Blog #7: Kohl’s Offline/Online Efforts
Mar 4th, 2024 by John DeGraff
Like most major retailers, Kohl’s uses integrated marketing communications to reach its customers. For this blog, please review as many forms of Kohl’s communications (newspaper ads, TV ads, online ads, emails, store flyers, the retailer’s website, and its Facebook page are some possibilities) as you have available. Once you have done this, consider in your post whether you believe Kohl’s is using the various forms of communication that you looked at to deliver a truly integrated message to its customers. Be specific as you consider what you specifically looked at. Remember, the communications model suggests that not everyone will decode a message in the same way — so you want to take note of whether Kohl’s messages are being received in a similar manner. At least 150 words posted by March 10th , 2024 at 11:30 pm
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John DeGraff
After viewing some different Kohl’s ads, I think they definitely use an integrated and connected message in all of their advertisements. The most common Kohl’s ads that I found were TV and online ads, and the overall integrated message in all of these advertisements was that Kohl’s sells a large variety of products. When I think of Kohl’s I mostly think of clothes, and I definitely saw some Kohl’s ads that were geared towards clothes specifically. But the main message is still the same even when it’s just a clothes ad. They have a variety of different types of clothes, for any type of occasion, season, and any type of person. But they have a lot of other ads that advertise the large variety of items that they sell in general, other than just clothes. You can buy anything from outdoor items, to kitchen tools, to technology items, and so much more all from Kohl’s. This is just continuing the overall integrated message that Kohl’s sells a large variety of items for everyone.
Marketing 311-22
John DeGraff
After researching Kohl’s ads, I can conclude they have used integrated marketing communications. Kohl’s ads that I saw were online, such as social media ads, like Facebook, and I saw tv ads, like commercials. I have also seen physical paper ads. My parents get these ads in the mail quite often. I believe they have used integrated marketing communications within these ads because, upon viewing each ad. They all included different people from young to old, women and men. All including items from kohls such as clothing, toys, house hold items, jewelry, electronics and shoes. They have a variety of items and each ad is different. Im thinking of a black Friday ad I saw, where they advertised all electronics, such as apple watches, Fitbits and speakers. This is important because, they are aware of what they use during that time. As well as a back to school commercial ad for kids clothing. Kohls is using consistent marketing, they are showing deals that they have during specific times of the years. A Christmas ad pictures all possible gift giving ideas along with consistent deals and coupons.
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John DeGraff
Kohl’s uses a variety of different advertisements, including commercials, social media ads, promos or sales, and mailed promotions. Commercials for Black Friday or back to school, are completely different targeted consumers. Black Friday includes the year’s newest technology or products consumers are craving. Back-to-school sales promote, backpack, shoe, clothing, and school supplies sales. Kohls also offers “Kohls Cash” during certain times of the year, like Christmas or back-to-school shopping encouraging shoppers to spend over $50 to get $10 back. I believe Kohls uses integrated marketing to communicate with consumers. They target individuals of all ages, genders, and demographics depending on which promotions they are running. Kohl’s also offers coupons for incentives to Kohl’s members or individuals who have made purchases at Kohl’s before. One thing I noticed that Kohls does commercials and advertisements differently than other companies. Some companies include professional athletes and creative advertising, but Kohls keeps it simple, straight to the point, and is always inclusive.
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John DeGraff
Kohl’s is doing a great job using different ways to talk to customers. They share similar messages on TV ads, their website, and Facebook. They often highlight “fast and free pickup” on their website and the special “Kohl’s Cash” program to keep customers happy. This helps make their message clear and consistent everywhere. When you see a TV ad, it matches what they say online or on Facebook. Kohl’s wants you to know that picking up your stuff is quick and easy, they are a stylish retail store and they reward you with Kohl’s Cash for shopping there. This makes people enjoy shopping there and keeps them coming back. Kohl’s also showcases a variety of products, from clothing to home goods, giving customers many choices. They make sure their messages about the convenience of shopping, a variety of products to choose from, and the rewards are consistent across different platforms. This makes their communication effective and appealing to a broad audience.
