Kohl’s adds $30 million to holiday ad budget; most spent on digital, social media
Menomonee Falls, Wis. — A Friday report in Advertising Age said that Kohl’s Corp. has added $30 million to its fourth quarter marketing spend in order to pad its efforts to garner holiday shopping dollars.
In 2010, the retailer spent $113 million on measured media in the fourth quarter, according to the report, and will spend about $143 million this year. Annually, Kohl’s spends $340 million.
“…We made the decision to invest more into marketing in the fourth quarter so we could take a real leadership position from a savings perspective for the holiday," said Kevin Mansell, Kohl’s CEO, during an earnings call with analysts.
The additional marketing funds will increase broadcast, direct mail, digital and mobile media spend. Kohl’s is planning nine homepage takeovers on sites such as AOL, MSN and Yahoo. It is also expanding its paid-advertising efforts with Facebook and said it plans to use targeted online ads.
Crate and Barrel unveils succession plan
Northbrook, Ill. — Crate and Barrel announced Friday that its president and CEO Barbara Turf, who is retiring spring 2012, will be succeeded by current company COO Sascha Bopp, who becomes CEO effective April 2012.
Current CB2 director Marta Calle will become president, in charge of merchandising and marketing, and will report to Bopp.
In her more than 40 years with Crate and Barrel, Turf has played an integral role in the growth of the company, including spearheading the launch of the company’s CB2 brand in 2000 and introducing children’s retailer, The Land of Nod, to the Crate and Barrel family of brands in 2001.
Crate and Barrel is privately held by the Otto Group of Hamburg, Germany.
H-E-B opens holiday toy stores
San Antonio, Texas — A Friday report in the San Antonio Express News said that grocer H-E-B has opened its Toyland mall-based stores for the second year in a row.
The seasonal toy and entertainment concept – which sells no groceries – is called H-E-B Toyland and is currently open at Rolling Oaks Mall (San Antonio), the San Marcos (Texas) Premium Outlets, and in Corpus Christi, Texas, until Jan. 15.
“We’re always trying to innovate around retail to see what we can do that’s different and better and that better serves our customers,” Dya Campos, an H-E-B spokeswoman, told the newspaper.
At Rolling Oaks Mall, the 2,600-sq.-ft. H-E-B Toyland is the only toy store in the shopping center.
The grocer has yet to announce any ongoing rollout plans for the concept.