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Kohl’s says ‘yes’ to new omni-channel campaign

BY Dan Berthiaume

Menomonee Falls, Wis. — Kohl’s Department Stores has debuted its new brand campaign, based on the word “Yes.” A 60-second commercial, featuring designer Vera Wang, unveils the “Yes” campaign using striking visuals and artists’ renderings of the letters “Y,” “E,” and “S.”

The spot tells the story of what “Yes” means at Kohl’s. Various 30-second commercials celebrate other “Yes” moments. Customers can also participate in the campaign by sharing their personal “Yes” moments using #FindYourYes which could be shared on Kohl’s social channels, including Facebook, Twitter, Pinterest, and Instagram. The full commercials can be viewed on YouTube.

“There are very few moments in the lifetime of a brand when you have the opportunity to refresh who you are and how you connect with customers," said Michelle Gass, Kohl’s chief customer officer. “This is our moment and ‘Yes’ is our voice. It is authentic and grounded in our heritage.”

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Survey: iPad shoppers reading more digital catalogs

BY Dan Berthiaume

Los Altos, Calif. — Shoppers using the Catalog Spreee iPad app read 60% more catalogs and viewed 39% more catalog pages when compared year-over-year (first quarter 2014, compared to first quarter 2013). In addition, Catalog Spree’s new quarterly iPad Shopping Trends Report indicates half of all shoppers visited a retailer’s website directly from the app to view further product details.

The quarterly report provides a look at the shopping habits of consumers, including trends, changes, engagement, and more. Additional findings from the report include:

• Shoppers want deals: More than one-quarter of shoppers use the price drop notification feature to find a sale.

• Shoppers want content: 65% of shoppers requested to be notified of new catalogs from their favorite brands.

• Top three brands shopped: HauteLook, One Kings Lane and Macy’s.

• Frequent publishing benefits: Daily publications had the highest engagement levels.

• Most popular categories shopped: Women and Home.

• Seasonal weather is a factor: Cities with highest concentration of traffic included cold weather metro areas New York, Chicago and Philadelphia.

"At Catalog Spree, we’ve always believed that shoppers on mobile devices want a very visual, emotional shopping experience, just as they would when going to the mall or reading a traditional catalog," said Joaquin Ruiz, CEO of Catalog Spree. "To make this experience happen, we’re looking beyond the search-find-buy mentality typical on mobile and web e-commerce sites. We’re looking to content. Gorgeous, easy-to-shop content. Clearly we’re onto something as the data speaks for itself — if the content is there, the shoppers will come."

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Rite Aid appoints new SVP of brand development

BY CSA STAFF

Rite Aid has appointed David Abelman a SVP of brand development and innovation. He will report to Ken Martindale, Rite Aid’s president and chief operating officer.

Abelman will be responsible for overseeing the continued development of Rite Aid brand products as well as identifying and implementing new innovations to enhance and grow Rite Aid’s business.

“David is a seasoned retail professional who brings broad-based marketing, merchandising and entrepreneurial experience to Rite Aid,” said Martindale. “His proven ability and experience will be a valuable asset to the company as an integral member of the management team focused on delivering the best products, service and care to meet our customers’ unique health and wellness needs.”

Most recently, Abelman was the CEO and co-founder of Self-Health Nation, a health and wellness omni-channel startup focused on providing nutritional advice and solutions. Prior to that position, he was EVP and chief merchandising and marketing officer for A.C. Moore Arts & Crafts. He has also held senior-level marketing and merchandising positions with Michaels Stores, Office Depot and Daymon Worldwide.

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