Kohl's ups holiday season commitment to digital, direct mail

Share this content:

Kohl's Department Stores will increase its investment in digital media by 25% this holiday season. The chain will also boost the amount of mailings to Kohl's Charge Card users, including distributing a men's holiday gift guide in select markets, it said October 29 in a statement.

The moves are part of Kohl's integrated holiday marketing campaign, which will focus on promoting savings opportunities at the store, including special deals throughout November and December.

The merchant will also boost its social marketing efforts this holiday season in several ways, including by seeding popular consumer blogs with merchandise giveaways. In addition, Kohl's Facebook page, which has 700,000 fans, will adopt the look and feel of the holiday campaign. Shoppers who have opted in to receive e-mail from Kohl's can post sales offers to their Facebook pages.

The retailer will also use direct mail to inform consumers about savings opportunities. Select charge-card holders will also receive a gift guide and jewelry mailer, as well as a men's holiday gift guide, which is new this year.

Kohl's said in a statement that it will have a stronger media presence than last year. The first of two 30-second national brand TV spots will debut November 2. These will be supplemented with 10- and 30-second spots showcasing specific events.

In addition, the retailer is optimizing its presence in media with high ROI, such as radio.

A variety of 30-second national radio spots will air beginning November 2 in select markets.

The multichannel merchant will also promote sales events throughout November and December with homepage takeovers of AOL, MSN, Yahoo and other popular sites.

In addition, at more than 30 newspaper Web sites, consumers will be able to browse Kohl's products when interacting with an online ads.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above