Kohl's Sticks With Savings Messages

Kohl's entered the new year with a continuation of the savings messages that dominated its marketing activity in 2009.The department store chain this month employed the slogan, "The More You Rave, The More You Save," on various signs for such brands as Hanesbrands' Hanes and New Balance Athletic Shoe's flagship brand. The new message is a spin-off of "The More You Know, The More You Kohl's," the tagline the chain began using in March 2009. (See "Kohl's Thinks Customers Are in the 'Know'" in Related Articles.)Promotional ActivityKohl's reprised its annual fitness sale to coincide with New Year's health-related resolutions. (See "Kohl's Falls 'Head Over Deals'" in Related Articles.) Shelf and rack signs in fitness apparel departments present the theme.Displays and SignsThe chain has added flat-screen TVs playing product demos to displays for KitchenAid mixers and exclusive Food Network cookware. (See Images at right.)Private LabelKohl's recently enhanced the Simply Vera Vera Wang section of its footwear department. (See Images at right.) The section comprises four dark-wood floorstands -- in contrast to the light wood used elsewhere -- with branded side panels and matching dark leather in the seating area. Introduced in September 2007 (see "Kohl's Unveils 'Simply Vera'" in Related Articles), the collection was previously showcased on one or two floorstands (depending on location).CircularsOne of the more prolific distributors of newspaper circulars, Kohl's dropped at least 13 inserts between a Nov. 11 "Christmas Kickoff Sale" and the end of 2009. Customers in the chain's database also received a number of direct-mail pieces providing additional savings of 15% or better.Financial InformationSales in third-quarter 2009 (ended Oct. 31, 2009) increased 6.5% to $4.1 billion, as comparable-store sales rose 2.4%.Store GrowthKohl's, Menomonee Falls, WI, operates 1,059 stores in 49 states.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Kohl’s Unveils Babies R Us Shops, Reimagines Its Home Goods

Kohl’s Introduces Downsized Sephora Shops for Its Smaller Stores