John DeGraff MKT 311-22
Kohl’s has integrated marketing communication. After looking through Kohl’s ads through many different mediums, it is safe to say they have integrated their marketing and messaging through multiple platforms. I have found ads on TV, you tube, social media, and even paper ads that my parents still get. I have noticed a couple common themes that Kohl’s seem to advertise consistently through all mediums. First I noticed that they perceive a quality product, through messaging and how they present their products. Next, they show a wide range of items to show variability and many options for customers to choose from. Finally, everywhere I look I see promotions for big sales discounts being promoted from Kohl’s, or promotions like Kohl’s cash. This helps Kohl’s come off as customer friendly by combating their own prices with their own sales and rewards system. Kohl’s does a good job however, marketing through many online and physical mediums, with consistent messaging to reach the most customers in the best possible light.
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John DeGraff
Going through all of Kohl’s different communication channels, encompassing newspaper ads, TV ads, online promotions, emails, store flyers, the retailer’s website, and its Facebook page, it is evident that Kohl’s has effectively implemented an integrated marketing communications strategy. The coherence in messaging and branding across these diverse platforms is noteworthy, with consistent promotional offers featured in newspaper ads resonating through the website and store flyers. Additionally, the engaging content shared on Kohl’s Facebook page aligns with the overarching themes presented in TV and online advertisements. This strategic consistency creates a seamless and unified brand identity, contributing to a positive and recognizable customer experience. Despite this integrated approach, it’s crucial to acknowledge the potential for varied interpretations among the diverse audience, as individuals may decode messages differently. Nevertheless, Kohl’s demonstrates a successful implementation of integrated marketing communications, ensuring a cohesive brand message and reinforcing a unified customer experience across a multitude of communication channels.
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John DeGraff
Kohl’s uses many different forms of advertising; I have seen ads on the TV for back-to-school shopping in particular. I have seen them on social media for all sorts of different things, especially around all the different holidays. They also send out many different sales promotions through the mail in forms of Kohls Cash that always seem to generate interest to go shopping. Kohl’s is a very successful example of a company that uses integrated marketing communications. Many of the advertisements that Kohl’s uses often get across the same point but in a different form. Most of their ads show the fact that they have a large selection of clothes for all ages and genders at an affordable price. They allow everyone who sees even one of these ads to know exactly what they are selling regardless of the platform that they see the ad on. They created an effective way to advertise to all groups.
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John DeGraff
Kohl’s has a very well organized and efficient integrated marketing strategy. Whether its a tv, social media, online, mailed ad or on the stores website, all convey a very similar message and theme. No matter how you receive an ad for Kohl’s, the first thing you notice is how much they care about you as the customer. They show this by strongly advertising their famous Kohl’s cash which allows customers to get store credit “for free” just by buying things from Kohl’s that they would have bought anyway. They also do a great job at advertising that they sell many products for many types of customers. All of their ads seem to have a theme such as clothing, electronics or jewelry. For every different themed ad, they highlight the many diversified product in that theme showing customers that they will probably have a product that you are looking for. The last thing that I saw in almost all of their ads, no matter what the channel was is that kids were present in the ads. This shows that Kohl’s is a family friendly company that invites whole families to come on the shopping trip to Kohl’s. I believe that Kohl’s messages are being received in a similar manor no matter who is receiving it. I say this because when you see and ad for Kohl’s you instantly think of saving money with their Kohl’s cash and that it is a place that the whole family can go to and find products that fit their needs.
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Kohls is a very well known company, who does a great job at creating different advertisements to market their products. I think one of their keys to success is offering a wide variety of products which fit different segment groups, but also using different forms of ads. I know that I have seen Kohls ads on social media, online, tv ads, along with promotions emails. Each ad is specific to displaying the product so customers can get ideas, and display the quality. They all have a similar message, but ultimately are there to benefit the consumer. For example, they tend to create special ads according to the season. When it’s the holiday, they will add fun design and graphics to create excitement for their products, and showcase some of their more popular items. Another way that they do this is through Kohls cash which tends to generate a lot of shopping interest. By bringing customers into the store for a credit, they will most likely buy other products while they are there, generating additional revenue. It is evident that Kohls uses Integrated Marketing communications.
