Kohl’s Department Stores (NYSE: KSS) today announced its 2011
integrated holiday campaign, which emphasizes unprecedented value
to all customers this holiday. With more unbeatable savings
opportunities than ever before, more days and ways to shop and
share the best offers of the season, combined with industry-leading
policies, Kohl’s is the smartest choice for savvy shoppers. New
this year, Kohl’s will be open for 24 hours on Friday, Nov. 25 –
from 12 a.m. to midnight – making Kohl’s the smartest choice for
shoppers who love to give great gifts at the best value. The
marketing campaign showcases all the reasons shoppers will choose
Kohl’s first this holiday for savings on quality, stylish brands
and gifts for everyone on the list. “Love to Give, Happy to Save”
will be communicated across multiple mediums, including print
advertising, direct mail, email, digital and social media,
Kohls.com, mobile, television, radio and in-store marketing.
“The state of the economy will definitely affect how consumers
plan and shop this holiday,” said Kevin Mansell, Kohl’s chairman,
president and chief executive officer. “We understand they feel
pressure to find the best gifts at an incredible value, and that’s
what we will deliver. From opening our stores at 12 a.m. the day
after Thanksgiving – our earliest opening ever – to offering deeper
savings opportunities throughout the holidays, we are making
shopping easy and even more convenient this holiday season. We are
confident that by providing more unbeatable savings, a great
shopping experience and industry-leading policies, including our
hassle-free return policy and no brand exclusions when using offers
like Kohl’s Cash or Kohl’s Charge card discounts, that consumers
will choose Kohl’s first. We believe that our collective approach
serves as an important point of differentiation and positions us
well this holiday season.”
Kohl’s Happy Thanksaving Days Sales
Event – Friday, Nov. 25, 12 a.m. to Midnight – Open 24
hours
Kohl’s will open its doors nationwide at 12 a.m. on
Friday, Nov. 25 – the earliest opening in company history. Stores
will be open for 24 straight hours from 12 a.m. until
midnight, offering shoppers additional hours to gain incredible
savings on the items they want this season. Online shoppers can
start saving even earlier with all Early Bird specials available on
Kohls.com on Thanksgiving Day. As the smartest shopping destination
for the holidays, Kohl’s makes it easy to get incredible values on
great gifts online and in store.
National Marketing Campaign – “Love to
Give, Happy to Save”
“Kohl’s holiday marketing campaign, ‘Love to Give, Happy to
Save,’ focuses on planning, shopping and sharing in the excitement
of the holiday season,” said Julie Gardner, Kohl’s executive vice
president and chief marketing officer. “This year, we’ve
significantly increased our marketing spend in key areas including
broadcast, direct mail, digital and mobile to effectively reach
busy, budget-conscious shoppers. We know our shoppers want to give
generously this season, and we want to help them fulfill their
holiday wishes. Whether in store – or in store at the Kohl’s Kiosks
where all items ship for free, online – shopping the expanded
selection at Kohls.com – or on-the-go, Kohl’s is the holiday
destination for special gifts, wardrobe essentials and inspiring
items for the home.”
From our stores to our website to mobile devices, Kohl’s
marketing campaign will communicate more unbeatable savings
opportunities throughout the season in addition to the
industry-leading policies and customer conveniences which
include:
Unbeatable Savings Opportunities
- Kohl’s Cash® – During
Kohl’s Cash promotions, all shoppers get $10 Kohl's Cash back for
every $50 spent (in store or online) that can be used toward future
purchases in store or on Kohls.com – good on all brands and sale
prices. It's like getting paid to shop! This year, shoppers will
have an additional day to earn and three additional days to redeem
Kohl’s Cash compared to last year.
- Power Hours and Early Birds –
During special hours, Kohl's offers the lowest prices of the week
on select items or categories.
- Kohl’s Charge – Kohl's Charge
customers receive a number of exclusive benefits. In addition to
getting extra savings on their first purchase, shoppers also
receive Pick-Your-Day shopping passes and special event discounts
throughout the 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,
Jennifer Lopez Collection, Marc Anthony Collection, LC Lauren
Conrad, Food Network, Bobby Flay, ELLE Contemporary Collection,
ELLE DECOR, Dana Buchman, Candie’s, Mudd, Tony Hawk, Apt. 9, Chaps,
Jumping Beans and SONOMA life + style.
- Shoppers 60+ – Every Wednesday,
Kohl’s shoppers age 60 and better will save an extra 15 percent on
in-store purchases at Kohl’s stores nationwide.
Industry-Leading Policies
- An Industry-Leading, Hassle-Free
Return Policy – Kohl’s industry-leading return policy gives
customers a quick, convenient and “no questions asked” experience.
