Kohl’s Department Stores (NYSE: KSS) today announced its 2010
integrated holiday campaign which emphasizes an unparalleled
combination of even more incredible savings opportunities than last
year, industry-leading policies and customer conveniences to help
shoppers get the best values on quality brand merchandise and enjoy
a multi-channel shopping experience throughout the season. The
integrated campaign leverages messaging from the highly effective
“The More You Know, The More You Kohl’s” platform, which has proven
to resonate with consumers and position Kohl’s as the smartest
choice for holiday gifts. Key messages such as “Give, Save and Be
Merry,” “Give, Save and Enjoy Easy Shopping” and “Give, Save and
Save Again with the Kohl’s Charge,” will be communicated across
multiple mediums, including print advertising, direct mail, e-mail,
digital and social media, Kohls.com, television, radio, in-store
and – new for the holiday 2010 season – mobile access to
Kohls.com.
Kohl's Department Stores announced its
2010 integrated holiday campaign which emphasizes an unparalleled
combination of even more incredible savings opportunities than last
year, industry-leading policies and customer conveniences to help
shoppers get the best values on quality brand merchandise. (Photo:
Business Wire)
“We expect that consumers will take a responsible, resourceful
approach to their holiday gifting this year as the economic
environment remains uncertain,” said Kevin Mansell, Kohl’s
chairman, president and chief executive officer. “Holiday gift
givers can shop at Kohl’s with confidence knowing that we are
offering even more ways to save than last year on favorite gifts,
best-in-class policies and conveniences that provide a great
customer experience. We believe we are well-positioned for the
season and that Kohl’s will continue to gain market share as we
differentiate ourselves as the smartest choice for shoppers.”
National Marketing Campaign – “Give,
Save and Be Merry!”
“Kohl’s holiday marketing campaign highlights the savings tools
and resources available at Kohl’s to help shoppers consistently and
conveniently get the most for their money throughout the season –
including the first holiday season ever to redeem Kohl’s Cash
online,” said Julie Gardner, Kohl’s executive vice president and
chief marketing officer. “From researching the best deals to
purchasing that perfect gift in store or online, Kohl’s
multi-channel strategy ensures that customers will be able to get
the gifts they want at the best values. This year, we’ve taken our
savings opportunities to the next level, and we’re pleased to offer
even more days and more ways to save than last year, including an
increased number of Power Hour, Bonus Buy, Early Bird and two-day
special offers throughout the season.”
From the computer and mobile phone to the mail box and in-store,
Kohl’s marketing mediums will showcase ways for customers to
stretch their budgets and make the holiday shopping experience fun
and easy with unparalleled savings opportunities, industry-leading
policies and customer conveniences through unique tools and
differentiators, including:
Unparalleled Savings Opportunities
- Power Hours, Early Birds and Night
Owls – During limited hours, Kohl’s offers the lowest prices of
the week on select items or categories. The amount of extra savings
varies, but the Power Hour, Early Bird and Night Owl prices are the
absolute best prices for that week. This year, Kohl’s is offering
more Power Hour and Early Bird offers compared to last year.
- Kohl’s Charge – Kohl’s Charge
customers receive a number of exclusive benefits. In addition to
receiving extra savings on their first purchase, shoppers also
receive Pick-Your-Day shopping passes and special event discounts
with no brand exclusions throughout the year.
- Kohl’s Cash – During Kohl’s Cash
promotions, shoppers get $10 for every $50 they spend, which can be
used toward a future purchase with no brand exclusions. It’s like
getting paid to shop. New this season, customers will be able to
redeem Kohl’s Cash online in addition to in store, and they will
have three additional days to earn it compared to last year.
- Only-at-Kohl’s Brands – Kohl’s
powerful brand portfolio includes quality private and exclusive
brands at exceptional values such as Simply Vera Vera Wang, LC
Lauren Conrad, Food Network, ELLE Contemporary Collection, ELLE
Décor, Dana Buchman, Candie’s, Tony Hawk, Apt. 9, Chaps, Jumping
Beans and SONOMA life + style.
Industry-leading Policies
- An Industry-Leading, Hassle-Free
Return Policy – Kohl’s has an industry-leading return policy
that gives customers a quick, convenient and “no questions asked”
experience 365 days a year. Customers returning merchandise with
receipts or items purchased with Kohl’s Charge cards are eligible
to receive full refunds, while customers without a receipt will
receive Kohl’s merchandise credit.
