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 (5/62)
|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, Mobile Opps: Kohl's restructuring marketing amid cost-saving initiatives (Score 60)
Subject: traditional, TV, print, direct mail, newspaper, radio, digital, social media, sponsorship
Opportunity: As part of a reorganization, Kohl’s has dismissed three senior executives. Among them was chief digital officer Krista Berry, who was promoted to the position in 2014. Her departure comes on the heels of Kohl’s hiring Sona Chawla as COO in Nov. 2015 (Chawla was the former president of digital and CMO of Walgreens, more here). Exiting with Berry are SVP of store environment and development, Paul Calderon, and SVP of communications and PR, Bevin Bailis.
Kohl’s has struggled to reach millennial shoppers and, like most brick-and-mortar retailers, is having to fend off the mighty Amazon. Therefore, even though the company is looking to cut costs, they can’t afford to completely cut marketing. Smarter spend efforts means high ROI paid and earned media pitches that can reach the coveted millennial female shopper demographic will likely be received well. Keep in mind that even if Kohl’s cuts costs significantly, it is still a huge media spender comparatively.
Creative agencies that can assist with increasing traffic to stores (and e-commerce) should get pitches ready. Kohl’s Peterson Milla Hooks has been creative AOR since 2013, putting in on the edge of average AOR tenure (2.5-3 years). The shop was also hired well before the arrival of Chawla.
According to The List, Publicis's Zenith, NY handles media buying and planning.
Media Spend: According to Kantar Media, Kohl’s spent $352.3 million on measured media in 2014 ($232.2 million through Q3 2015). Most of Kohl’s marketing spend is allocated to broadcast ads, but the company did pledge to “double down” on digital and social spend in 2015 (more here).
TV Breakdown: Spot reports that Kohl’s spent $140.1 million on national TV ads in 2015 – up from $108.6 million in 2014. See charts for show/channel targeting in 2015.
Keep in mind that Kohl’s has already reduced media spend in 2016 from the same period 2015 ($5.3 million this year vs. $8.3 million last year).
Digital Breakdown: For 2015, Kohl’s ran 506 display ads on 6,245 publishers (10% mobile). Top ad destinations included msn.com, yahoo.com, aol.com and live.com (20% placed site direct). The company also 2,653 high impact ads and 52 video ads last year. For comparison, in 2014, 708 display ads and 404 high impact (but no video) ads were run on 5,699 publishers (1% mobile; 22% placed site direct), according to Moat
Sustained Struggles: Kohl’s, like many retailers, announced that it will be closing a number of stores in 2016. So far, only 18 are slated to shutter, starting in June. Instead, Kohl’s is looking to open smaller format stores in seven US markets (35,000 sq. ft.). Kohl’s will also open two more Off/Aisle outlet stores and 12 Fila outlet stores. This decision is likely a direct response to the success of discount retailers, such as TJ Maxx and Ross Stores.
Even though store closures seem to signal larger struggles, Kohl’s same-store sales actually increased 0.4% in Q4 (anything positive, no matter how small, is huge in the current retail environment). However, the company expects sales for 2016 to fall slightly from a year ago.
New Decision Maker: Shakeel Farooque joined Kohl’s as SVP of e-commerce strategy, operations and business development in July 2015, and is responsible for omni-channel strategy.
N56 W17000 Ridgewood Dr.
Menomonee Falls, WI 53051
Executive Vice President, Marketing