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 (5/64)
|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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Score 77 – Account in Jeopardy: Kohl's marketing exec leaves amid continued struggles
Subject: traditional, TV, print, direct mail, newspaper, radio, digital, social media, sponsorship
Opportunity: Shortly after dismissing three top execs in February (more here), another Kohl’s executive is bidding adieu to the struggling retailer. Without an official reasoning, Kohl’s second-marketer-in-command, Will Setliff, has left the company. While Setliff was not the top decision maker in Kohl’s marketing department – that honor goes to Michelle Gass, who was promoted to CMO last summer – his resignation could still be a harbinger of upcoming changes. This is doubly true since Kohl’s had a less than desirable Q4 and recently announced a reorganization.
During the Q4 earnings call in late February, CEO Kevin Mansell said Kohl’s was making efforts to “reimagine all of [its] decision-making processes and better utilize previous investments.” He specified that the company has made progress in both marketing spend and speed, but believes there are still opportunities in that area of the cost structure as well. Kohl’s, which had previously announced it would increase Q4 ad spend, actually wound up decreasing spend in reaction to slowing sales. The company will continue to reduce expenses over the course of the year and Mansell said the “key unlock there, we really believe, is personalization.” This means amping up the
In addition to continued personalization, Kohl’s will also spend 2016 focusing on its e-commerce business and improving digital engagement. Sellers, while this makes it sound like dollars will be tight this year, Mansell stated that Kohl’s spent $1.2 billion on marketing last year and intends to drop that by only $10 million in 2016. So, digital, martech, print and TV sellers – dollars will still be available, you just have to come with a highest ROI strategy.
Sellers should also keep in mind that the West region has performed the strongest for Kohl’s (both for Q4 and fiscal 2015), while the Mid-Atlantic and South Central were the most difficult.
According to The List, Publicis's Account in Jeopardy” status.
Experience: Setliff was EVP of marketing for Kohl’s for just over two years. Before his tenure with Kohl’s, he served as CMO of Darden Restaurants.
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 has actually experienced five consecutive quarters of positive comps (anything positive, no matter how small, is huge in the current retail environment). However, CFO Wes McDonald said Q4 sales were still “volatile” and were below the company’s expectations.
While footwear and home continue to be the strongest categories for the company, accessories is under-performing for Q4 and fiscal 2015.
Media Spend: According to Kantar Media, Kohl's spent $369.6 million on measured media in 2015. Over half – $206.6 million – was allocated to broadcast ads. The remainder went to print ($70.7 million), display ($47.6 million), radio ($12.3 million), Hispanic media ($17.6 million) and search ($32.2 million).
National TV Breakdown: Spot reports that Kohl's spent $140.5 million on national TV ads in 2015 – up from $108.6 million in 2014. See charts for show/channel targeting in 2015.
Note that while Kohl's has increased national TV spend $15.1 million so far this year (compared to the same period 2015), $9 million of that spend was allocated to its Oscar spots (one of the four spots is shown above). Spend so far in 2016 has been $38.8 million, while the same period 2015 saw only $23.7 million.
Digital Breakdown: So far in 2016, Kohl’s has run 224 display ads on 1,412 publishers (1% mobile). Top ad destinations include live.com, go.com and msn.com (19% placed site direct), according to Moat. Kohl’s has also run 1,155 high impact and 21 video ads this year.
For the same period in 2015, 138 display, 62 high impact and 12 video ads were run on 4,300 publishers (<1% mobile; 10% site direct).
Overall, last year 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
N56 W17000 Ridgewood Dr.
Menomonee Falls, WI 53051
Chief Customer & Marketing Officer