- No Exclusions – There are no
brand exclusions when using offers like Kohl’s Cash coupons or
Kohl’s Charge card discounts.
Customer Conveniences
- Kohls.com – 24 hours a day,
seven days a week, gifters will have access to the exciting
merchandise, tremendous values and customer conveniences available
on Kohls.com, including an engaging gift shop experience,
functionality for customer reviews and ratings and online
redemption of Kohl’s Cash.
- Kohls.com Mobile – For
the first holiday season ever, customers will have all of the great
deals and merchandise available on Kohls.com right at their
fingertips with the ability to access the site using their mobile
devices.
- List Builder Tool – Kohl’s
popular list builder tool will be available in the days leading up
to Thanksgiving on Kohls.com to help resourceful shoppers preview
hundreds of special Early Bird offers and create customized lists
for their in-store visits.
- Extended Shopping Hours – Kohl’s
opens early and closes late during key sales events throughout the
season so shoppers can take advantage of great in-store savings
when it’s most convenient.
- Kohl’s Kiosk – Buy, Save and Ship it
for Free – New this year, Kohl’s Kiosks located in all stores
make it easy to shop with confidence. Customers can choose from an
expanded assortment of styles, sizes, colors and merchandise that
may not be available in stores. In addition, items ordered from
Kohl’s in-store kiosks ship free of charge in the U.S. to a
customer’s home or to a gift recipient.
Print
Throughout the holiday season, Kohl’s will deliver customers
greater value and savings than last year, including more Power
Hour, Bonus Buy, Early Bird and two-day special offers and,
compared to last year, three extra days to earn Kohl’s Cash. Print
advertising will highlight four exciting sales events leading up to
Thanksgiving this year.
Nov. 5 to 7: Power Shopping Sale
To provide shoppers with additional time to take advantage of
tremendous savings, Kohl’s has added one additional day to this
event this year, offering three full days of Power Hours pricing on
favorite gifts, apparel, accessories, décor and more, including 180
Power Shopping offers.
Store hours:
- Friday, Nov. 5: 8 a.m. – midnight
- Saturday, Nov. 6: 6 a.m. –
midnight
- Sunday, Nov. 7: 8 a.m. – 10 p.m.
Additional ways to save:
- Redeem Kohl’s Cash through Nov. 9
earned while shopping at Kohl’s Oct. 20 to 27
- Redeem Pick-Your-Day savings offer:
Kohl’s Charge customers can enjoy additional savings on the day of
their choice Oct. 28 to Nov. 9
- Shopping Pass: Through Nov. 17, an
additional 15 percent off on everything in store and online (select
non-Kohl’s Charge card customers)
- There are no brand exclusions when
using offers like Kohl’s Cash coupons or Kohl’s Charge card
discounts
Exceptional values include:
- Save an extra 20 percent on all toys
already 10-40 percent off from Fisher-Price, Matchbox, Barbie and
more.
- $49.99: Your choice Food Network
kitchen electrics, including 4-slice toaster, 7-qt. programmable
slowcooker, blender, 16” nonstick skillet or nonstick reversible
grill griddle. Reg. $59.99-99.99 ea.
- $21.99: Chaps classic cable-knit V-neck
sweater for misses. Orig. $50
- $24.99: Entire stock Apt. 9 merino
sweaters for men. Orig. $56
Kohl’s shoppers will save even more on these incredible values
when they redeem Kohl’s Cash coupons or take advantage of Kohl’s
Charge card discounts.
Nov. 10 to 20: Christmas Kick-Off Sale
Savings continue with exceptional deals during the Christmas
Kick-Off Sale with more than 120 Bonus Buy deals. New this year, to
give shoppers even greater value, Kohl’s will offer Veterans’ Day
two-day specials from Nov. 10-11.
Store hours:
- Wednesday, Nov. 10 – Thursday, Nov. 11:
8 a.m. – 11 p.m.
- Friday, Nov. 12: 8 a.m. – midnight
- Saturday, Nov. 13: 6 a.m. –
midnight
- Sunday, Nov. 14: 8 a.m. – 10 p.m.
