots app, our Big Reward customers will have an enhanced and more personalized shopping experience,” said Bruce Millard, senior vice president of marketing and ecommerce at Big Lots. “We aim to make it easier for our customers to access their rewards, stay informed about the best deals, and manage their profiles and credit cards all in one place as they shop in-store and online for bargains to brag about.”

Jason Downie, CEO of digital marketing and technology consulting firm Making Science, said the enhanced app is more than just about creating customer experience.

“The mobile app initiative is a way for the retailer to capture first-party data, which may be a key element of their strategy to reinvigorate the brand,” Downie said, adding that the data has real value for the chain.

First-party data is an important area where Big Lots stands to benefit.

“Big Lots can collect data on consumer behavior and use those insights to make data-driven adjustments to the business,” Downie noted.

Among those adjustments are tweaks like highlighting specific products, changing its inventory and doubling down on certain effective marketing strategies.

Appealing to online shoppers

“In addition, the mobile app may capture younger, digitally native audiences that only shop online,” Downie said.

He also surmised the app may contain other ways to engage with the brand. Those could extend beyond transactions, creating deeper customer relationships.

Aron Bohlig, a managing partner at ComCap, a boutique investment bank focused on the intersection of commerce and capital, is bullish about the app’s prospects.

“We expect this new program will be very successful for Big Lots,” Bohlig said.

He emphasized that rewards programs are one of the best ways to bring additional consumers into a retailer’s customer base.

“It also drives additional sales to your best customers,” Bohlig assessed. “Big Lots’ announcement signals they are not taking anything for granted and are aggressively competing to win the hearts and pocketbooks of their customers.”

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