After viewing Kohl’s commercials, online ads, website,etc. I found that Kohl’s is one of the most integrated companies in the marketing industry especially when it comes to their tv advertising around certain holidays such as Christmas, Black Friday and Labor Day with incredible sales for the most expensive technology, toys as well as certain clothing companies for back to school season like Nike or Adidas as well as backyard or in home furniture that attracts major profit each year as well as consumers. One of the marketing communications that I chose was consistency in which Kohl’s marketing messages are consistent across different channels, ensuring that customers receive the same core message regardless of how they encounter the brand. Another communication would be Complementarity in which Different marketing channels in Kohl’s strategy work together to reinforce each other, creating a more impactful message. For example, a TV commercial might mention a sale that is also advertised online and in stores.
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DeGraff
After looking at various forms of Kohls’s advertisements, I believe that the integrated message that they are delivering is that their products come at a reasonable price and have the power to bring people together. The few TV ads I watched focused on specific events: back to school, Christmas, and Black Friday. These ads showed how Kohl’s products and shopping at Kohl’s bring people together. On their Facebook, it is a similar message. It is their everyday basics that customers use and share that allow them a universal consumer experience. Although their products are simple necessities, these commonalities found when shopping lead to their brand message. I also looked at Kohl’s TikTok to see what they advertise to a different audience. On TikTok, they focus a lot on Kohl’s cash and shopping in style. In my opinion, this deviated from the brand message on the other platforms because their audience is so different here.
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John DeGraff
Kohl’s seems to consistently highlight their deals, discounts, and Kohl’s Cash rewards across all channels. For instance, their newspaper ads often feature seasonal sales or specific product discounts, which is mirrored in their TV ads and online banners. Similarly, their emails and store flyers are packed with promotions and coupons, enticing customers to shop either online or in-store.
Their website and Facebook page serve as hubs for all this information, offering a seamless experience whether you’re browsing on a desktop or scrolling through social media. The messaging remains focused on savings and value, emphasizing the wide range of products available at discounted prices.
From this observation, it’s clear Kohl’s is striving to keep their message consistent, they want to be seen as a go-to retailer for quality goods at great prices, with added benefits through Kohl’s Cash and other promotions. This consistency suggests that Kohl’s is effectively using integrated marketing communications to ensure their customers receive a coherent and compelling message, no matter how they come into contact with the brand.
MKT 311-22 John DeGraff
After looking at and watching different Kohl’s advertisements, I believe that Kohl’s has an integrated marketing campaign. To start, their brand name is on every advertisement and it uses the exact same font in every ad. This serves as both the company name and even the company symbol or logo. Although these ads are integrated, they do have differences in them to appeal to different members of a household. For example, I saw ads featuring: a married couple, multiple kids, a single adult, a single parent with kids, a single child, and each of these advertisements also featured different races. This advertising approach seems to be targeting families, and the message that Kohl’s wants to often share with them is that they have numerous brands for great deals. I also saw Black Friday and back to school advertisements that would be made for those specific times of the year. I personally grew up in a family that utilized “Kohl’s Cash” when we would go buy school clothes or new sneakers. Kohl’s Cash is mailed out to homes and it incentivizes people to go into Kohl’s and use some “free money” to purchase what you want. I also watched some television ads that again featured families and kids. These television ads would focus on the various brands of clothes that Kohl’s offers and the discounted prices they offer. Although these advertisements are slightly different based on the actors they pay to be in them, I believe that they have an integrated marketing communication that Kohl’s offers various items at a discounted price to families of all kinds.
Marketing 311-22
John DeGraff
After looking at various Kohl’s advertisements ranging from TV ads, social media, their website, and promotions they send in the mail, the company effectively uses integrated marketing. The message typically stays consistent within the different forums with slightly different products. For example, when comparing the newest TV ad to their current website they seem to be promoting the same thing. Their newest focus this month is their home collection. They have this as the main focus of the TV ad and it’s near the top of the website. Besides the products themselves, they seem to have similar branding in each of their ads. The similarities I found were, fitting a product for your budget, kohls cash, family-orientated pictures and videos, and something about clearance.
