Kohl's Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
Kohl's Corporation operates family-oriented, specialty department stores targeted at middle-income customers in the United States. The company's department stores sell moderately-priced national brand apparel, footwear, accessories, soft home products and housewares, predominately in the midwest, and rapidly expanding across the United States. Kohl's is headquartered in Menomonee Falls, WI.
|Main Telephone||(262) 703-7000|
|Main Fax||(262) 703-6501|
Kohl's Corporation ContactsContacts (5/63)
|Wes M.||Principal & Chief Financial Officer||WI|
Sample of Associated Brands
|Kevin M.||Chairman, President & Chief Executive Officer||WI|
|Michelle G.||Chief Merchandising & Customer Officer||WI|
|John W.||Senior Executive Vice President & Chief Administration Officer||WI|
|Sona C.||Chief Operating Officer||WI|
|Cares for Kids Program||******|
|***. *||***************||media buying & planning||2013||present|
|****'* ***********||******** ********||multicultural||2003||present|
|****'* ***********||***************||Media Planning||2015||present|
|****'* ***********||******-********||public relations||unknown||present|
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Digital, TV Opps: Kohl's names former Walgreen's marketing exec as COO
Subject: traditional, TV, print, direct mail, newspaper, radio, digital, social media, sponsorship
Update (11/18): Named Sona Chawla as COO, effective Nov. 30. Chawla joins Kohl’s from Walgreens, where she served as president of the company’s e-commerce business and CMO. In her new role at Kohl’s, Chawla will oversee all store operations, including company logistics and supply chain network, its planning and operations and store construction and design. Chawla is said to be a longer-term candidate for Kohl’s CEO position, along with chief merchandising and customer officer Michelle Gass. Read more about Kohl’s marketing plans for Q4 2015 and 2016 below.
Below was originally published on 11/13:
Opportunity: According to CFO Wesley McDonald in the Q3 earnings call, Kohl's Q4 marketing will be up about 14% compared to last year. Specifically, he said you will see “a bigger SOV from Kohl's in Q4 in terms of broadcast and digital.” For Q4 2014, Kantar Media reports that Kohl's spent $114.8 million on measured media, meaning Q4 2015 should be around $130.9 million. Keep in mind, as well, that DailyVista told you about Kohl's intention to increase digital and social outlays through Q4 (more here). Reach out now to secure possible remaining holiday dollars. Sellers, and agency readers should come with pitches that differentiate Kohl's from its larger competitors and get more consumers in store.
The retailer also recently began marketing its Buy Online, Pick Up In Store functionality, so look for dollars around this push. It should also be noted that Kohl's has been testing new marketing strategies using both segmentation and personalization and will now be concentrating personalization efforts to specifically drive new customer engagement. These initiatives will target two growing segments of the population, millennials and Hispanics.
According to The List, Publicis's Peterson Milla Hooks is creative AOR.
Media Spend: According to Kantar Media, Kohl's spent $352.9 million on measured media in 2014 – down 2.8% from 2013. The overwhelming majority of this was allocated to broadcast ads ($192.3 million). The remainder was divided as follows: print ($81.7 million); digital, mainly search ($50.4 million); Hispanic media ($17.4 million); and radio ($10.5 million).
National TV Spend: iSpot records that Kohl's has spent $97.1 million on national TV ads through Nov. 12, 2015. This is a 26.4% increase from the same period 2014, when $76.8 million was spent. See chart for 2015 channel/show targeting. Kohl's national TV SOV is 12.7%, putting it at No. 5 behind Walmart, Macy's, JCPenney and Target (who iSpot considers competitors).
Digital Breakdown: Moat data reveals that Kohl's has run 401 standard display ads on 5,491 publishers so far this year (10% mobile). Top ad destinations include kohls.com, etonline.com, msn.com, today.com, nbcnews.com and disney.com.
For the same period during 2014, 595 creatives were run on 4,806 publishers, signaling that Kohl's is increasing its display presence this year.
N56 W17000 Ridgewood Dr.
Menomonee Falls, WI 53051
Chief Customer Officer
Executive Vice President, Marketing