Kohl’s Holiday Marketing Has Value Message
Menomonee Falls, Wis. Kohl’s Corp. hopes to attract uneasy shoppers this holiday season by focusing on value. The company is launching an expanded holiday marketing campaign that includes new television ads and signs in stores pointing out budget gifts.
“Our entire holiday program is designed to help customers stretch their budget during an especially difficult holiday season,” said Kevin Mansell, president and CEO for Kohl’s Department Stores.
The company acknowledged it has increased its holiday marketing spend over last year.
“We have increased our overall marketing budget compared with last year and have strategically invested in new promotions, aggressive consumer incentives and have optimized our lead traffic driving promotional events,” said Julie Gardner executive vice president and chief marketing officer for Kohl’s Department Stores.
Kohl’s holiday marketing efforts employ a variety of mediums, including broadcast and print advertising, digital media, charge-card promotions, direct mail, e-mail outreach and public relations. The chain is starting its campaign a week earlier than last year, will have three holiday television spots this year, compared to two in 2007. The first, which focuses on preparing the family for the holidays, will air on Monday night across all networks.
Kohl’s is giving a big boost to its direct mail, especially to credit-card holders, to drive more traffic into stores.
To lure Hispanic shoppers, the company will also employ a national Hispanic marketing program. A brand television spot specifically created for the Hispanic market will begin airing nationally the second week of November.
On the digital front, Kohl’s will employ an aggressive strategy and take over the homepages of such popular online sites as AOL, MSN and Yahoo! The retailer has eight takeovers planned throughout the holiday season with the first promoting a pre-Thanksgiving sale event.
RadioShack launches electronics trade-in program
FORT WORTH, Texas RadioShack has launched an online electronics trade-in program that allows customers to exchange certain used portable electronics for a RadioShack Gift Card through http://www.RadioShack.com.
Customers who accept the trade-in value for their used product will be mailed a RadioShack Gift Card that can be used toward the purchase of new products in RadioShack stores nationwide or at RadioShack.com. Acceptable items for the RadioShack Online Trade-In Program include GPS devices, MP3 Players, wireless phones, digital camcorders, car audio head units, digital cameras, notebook computers, game media and game consoles.
“We are excited to offer our online customers an environmentally friendly solution by helping them trade-in their used portable electronics while at the same time helping them save on their next RadioShack purchase,” said Peter Whitsett, RadioShack’s evp of merchandising. “We know that consumers are looking for innovative ways to save money, and we think this program will help them stretch their dollars in time for the holiday shopping season at their neighborhood RadioShack.”
Pacific Sunwear rejects Adrenalina proposal
ANAHEIM, Calif. Pacific Sunwear of California announced that its board of directors has decided to reject Adrenalina’s revised proposal to purchase all of the issued and outstanding shares of common stock of Pacific Sunwear.
The company’s management, with the full support of the board, is committed to executing on their strategic plan to create long-term shareholder value.
Adrenalina, a retail-entertainment company currently operates three stores in Florida.