- Monday, Nov. 15-Thursday, Nov. 18: 8
a.m. – 11 p.m.
- Friday, Nov. 19: 8 a.m. – midnight
- Saturday, Nov. 20: 6 a.m. –
midnight
Additional ways to save:
- Secret Sale Discount: Through Nov. 17,
an additional 15 to 30 percent off on everything in store and
online (Kohl’s Charge card customers receive a sales event mailing,
which includes a peel-off sticker revealing a savings of 15, 20 or
30 percent)
- Kohl’s Cash: Through Nov. 15, earn $10
in Kohl’s Cash for every $50 spent in store or online – it’s like
getting paid to shop. Redeem Kohl’s Cash Nov. 16-24
- Shopping Pass: Through Nov. 17, an
additional 15 percent off on everything in store and online (select
non-Kohl’s Charge card customers)
- There are no brand exclusions when
using offers like Kohl’s Cash coupons or Kohl’s Charge card
discounts
Exceptional values include:
- Save 30-50 percent on entire stock
Simply Vera Vera Wang apparel for misses
- $49.99: Simply Vera Vera Wang
sequin-front cardigan for misses. Orig. $78
- $139.99 (Bonus Buy): Entire stock ¼ ct.
T.W. diamond jewelry. 10k gold. Reg. $400 ea.
- $59.99: Vivitar 12.1 MP high definition
digital camera. Reg. $129.99
- Save 40 percent on entire stock
neckwear for men
Kohl’s shoppers will save even more on these incredible values
when they take advantage of Kohl’s Charge card discounts.
Nov. 12 to 13: Mega Christmas Sale
Kohl’s proves why it is the smartest holiday shopping
destination for tremendous savings during the Mega Christmas Sale
with more than 100 Power Hour offers on favorite gifts – a 60
percent increase from last year.
Store hours:
- Friday, Nov. 12: 8 a.m. – midnight;
Power Hours: 3 p.m. – midnight
- Saturday, Nov. 13, 6 a.m. – midnight;
Power Hours: 6 a.m. – 1 p.m.
Additional ways to save:
- Secret Sale Discount: Through Nov. 17,
an additional 15 to 30 percent off on everything in store and
online (Kohl’s Charge card customers receive a sales event mailing,
which includes a peel-off sticker revealing a savings of 15, 20 or
30 percent)
- Kohl’s Cash: Through Nov. 15, earn $10
in Kohl’s Cash for every $50 spent in store or online – it’s like
getting paid to shop. Redeem Kohl’s Cash Nov. 16-24
- Shopping Pass: Through Nov. 17, an
additional 15 percent off on everything in store and online (select
non-Kohl’s Charge Card customers)
- There are no brand exclusions when
using offers like Kohl’s Cash coupons or Kohl’s Charge card
discounts
Exceptional values include:
- Save 40-50 percent on LC Lauren Conrad
collection for misses. Selected styles
- $159.99 ea. Your choice men’s Seiko
alarm chronograph watches. Reg. $300 ea.
- $49.99 after $10 mail-in rebate:
Panimage 7” digital photo frame. Reg. $99.99. Sale $59.99
Kohl’s shoppers will save even more on these incredible values
when they take advantage of Kohl’s Charge card discounts.
Nov. 19 to 20: It’s All on Sale with Power Hours
Well into November, Kohl’s continues the season of savings by
placing everything in the store on sale for two full days, offering
more than 130 Power Hour deals.
Store hours:
- Friday, Nov. 19: 8 a.m. – midnight;
Power Hours: 3 p.m. – midnight
- Saturday, Nov. 20: 6 a.m. – midnight;
Power Hours: 6 a.m. – 1 p.m.
Additional ways to save:
- Redeem Kohl’s Cash earned Nov. 10 to 15
when shopping at Kohl’s during Nov. 16 to 24
- Redeem Pick-Your-Day savings offer:
Kohl’s Charge customers can enjoy additional savings on the day of
their choice through Nov. 23
- There are no brand exclusions when
using offers like Kohl’s Cash coupons or Kohl’s Charge card
discounts
Exceptional values include:
- Save an extra 10 percent on entire
stock kitchen electrics already 10-33 percent off
- $109.99 plus, take an extra 10 percent
off Keurig Elite brewer 48-oz. removable water reservoir. Reg.