Customers returning merchandise with receipts or items purchased
with Kohl’s Charge cards are eligible to receive full refunds or
even exchanges, while customers without a receipt will receive a
Kohl’s merchandise credit.
- No Exclusions – There are no
brand exclusions when using offers like Kohl’s Cash or Kohl’s
Charge card discounts.
Customer Conveniences
- Kohls.com – 24 hours a day,
seven days a week, shoppers have access to the exciting
merchandise, expanded assortment of tens of thousands of online
exclusives, tremendous values and conveniences available on
Kohls.com, including functionality for customer reviews and
ratings, online earn and redemption of Kohl’s Cash and new this
year, navigation features to showcase “What’s New,” “Best Sellers”
and “Customers’ Top Rated.”
- Kohls.com Mobile – Sales
alerts and holiday offers will help smart phone shoppers stay
in-the-know about Kohl’s promotions throughout the season. This
year, a newly enhanced mobile application allows users to view and
search circulars, use QR code and in-store bar code functionality,
manage Kohls.com accounts, shop online and more.
- List Builder Tool – For the
holidays, Kohl’s popular list builder tool will once again 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 Store Shopping Hours –
Kohl’s stores open early and close late 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 – 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, Kohl's offers free standard
shipping in the U.S. on items ordered from in-store kiosks.
Kohl’s Charge Card and Direct
Mail
As in recent years, Kohl’s is significantly increasing its
investment and distribution in direct mail. In November and
December, Kohl’s Charge card and non-Kohl’s Charge card customers
will enjoy more ways to save than last year, including more
Customer Appreciation Shopping Passes and Buy More Save More
opportunities. Kohl’s Charge card shoppers can get even more
savings on the day of their choice with Pick-Your-Day shopping
passes.
Delivering convenient gifting solutions to shoppers, 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. Also, in mid-December, just in time for “last-minute”
shoppers, Kohl’s will distribute an additional gift guide with more
than 32 pages of great gift ideas including more jewelry and
watches and a large selection of national, private and exclusive
brands.
Email Alerts
Customers choosing to receive Kohl’s email alerts will be sent
relevant updates on Kohl’s brands and savings opportunities. This
year we are increasing the number of emails that we send to
customers. Emails will begin the second week of November and will
highlight incredible offers on stylish, quality gifts for
individuals, families and the home. To ensure savvy shoppers have
access to convenient tools and gifting solutions as they research
and plan their purchases, Kohl’s will send emails tailored to
customer needs, lifestyle and geographic location. Emails will also
connect customers directly to online experiences including Kohl’s
online Gift Shop, Style Shop, an expanded assortment of online
exclusives and list builder tool.
Digital and Social Media
Kohl’s will increase its investment and reach through digital
and social media, reflecting the growing trend of consumers going
online to research and plan their holiday shopping. The company has
continued to see substantial growth of its Facebook fan base, which
now exceeds 5.8 million, up from approximately 2.8 million at this
time last year. Kohl’s will leverage Facebook, Twitter and YouTube
to make it easier for customers to shop and share their
experiences. The company will engage in ongoing dialogue about
Kohl’s brands, programs and gifts and will share select offers on
Facebook and Twitter throughout the holiday season. Facebook fans
will also receive exclusive savings opportunities during the
holidays. New this year, the company will host an interactive
charitable contest on Facebook that celebrates the holiday spirit
and reinforces Kohl’s “Love to Give, Happy to Save” message.
Kohl’s will also leverage homepage takeovers as part of the
company’s digital advertising strategy. The high-impact placements
provide additional 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, MSN and Yahoo! Similar to last year, Kohl’s will have
an expanded paid advertising presence on Facebook with online
engagement ads. New this year, Kohl’s is investing in targeted
online advertisements that help the company reach more targeted
audiences and share holiday offers and promotions each day.
Kohls.com
The company expects sales on Kohls.com to reach $1 billion by
the end of 2011 – an increase of approximately 38 percent from
2010. A convenient, one-stop destination for holiday shoppers,
Kohls.com offers merchandise and savings available in store, plus
tens of thousands of online exclusives. Visitors to Kohls.com will
find new offers throughout the holiday season and convenient new
navigation features – showcasing “What’s New,” “Best Sellers” and
“Customers’ Top Rated” – to help customers plan and purchase
holiday gifts easily. Kohls.com shoppers will enjoy Kohl’s seasonal
promotions found in store, including the option to redeem Kohl’s
Cash online. They will also receive additional value through online
exclusive discounts and promotions on popular shopping days in
November and December and compelling free shipping offers with a
minimum purchase every day throughout the holiday season.