Based on this, it’s evident that Kohl’s is committed to maintaining consistency in its messaging, aiming to establish itself as a leading store to attain high-quality products at competitive prices. These products are often complemented by perks like Kohl’s Cash and various promotional offers. This indicates that Kohl’s is successfully employing integrated marketing communications to ensure that its customers understand the main message of their brand.
After looking at various Kohl’s communications like their website, TV ads, Facebook profile, and paper ads it is clear they utilize integrated marketing. One main thing that Kohl’s advertises is their deals. On their website homepage, it is flooded with promotions for their deals, clearance, and Kohl’s cash. When you move to their Facebook page it still has some ads but it also features promotional content from other creators showcasing Kohl’s products in a modern way. Their Facebook has a lot of great posts that aren’t just straight typical ads but bring new trends into advertising their products. When looking at their paper ads it is clear they are a little more traditional with marketing showcasing deals like with their website. On TV, I have seen a change in their ads over time. I feel they used to be mainly simple advertisements like showcasing deals and talking about Kohl’s cash but I have noticed a shift. They have created more “fun” ads recently I would say. These ads still promote the business but they aren’t just straight advertisements for their products or deals. I think back to a Kohl’s TV ad I saw during the holiday season of 2020 where a lady and a kid are communicating through their windows with signs. This ad was not a straight product promotion but a promotion for the company as a whole. Looking at all of these different types of ads and communications I think that Kohl’s definitely uses integrated marketing to reach different audiences and demographics.
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John DeGraff
After researching many different Kohl’s ads, I have found that Kohl’s indeed does use integrated marketing. Kohl’s has various channels that it uses to advertise its products, including TV, mail, social media, and its website. I think the number one thing many notice right off the bat with Kohl’s marketing is their prices. Kohl’s is constantly advertising their discounts and promotions. By mail, they send many promotions and even Kohl’s cash that customers can redeem for store credit. Another thing I noticed was how consistent all of their ads were on every channel. They all consist of the same information and are simple. While doing some research, I also found an article from 2022 from investors.kohls.com that talked about the company expanding opportunities with its media network. This decision made an expansion to Kohl’s Media Network (KMN) to further advertising opportunities and provide an extensive portfolio of omnichannel media services. The goal of this was to leverage their omnichannel consumer data in order to create solutions that would easily connect them to audiences.
MKT 311-22 John DeGraff
While looking at Kohl’s ads across all mediums it seemed to mean that the message stayed the same across the board and was well integrated. One of the main forms that I saw from the ads was the online presence. While viewing these ads I gathered that their main message was of value and that the store sells lots of clothing. One of the ads I saw featured Kohl’s Cash and how it could be used. Another aspect of the ads that I noticed was the fact of family. I feel this message is conveyed that the store has everything for the family and isn’t for a specific person or gender. Overall, the message I perceived from the ads that I saw online and physically was that the store sells clothing for the whole family. I do know they sell more than that, but the ads did not seem to convey that message to me.
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John DeGraff
Kohl’s smartly promotes its products through different channels like TV, mail, social media, and its website, using what’s known as integrated marketing. They highlight good prices and consistent discounts across all these platforms. In the mail, customers get promotions and Kohl’s cash to use as store credit. Kohl’s keeps things simple and consistent in their ads to make sure the message is clear. In 2022, an article mentioned Kohl’s expanding its advertising opportunities through the Kohl’s Media Network (KMN), where it uses customer data for effective advertising. Looking at their website, TV ads, Facebook, and paper ads, it’s easy to see that Kohl’s brings all these marketing efforts together. The website shows off great deals, and the Facebook page keeps up with modern trends. While paper ads stay more traditional, TV ads have become more fun and engaging. In short, Kohl’s uses integrated marketing to connect with different people, keeping things the same while adjusting to different ways of reaching customers.
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John DeGraff
Based on the review of Kohl’s online ads on Yahoo News, the retailer’s website, and its Facebook page, it appears that Kohl’s is leveraging various communication forms to deliver an integrated message to its customers.