$129.99
- Save an extra 20 percent on all toys
already 10-50 percent off from Fisher-Price, Barbie, Matchbox and
more.
- $29.99: ELLE must-have sweaters for
misses. Orig. $50
- Save 50 percent on entire stock Chaps
sweaters for men
Kohl’s shoppers will save even more on these incredible values
when they redeem Kohl’s Cash coupons or take advantage of Kohl’s
Charge card discounts.
Kohl’s Charge Card and Direct Mail
Kohl’s has increased its direct mail investment and distribution
to ensure shoppers have all the savings tools they need to get the
most for their money. Throughout November and December, Kohl’s
Charge card customers will enjoy more days to save than last year.
Pick-Your-Day savings offers and shopping passes allow shoppers to
save multiple times during key sales events. This holiday season,
Kohl’s will also include an additional shopping pass with each
Pick-Your-Day offer.
Continuing to help consumers be great gifters, Kohl’s will once
again distribute a bundled holiday gift guide and jewelry mailer to
select Kohl’s Charge card holders, including additional ways to
save. New this year, Kohl’s will also distribute a December gift
guide with more than 30 pages of great gift ideas – perfect for
“last-minute” shoppers.
E-mail Alerts
Kohl’s database of shopper e-mails continues to grow as
customers look to stay updated on Kohl’s brands and savings
opportunities. E-mails beginning the second week of November will
feature fantastic offers, great gifts and stylish apparel available
in store and online, including exclusive offers available only at
Kohls.com. To ensure customers keep Kohl’s top of mind and receive
the most relevant updates as they research and plan for their
holiday shopping, Kohl’s will segment e-mails according to customer
needs, lifestyle and preference. Recipients can link to Kohl’s
Facebook page directly from their e-mails to conveniently help them
share their deals.
Digital and Social Media
Kohl’s will increase its investment in this medium as part of a
comprehensive, aggressive digital marketing strategy, leveraging
social media and online advertising. This investment reflects the
continuing trend of consumers researching purchases and sharing
information online.
The company has seen substantial growth of its Facebook fan
base, which has more than doubled since 2009 and now exceeds 2.8
million. As a result, Kohl’s will continue to increase interaction
on the site, making it easier for customers to shop and share their
experiences. The company will promote an ongoing dialogue about
Kohl’s brands, programs and gifts, increase online polling
functionality and offer integrated seasonal messaging via Facebook,
Twitter and YouTube. In addition, to further expand its digital
reach, Kohl’s will seed merchandise giveaways with strategically
selected consumer bloggers.
Homepage takeovers are a component of Kohl’s holiday digital
advertising strategy. The high-impact placements provide increased
interaction with customers, promoting increased brand exposure.
Throughout November and December, Kohl’s will promote sales events
with nine homepage takeovers on popular sites such as AOL and
Yahoo! This year, Kohl’s will also have a presence on Oprah.com to
seed messaging prior to the Jan. 1, 2011 launch of OWN and an
expanded paid advertising presence on Facebook.
Kohls.com and Mobile
The company expects Kohls.com sales to increase by more than 40
percent for 2010 as the site continues to be a go-to resource for
shoppers seeking incredible value. A convenient, one-stop
destination for holiday shoppers, Kohls.com offers merchandise and
savings available in store, plus thousands of online exclusives.
Beginning with the launch of Kohl’s online gift shop in early
November, gifters will enjoy an inspiring and easy-to-shop online
experience, including the new option to redeem Kohl’s Cash
online.
Enhancements this year to the online holiday gift shop include
increased presence of only-at-Kohl’s brands through holiday
insights from Simply Vera Vera Wang, LC Lauren Conrad, Dana Buchman
and Bobby Flay, as well as functionality for customer reviews and
ratings on items throughout the site to help online shoppers find
the best merchandise at the best values.
Recognizing that consumers are increasingly using smart phones
for improved convenience and efficiency, the company has made
significant investments in new mobile tools designed to make
shopping even easier for busy consumers who can now access a mobile
version of Kohls.com while on the go.
The popular list builder tool will once again be available on
Kohls.com during the days leading up to Thanksgiving as an
additional resource to help shoppers conveniently plan their
in-store visits and preview hundreds of Early Bird offers.
