Kohl's tactics are good, but its strategy might require more solidifying
Linda Pophals, marketing and sales manager, KRM Information Services Inc.
A direct mail piece from Kohl's targets holiday shoppers with a tempting offer – a $10 discount – prominently displayed on the front of an oversized mailer.
Also prominent on the front cover, and throughout the piece, is a promotion for Kohl's charge card, which is likely the real driver for the promotion.
From a tactical DM standpoint, Kohl's has the basics down: The oversized mailer will get attention. The $10 offer is prominent and compelling. An array of product offerings appeals to Kohl's mainstream audience. Key benefits are clearly stated, and an offer of 10% more off is tied to a credit card offer.
But, before a direct marketer even gets to the point of delivering the creative in a tactical format, strategy needs to be considered. There are some good things going on here, but the question remains whether the strategy behind the tactic is sufficient to achieve Kohl's long-term goals; it may need to consider something beyond discount offers.