Firstly, the online ads on Yahoo News highlight Kohl’s newly launched home section, emphasizing affordable yet stylish furniture and decor options. This aligns with the content featured on Kohl’s website, where customers can explore a wide range of home products, including bedding, furniture, and kitchen appliances. Additionally, Kohl’s Facebook page reinforces this message by showcasing spring home decor and inviting customers to share their spring break checklist, fostering engagement and community interaction around home-related topics.
By maintaining consistency in messaging across these different online channels, Kohl’s ensures that customers receive a cohesive and integrated experience regardless of where they interact with the brand. The emphasis on home products in both the ads, website, and Facebook page demonstrates a coordinated effort to effectively promote a specific product category and engage customers across multiple touchpoints.
Overall, Kohl’s appears to be effectively utilizing various forms of communication to deliver an integrated message to its customers, enhancing brand awareness, driving engagement, and ultimately driving sales across its online platforms.
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John DeGraff
For this assignment I looked at Kohl’s website, TV ads, Facebook, and Instagram for the company’s forms of communication. After looking at all of these communication platforms, I do believe Kohl’s sends a unified message through different servers to their customers. Kohl’s Instagram and Facebook pages included ideas for everyday outfits, highlighted the home decor section and promoted the great deals, giving very customer focused. Both gave ideas for outfits made up of clothes sold at Kohl’s, holiday decoration ideas, etc. The website included the same aesthetic as the Instagram and Facebook page, immediately showcasing deals and coupons as well as offering clothing based on lifestyle. As for different perspectives looking at these communications, I believe each shares the same message; Kohl’s is very much focused on delivering the message of being up to date with trends at a low price. This is clearly showcased throughout each network I looked into.
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John DeGraff
Because I don’t do social media I couldn’t check their social media accounts, but browsing their website and some YouTube ads gave me a good feel for Kohl’s communication style. Using filters for some recent examples, I found a YouTube ad that showcases their new home collection with aesthetic artwork, furniture, and accessories seemingly targeting older millennials/young Gen-X. Their website, on the other hand, emphasizes deals and discounts, offering dedicated sections for budget-friendly finds and other specific categories. I think this shows how well Kohl’s can cater to both those seeking aesthetic inspiration and those prioritizing value. Kohl’s website also acknowledges Women’s History Month with diverse models, which is commendable. While the messages might not directly link, they paint a well-rounded picture of what Kohl’s offers and its inclusivity.
John DeGraff — MKT 311-22
Upon visiting Kohls.com to begin my search, I was greeted by a clear message on their homepage. The promotion was almost exclusively focused on deals: weekend sales, Kohl’s cash (which could be considered a form of rebate), clearance markdowns, and the tagline, “Find more styles & prices you’re sure to love.” Interestingly, the product itself was not as heavily featured as the simple indication that these deals were available (in my immediate view, there was a single image of, seemingly, a father and his two children dressed in fairly nondescript spring/summer wear). My first impression is that Kohl’s as a retailer is primarily focused on the concept their own brand evokes — reasonably stylish but not overly priced clothing and home goods — and less focused on pushing the specific product brands they carry as the draw for consumers.
I next reviewed some recent digital ads from late February 2024. Similarly, the product brands themselves mostly took a back seat to the available deal. There were links within the ads that allowed consumers to choose options like $10 & under/$20 & under. One ad for 25% off vacuums and floor care featured a woman using some sort of hardwood cleaning device, but neither her upper body nor any indication of the brand of the product was shown; it was truly just the concept of getting good deals on a specific type of home cleaning product. The only brand that received noteworthy visual attention in the handful of ads I reviewed was Adidas, perhaps indicating that Kohl’s carries a select few “premium” brands (relative to their other brands) that they are able to market as a lure for consumers.
Third, I watched some TV/social media video ads via YouTube. One featured a family in the home goods section of a Kohl’s store. The mom was in a different area of the section, talking to the father who was looking at and testing other products with their young son. This seemed to imply that the section was so big that they could be in completely different areas of it and need to talk on the phone to communicate. The general message beyond this was savings and impulse buys of sorts (the family seemed to be buying things based on their excitement from encountering them for the first time in the store). No specific product brands were noted.