Television and Radio
Kohl’s will continue to leverage national and regional broadcast
advertisements to engage customers and highlight why Kohl’s is the
smartest choice this holiday season. Broadcast spots will feature
smart, stylish Kohl’s shoppers sharing how they not only gifted but
gifted great at Kohl’s by utilizing unique savings tools and
unbeatable policies like Kohl’s Cash, Kohl’s Charge card and Kohl's
industry-leading return policy.
Beginning after Thanksgiving, two 30-second national brand
television spots will run throughout the holiday season during such
shows as Dancing with the Stars, Grey’s Anatomy, CSI, Survivor and
Modern Family. A mix of 15 - and 30- second television advertising
spots will support Kohl’s key sales events and highlight the
company’s savings tools and differentiators.
The company continues to take advantage of radio’s strong reach
with various 30-second national radio spots debuting on Nov. 2 and
running throughout the week. Kohl’s will once again utilize DJ
integration throughout the holiday season with radio personalities
Ryan Seacrest, Billy Bush, John Tesh and Lia.
Targeted Latino Marketing
Kohl’s will continue dedicated outreach to Latino customers with
broadcast and radio spots. Beginning Nov. 8, Kohl’s will run
national television and radio spots specifically tailored for the
Latino consumer. The television spot will air on programs including
Univision Primetime novellas, Despierta America and El Gordo y la
Flaca.
Key sales events of the season will also be supported with 15-
and 30- second television and radio ad spots. These spots will
continue to highlight Kohl’s savings tools and differentiators
while conveying the excitement and satisfaction of finding great
gifts at great values for everyone in the family.
In-Store
Kohl's shoppers can expect an easy, stress-free shopping
experience, helping them get every holiday item they are looking
for in one place and at the best value during the busy holiday
season.
This exciting in-store experience will start at the entrances
and continue throughout the store with bright holiday signs
inviting customers to “Give, Save and Be Merry!” Designated gift
zones and graphics in select departments indicating "Gifts-Under"
will call out specific price points guiding gift givers to the
merchandise they want at the value that fits their budget. New this
year, Kohl’s Kiosks located in every store provide trip assurance
and added convenience, offering access to an expanded assortment of
sizes, styles, colors and merchandise that may not be available in
stores. In addition, items ordered from in-store kiosks ship free
of charge in the U.S. to a customer’s home or to a gift
recipient.
Gift card centers located near check-outs will provide shoppers
with a reliable, convenient gift option for anyone on their list.
There are no service fees and no expiration dates when purchasing
Kohl’s gift cards, which are available in store in any denomination
or on Kohls.com. Kohl’s continues to grow its selection of
third-party gift cards available in store, including Subway, PF
Changs, Best Buy, Home Depot, iTunes, Applebee's, Barnes &
Noble, Starbucks, Olive Garden and Red Lobster.
About Kohl’s Department Stores
Based in Menomonee Falls, Wis., Kohl’s (NYSE: KSS) is a
family-focused, value-oriented specialty department store offering
moderately priced, exclusive and national brand apparel, shoes,
accessories, beauty and home products in an exciting shopping
environment. Kohl’s operates 1,089 stores in 49 states with a
commitment to environmental leadership. In support of the
communities it serves, Kohl’s has raised more than $150 million for
children’s initiatives nationwide through its Kohl’s Cares® cause
merchandise program, which operates under Kohl's Cares, LLC, a
wholly-owned subsidiary of Kohl's Department Stores, Inc. For a
list of store locations and information, or for the added
convenience of shopping online, visit www.Kohls.com.
Cautionary Statement Regarding Forward-Looking
Information
This press release contains “forward-looking statements” within
the meaning of the Private Securities Litigation Reform Act of
1995. Kohl's intends forward-looking terminology such as
“believes,” “expects,” “may,” “will,” “should,” “anticipates,”
“plans,” or similar expressions to identify forward-looking
statements. Such statements are subject to certain risks and
uncertainties, which could cause Kohl's actual results to differ
materially from those anticipated by the forward-looking
statements. These risks and uncertainties include, but are not
limited to those described in Item 1A in Kohl’s Annual Report on
Form 10-K, which is expressly incorporated herein by reference, and
other factors as may periodically be described in Kohl's filings
with the SEC.
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