In early November, Kohl’s will launch its online Gift Shop,
where customers can enjoy an inspiring and convenient online
shopping experience. The Gift Shop will feature easy-to-shop
categories to help gift givers find the perfect items for everyone
on their lists. The new online Style Shop is an additional tool
customers can use to find key holiday trends and inspired gift
ideas. 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 and online visits and preview hundreds of Early Bird
offers. Online shoppers can start shopping after Thanksgiving Day
specials early this year, with all “Happy Thanksaving Days” Early
Bird specials available on Kohls.com on Thanksgiving Day.
Mobile
Recognizing that consumers are increasingly using smart phones
for convenient, efficient shopping, the company has made
significant investments in new mobile tools designed to make
shopping even easier for busy consumers on-the-go. Sales alerts and
exclusive holiday offers will help smart phone shoppers stay
in-the-know about Kohl’s promotions throughout the season. An
enhanced mobile application allows users to view and search
circulars, find local store information, use QR code and bar code
functionality to find product descriptions, read reviews, shop
online, manage Kohls.com accounts and more.
Television and Radio
This year Kohl’s is significantly increasing its spend in
broadcast to reach more customers. Kohl’s will inspire shoppers who
“Love to Give” and are “Happy to Save” with advertisements that
feature moments capturing the joy of giving the perfect gift.
Beginning October 31, two 30-second national brand television spots
will run throughout the holiday season during such programs as
Dancing with the Stars, The X Factor, Grey’s Anatomy, Parenthood,
How I Met Your Mother, The National Dog Show and various holiday
specials.
A mix of 15- and 30- second television advertising spots
highlighting the company’s exceptional value and key
differentiators will support Kohl’s key sales events and seasonal
merchandise offers to demonstrate why Kohl’s is the smartest choice
for holiday shopping. Kohl’s will also sponsor Food Network’s
Thanksgiving Live! program on Sunday, Nov. 20. This two-hour
interactive program has top Food Network talent answering viewers’
questions about holiday meals and features exclusive Food Network
merchandise available at Kohl’s.
The company continues to take advantage of radio’s strong reach
with various 30-second national radio spots debuting on Nov. 1 and
running through mid-December. Kohl’s will once again utilize DJ
integration throughout the holiday season with radio personalities
Ryan Seacrest, John Tesh and Lia, which will also support this
year’s “Love to Give, Happy to Save” Facebook Contest.
Targeted Latino
Marketing
Kohl’s will continue to engage Latino consumers during the
holiday season through tailored national broadcast and radio spots
beginning Nov. 7. The 15- and 30-second dedicated television spots
will air on programs including novellas Una Familia con Suerte and
La Fuerza del Destino and will feature gift-giving scenarios that
demonstrate Kohl’s total value available to all customers through
incredible savings opportunities on top of already great prices on
quality brands.
In-Store Marketing
Kohl's shoppers can expect an easy, convenient shopping
experience that starts when they approach the store doors and
continues with bright holiday signs expressing the overall holiday
campaign message “Love to Give, Happy to Save.” Holiday signs
throughout the store will call out the quality, stylish brands
available at Kohl's. Designated gift zones will showcase gifts
under specific price points to guide gift givers to the merchandise
they want at the value that fits their budget. Additionally, Kohl’s
Kiosks conveniently located in every store offer shoppers access to
an expanded assortment of sizes, styles, colors and merchandise
that may not be available in stores. A benefit of this year-round
feature, items ordered from in-store kiosks ship free of charge in
the U.S. to a customer’s home or to a gift recipient.
To provide shoppers with an easy, convenient gift option, gift
card centers will be located near check-outs and will offer an
expanded assortment of holiday and everyday gift card styles, as
well as a variety of accessories and Godiva chocolates to pair with
gifts. Available both throughout stores and on Kohls.com in a
variety of denominations, Kohl’s gift cards can be used anytime and
have no service fees and no expiration dates. Kohl’s continues to
grow its selection of third-party gift cards available in store,
including gift cards for the digitally savvy for iTunes and
Facebook Credits, as well as Best Buy, Barnes & Noble, Home
Depot, Lowe’s, Starbucks, Applebee’s, Olive Garden, PF Chang’s, Red
Lobster, Subway, SpaFinder, BP Gas, Shell Gas and more.
Philanthropy
This holiday season, Kohl’s makes it easy for consumers to give
back to those who need it most through its numerous cause marketing
initiatives, including its children’s and women’s cause merchandise
programs of which 100 percent of the net profits are donated to
children’s health and education initiatives and fighting breast
cancer. New this year, the company will host an interactive contest
on Facebook that celebrates the holiday spirit and reinforces
Kohl’s “Love to Give, Happy to Save” message. Kohl’s will engage
Facebook fans to help allocate $500,000 to select charities while
rewarding personal stories of giving with Kohl’s gift cards.
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. With a commitment to environmental leadership, Kohl’s
operates 1,127 stores in 49 states. In support of the communities
it serves, Kohl’s has raised more than $180 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/A, 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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