One interesting thing I noticed on the YouTube page was that it partnered with social media influencers and everyday consumers to produce “shopping spree” videos or targeted content such as makeup tutorials or seasonal fashion finds. Most of these ads targeted women and their everyday lives.
While I am not a heavy social media user and didn’t have personal accounts to do a deep dive with, I did pull up Kohl’s Facebook page to see if/how the approach differed. It seemed to be much the same style of content/themes as were featured in the influencer/everyday consumer YouTube videos mentioned previously. There were a few more featured brands, but I took this to be a result of the fact that it was easy to mention the product brand’s social account as a mutually-beneficial way of cross-promoting.
Overall, I felt Kohl’s message was clear and consistent. It’s target consumer is primarily women and their partners/families (the marketing was not directed at men/children as much as towards the women who might shop for them). Product brands were not an emphasis, though the brands they carry weren’t completely left out; often, the featured brand was listed in the secondary text within the ads. I took this to mean that their marketing team saw the retailer as a middle ground option within its market(s). They carried reputable brands, but not those that would directly entice consumers based on exclusivity. Instead, Kohl’s’ value proposition is that you can shop for a wide variety of clothing and home goods all in one place and at affordable prices. Based on this notion, there is also an emphasis on impulse buys while in the store, as buyers come across new items that attract their attention.
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John DeGraff
Kohl’s advertises on many different platforms. Some of the different platforms I looked at were Instagram, Facebook, and recent TV ads. Some things that I noticed were Facebook and Instagram had different content from each other, which was not what I had expected. I expected them to have the same posts on both platforms. However, I noticed that some of the reels posted on Facebook are the same ads used in their commercials. Even though, for the most part, all three of the platforms have different posts, the concepts of the content are the same. On all of the platforms, they are focusing on Easter, their new home decor, and their clothing. In all of these platforms, they are advertising on, they are delivering an integrated message. The message they send on these platforms is deeper than just the product they show. They are advertising a lifestyle that is apparent on all three platforms I looked at. All of the platforms also let customers know about their Kohl’s cash or other ways to save money. It shows that they have affordable but still trendy products, and that is a takeaway from looking at the three platforms: Facebook, Instagram, and TV ads.
After researching different Kohls ads, I do believe that they use integrated marketing communications throughout their advertisements.Most of the ads that I did see when viewing Kohls ads were on social media and would often advertise different products similar to the ones that I have viewed before. In addition to the social media ads, there are also physical ads that come in the mail, often in newspapers. I do believe that they use integrated marketing communication because they include people with different demographics including different genders and ages. They also use their ads and different demographics to advertise for different departments and items within the company. For example, this could be anything from toys, to clothes, to household goods and more. Kohls often uses consistent marketing strategies when advertising their products.
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John DeGraff
Kohl’s demonstrates a comprehensive, integrated marketing communications strategy, effectively blending traditional and digital mediums to broadcast unified themes and messages. Through its “Give With All Your Heart” campaign and others, Kohl’s focuses on themes of community, belonging, and meaningful gifting, leveraging various channels from TV ads to social media. The retailer also uses digital innovations, hosting live shopping events and collaborating with multiple influencers to diversify its reach and engagement. These influencers, leveraging platforms like Instagram and TikTok, share their Kohl’s experiences using specific hashtags, which enhances the brand’s relatability and accessibility. Kohl’s strategic direction, emphasizing an active and casual lifestyle, is further supported by its affiliate program and its partnerships with influencers, reinforcing its commitment to visibility, trust, and community engagement. This multifaceted approach ensures that Kohl’s message is consistently delivered across all touchpoints, resonating with a broad audience and fostering a robust and connected brand community.
