Kohl's tactics are good, but its strategy might require more solidifying

Share this article:

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.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.