Greg reveals Kohl’s upcoming campaign, How to Kohl’s, and what customers can expect this spring
We recently sat down with Kohl's chief marketing officer, Greg Revelle, to get the inside scoop on Kohl's new spring marketing campaign and how Kohl's is helping families find everything they need at an incredible value without sacrificing quality. Read on to learn more about How to Kohl's.
Kohl's stood out this past holiday. How did the holiday season inform your marketing approach for spring?
I couldn't be happier with the holiday season - Kohl's showed up really well. This was in large part due to our incrediable associates across the country who brought holiday to life for our customers. I want to express my sincere gratitude to our associates especially the store, merchant, product development, ecommerce and technology teams.
Our holiday spot, Give Joy, Get Joy, drove a lot of attention to the brand, our product offerings for the entire family, and to Kohl's Cash. Our goal is to sustain that momentum going into spring season and throughout the year.
Our new customer acquisition rate during holiday was the highest we've seen in several years. It's important we create a compelling spring campaign that continues to introduce these customers to the Kohl's brand and all we have to offer. So this spring, our overall focus is on How to Kohl's. The campaign is focused on three elements: value, product and ease. We'll share the amazing brands customers will find at Kohl's for the entire family; we'll show customers how to take advantage of our incredible value offerings like Kohl's Cash, Yes2You Rewards and Kohl's Charge promotions; and we'll highlight the ease of shopping at Kohl's with conveniences like buy online, pick up in store and the Kohl's App, which features the mobile wallet - a place to store all your Kohl's Cash and coupons in one spot.
Our hope is that with the help of our How to Kohl's campaign, customers will learn how to take advantage of all our conveniences, product offerings and savings opportunities. We find that our most loyal customers really know How to Kohl's and have a more enriching shopping experience.
Where will customers see How to Kohl's come to life this spring?
The campaign will come to life across all of our marketing channels, including print, digital, social, and in-store, to enhance the customer experience and show everyone just how easy it is to win at Kohl's.
From a dedicated landing page on Kohls.com for new customers to leaning into the "How to…" messaging in-store, in tab and on social, all of our marketing ladders up to How to Kohl's. In March, you will see this come to life in useful ways like How to put a great outfit together, How to use Kohl's Cash and How to use the Kohl's App.
Kohl’s is introducing a new brand TV spot for spring. Is there anything new or different in the way the marketing team approached creating the spot?
We are always trying something new and innovative and want to stand out to customers. So for the first time ever, we used a drone to shoot our spring brand spot, which focuses on the in-store shopping experience from a firsthand perspective. We attached a camera to a drone which flies through the store highlighting our active offerings for the entire family, including Under Armour, Nike, and Adidas, and our value proposition with Kohl's Cash - a savings customers will only find at Kohl's.
It was a challenging but fun spot to produce. We had to seamlessly stitch shots together and I think we pulled it off. The cinematography for this spot is different than anything we or others have done before and I’m excited to see the reaction from our associates and customers.