John DeGraff – MKT 311-22
After reviewing various different types of advertisements for Kohl’s, I would argue that yes, Kohl’s does deliver an integrated message to their customers, with a high emphasis on delivering savings/value to their customers. In almost all of the advertisements I saw there is an overall theme or integrated method/communication between all of them which puts various sales at the focus of their marketing strategy. Almost everything seems to be on sale, all the time. Looking at Kohl’s newspaper/magazine ads, pretty much every single panel or item being displayed is on sale or has some kind of promotion going on. Then comparing that to the listings on their website and facebook page, similarly, there is an almost overwhelming amount of sales going on, even some that are “limited time, act now!”, such as the ongoing weekend sale. Kohl’s seems to really want to try and create value for their customers by creating (or creating an illusion of) value for customers by being able to receive exclusive or limited prices to encourage them to act impulsively and quickly in order to capitalize on the value being offered.
Marketing 311-22 John DeGraff
After seeing some Kohl’s ads, particularly store flyers, emails, and TV ads, I absolutely believe that Kohls utilizes integrated marketing communications to reach its customers. Furthermore, I believe that Kohl’s makes the in-person shopping experience fantastic through their use of in-store Kiosks that allow customers to buy clothes, jewelry, bedding, kitchen accessories, etc., through their online site if the product they’re looking for isn’t directly at the in-person store, thus blending online and in-person shopping. Moreover, Kohl’s utilizes email and other forms of communications to bring about the notice of upcoming sales and deals to facilitate the use of these platforms and to further engagement with Kohls itself. Continuing onward, Kohls also uses integrated marketing through things like Kohls Cash that allows the customers to save money upon their purchase(s) and Kohls Cash also draws these customers back to the store for future purchases. Lastly, Kohls also does a good job when it comes to seasonal advertising and targeting customers with the “proper” apparel for the time of year!
I have mainly seen Common Kohl’s ads on media platforms such as Instagram YouTube and Facebook. They are very active on their social media platforms that highlight the wide range of products that they sell such as everyday wear and ways to improve homes in a cost-efficient way. Overall they remained consistent across their ads and seemed family-oriented. They heavily advertise their low costs to persuade the viewer to purchase items at their stores. They advertise to different target markets using various platforms that differ from social media such as cable television or newspaper ads.
Marketing 311-22
In reviewing Kohl’s communications across various platforms including newspaper ads, TV ads, online ads, emails, store flyers, the retailer’s website, and its Facebook page, it’s evident that Kohl’s employs a comprehensive approach to integrated marketing communications. Each channel is utilized to convey consistent messaging regarding promotions, sales events, and product offerings. For instance, newspaper ads and store flyers often highlight weekly deals and discounts, mirroring the content found on the retailer’s website and in promotional emails. Similarly, TV ads showcase Kohl’s products and promotions in alignment with the messaging across other channels. Moreover, Kohl’s Facebook page serves as an extension of its marketing efforts, engaging customers with interactive content, and promoting ongoing campaigns. Overall, Kohl’s demonstrates a cohesive approach to integrated marketing communications by ensuring consistency in messaging and branding across multiple touchpoints. This consistency fosters a unified brand experience for customers, regardless of the communication channel they engage with, thereby enhancing brand recognition and customer loyalty.
Marketing 311-22
John DeGraff
After looking up Kohl’s and their various forms of adverting, I noticed that they tend to create a variety of ads for the different departments they have at their stores and online stores. For example, I saw one of their ads that promoted products from their home collection. Then I saw another ad that was for women’s clothing specifically. I’ve also seen a television commercial that made mention of the different products they sell at their stores but also made mention of their Kohl’s Cash program. Something all these ads have in common is they are targeting women that either have or don’t have children. Many of the promotions and sales revolve around women and children’s clothing, makeup, and kitchen appliances. I noticed Kohl’s YouTube channel has many videos and short clips of customers talking about and promoting the products Kohl’s selling online and at stores. It gives customers a way to interact with other customers and it helps Kohl’s create a sense of community.
