Kohl’s has launched an omnichannel campaign called “New Gifts at Every Turn,” that includes a pop-up in New York City which Snapchat users can shop from nationwide with a dedicated lens.
Kohl’s will host the pop-up for the public from November 7-November 10, and for the first time, targeted Snapchat users nationwide can attend the event with a Snapchat portal lens. The portal lens will replicate the pop-up event space in 3D and allow users to shop featured products. Attendees can also take photos with an avatar of bridal fashion designer Vera Wang through a Snapchat marker lens.
Kohl’s has also extended its partnership with Snapchat through a lens that lets users fill their cart with Kohl’s gifts within a football-themed game.
Rounding out the campaign’s social media component is activations on Twitter and Pinterest. Consumers can receive on-demand same-day product delivery during key holiday moments when they engage with Kohl’s on Twitter.
In-store shoppers can also source gift inspiration via Kohl’s Pinterest pincodes. To do this, customers can open their Pinterest app, scan a pincode on Kohl’s “Jammies for Your Families” hashtags and in-store signage using their camera. Doing so will direct them to the Kohl’s Pinterest board.
New to Kohl’s holiday initiative this year is the option of Amazon Returns in all stores nationwide, enabling Amazon customers to return eligible Amazon.com merchandise to their local Kohl’s store. The move is part of the brand’s growing partnership with the ecommerce giant and Kohl’s effort to increase foot traffic.
Kohl’s is also boosting its product discovery and checkout processes. A tool called “Snap and Shop” allows customers to take photos of products anywhere and find similar items at Kohl’s. Also, new this year, shoppers can pay for their items in the Kohl’s mobile app.
Further complementing the campaign is Kohl’s online-only Black Friday flash deals and 20 days of thematic daily deals, two new opportunities consumers can take advantage of throughout November and December.
An array of curated displays will line Kohl’s stores including those showcasing beauty and fashion brands loved by millennials such as LC Lauren Conrad, Levi’s, POPSUGAR and Nike.
Kohl’s holiday campaign takes an invigorated approach to activations that will appeal to Gen Z and millennials. The campaign is aligned with Kohl’s previous holiday strategy which utilized “Kohl’s Cash” emojis on Twitter and a snow globe-inspired Pinterest gift finder that helped source gifts when shaking your phone.
For Q2, Kohl’s reported a net sales of $4.17 billion compared with $4.3 billion the previous year. Sales at Kohl’s stores open more than a year fell 2.9 percent, wider than Wall Street’s estimates of a 2.5 percent decrease.
