Female Gen-X, Millennial Opps: Kohl's turns focus toward digital sales, customer experience (Score 64)

Sales lead: Reach out if you can help this company accomplish its goals. 

• Kohl's revealed during its recent Q3 earnings report that it is focused on improving its digital business and the customer experience.
• To do this it will utilize customer data to personalize recommendations and offer more online-only promotions.
• The company will also invest in product assortment such as adding more pet and home decor offerings.
• Kohl's will decrease marketing spend as it attempts to improve efficiency and cut costs. 
• The company opened six new stores in 2023, and will continue adding roughly six a year going forward. 

Target demographic: Gen-Xers & millennials with a female skew

The company will likely:

• Seek high ROI ad space
• Increase promotional activity
• Ramp up local ad spend for new store openings

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Kohl's spent about $144.6m on national TV ads YTD, a slight (3%) decrease from $149.7m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell 10% from $183.7m in 2021 to $165.6m in 2022. 
• Ad programming: It placed ads during programming such as PAW Patrol, Law & Order: Special Victims Unit, NCIS, NFL Football, and 20/20. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Kohl's spent almost $67m on digital display ads YTD, down 22% from $85.6m spent in this channel during the same time period of 2022. 
• YTD data: 8.3b impressions via Facebook (43%), YouTube (29%), Instagram (22%), desktop display (3%), desktop video (2%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell 6% from $98.8m in 2021 to $92.4m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, twitch.tv, and foodnetwork.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as yahoo.com, accuweather.com, football.fantasysports.yahoo.com, drudgereport.com, and people.com. 

Additional channel insights  

• Kohl's also utilizes radio, OOH, print, and local broadcast. 
• Top podcasts sponsored: The Herd with Colin Cowherd, The Rest Is Politics, Motley Fool Money, Real Ghost Stories Online, and Office Ladies. 

Agency analysis:

• Opportunity: You will likely have the best shot of securing PR or digital work.
• Current roster:
  • Triptent: creative AOR
  • Horizon Media: media AOR
  • fluent360: multicultural