After researching Kohl’s advertising, I concluded that they used integrated marketing communications. I saw Kohl’s advertisements online, such as social media ads on Facebook, as well as television commercials. I’ve also seen tangible paper advertisements. My folks receive similar advertisements in the mail very frequently. I feel they employed integrated marketing communications in these advertisements since, upon seeing each ad. They were all made up of people of various ages, both men and women. Kohl’s goods include apparel, toys, household items, jewelry, gadgets, and shoes. They have a range of things, and each advertisement is unique. I’m thinking of a Black Friday commercial I saw that advertised all electronics, including Apple watches, Fitbits, and speakers. This is crucial since they are aware of what they are using at the time. As well as a back-to-school commercial promoting children’s apparel. Kohl’s uses consistent marketing, displaying bargains that are available at specified times of the year. A Christmas ad depicts all potential gift-giving possibilities, as well as consistent bargains and coupons.
I viewed the Kohls website, tv commercials and social media pages. Viewing these, it’s very obvious that Kohls uses an integrated marketing strategy. The main consistent theme I noticed across all advertising was the focus on family. Kohls obviously wants to be a one stop shop for the entire family and that is consistently and clearly expressed across all forms of advertising.
I do, however, think they could integrate it a bit better. I think about one of their competitors, Target. Target goes above and beyond in their integration, by not only staying consistent with their message, but also the aesthetic across all mediums. It’s always immediately evident when you’re watching a Target commercial because of the uplifting music, bright colors, and tons of red. Kohls should try to implement a similar consistency in their aesthetic.
I personally don’t shop at Kohls and prefer stores such as Nordstrom or Express for my clothing needs. However, my mom loves Kohls and we religiously receive ads, credit cards, specialized mail, etc. in the mail from them because of her affiliation and loyalty to the store. I didn’t have to go far to find kohls advertisements, and the message I found across all forms of them was the savings available. It seems like every week there is a different major sale happening, and there is always benefit to be had by using your Kohl’s cash. Their harmonized approach to advertising not only creates interest from prospective customers to take advantages of the various promotions, but it also entices existing customers to maintain their loyalty to the brand as well. There is also a family feeling in their advertising, often reflected by sales on both adult and children’s clothes, as well as their sales being non-discriminating when it comes to all sizes and instead focused on brands.
Marketing 311-22
John DeGraff
After looking at Kohl’s ads including TV, social media, and on line advertisements, there were a couple things that Kohl’s advertises. First is Kohl’s cash and deals/ sales. They love to tell you how much you can save with the Kohl’s cash. Also, Kohl’s pushes their deals and what is big on percent off. Since most of their clothes are really expensive and the only way most things are worth buying is when they are discounted, this makes sense. The second thing I noticed is that Kohl’s wants the consumer to know that they sell more than just clothes. Clothes is what most people think of when they here Kohl’s but they also have jewelry, makeup, cologne and perfume, household appliances, toys, they even have beds. Overall, the main marketing strategy of Kohl’s is their savings available through discounts or Kohl’s cash or their wide variety of goods for sale.
Marketing 311-22
John DeGraff
After researching Kohl’s advertising, I have found out that they use an integrated marketing approach. I saw Kohl’s advertisements both online an in person. Online I saw that they advertise on their website, social media, commercials. On the physical side of advertising, I saw billboards, mailers, as well as catalogs. They use both digital and physical forms of marketing to promote their brand, and it works for them to get the word out there of the company. I believe that yes Kohls is using its advertisements effectively to deliver a message. This message is one that lets possible consumers as well as reoccurring costumers know that Kohls is a store where you can shop online or in store as well as find great deals on popular brands. By using multiple forms of advertising they are able to reach customers from all walks of life and can bring them into their store.
After searching through various different types of Kohl’s Advertising, I found that they for sure deliver an integrated message in their Marketing approach. They make sure to deliver their message their way in a integrated approach. I found that for online marketing, they use their website URL, commercials, and having their own social media account, as well as advertising on the platform itself. While searching through Kohl’s Advertisements, it is clear to see that their main focus of Advertising is clothes. They have a wide variety of different clothes that differ from season to season, as well as anything that may be out of season. What Kohl’s is trying to push more, is other items that may go unnoticed. For example, kitchen utensils as well as bowls and platters. Overall, I believe that Kohl’s message to its customers is clear and concise, while also being aware that it is the customer comes first in the process of marketing.
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