Kohl's marketing strategy breakdown

About Kohl's

Kohl's, founded in 1962 by Maxwell Kohl, is a well-known American department store retail chain. The company has grown steadily over the years, expanding its presence across the United States. Kohl's main business model revolves around offering a wide range of products, including clothing, accessories, home goods, and more, at affordable prices. With its strategic locations and diverse product offerings, Kohl's has made a significant impact on the retail industry, catering to a wide range of customers looking for quality products at competitive prices.

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Kohl's marketing strategy

Kohl's marketing strategy focuses on engaging with value-conscious consumers through targeted promotions and a strong omnichannel presence. By offering discounts, coupons, and loyalty programs, Kohl's aims to attract budget-savvy shoppers looking for quality products at affordable prices. The company's marketing tactics also include leveraging social media platforms to reach a wider audience and drive online and in-store traffic. Overall, Kohl's goal is to increase brand awareness, drive sales, and build customer loyalty through strategic marketing efforts.

General Info

Founded

September 12, 1962, Brookfield, WI

Headquarters

Menomonee Falls, WI

Kohl's marketing mix

Kohl's, like many other companies, relies on the classic 4Ps marketing mix framework to shape its marketing strategy. This framework comprises four essential elements:

Product

Kohl's utilizes the product aspect of the marketing mix by offering a wide range of clothing, accessories, home goods, and beauty products to appeal to their target audience of value-conscious shoppers. By constantly updating their product offerings and collaborating with popular brands, Kohl's aims to attract customers looking for quality items at affordable prices. This strategy helps Kohl's maintain a competitive edge in the retail market and drive sales through their diverse product selection.

Price

Kohl's utilizes the price element of the marketing mix by offering competitive pricing on a wide range of products. This strategy helps them attract budget-conscious shoppers looking for quality items at affordable prices. The intended outcome is to drive sales and increase customer loyalty by providing value for money.

Place

Kohl's strategically selects prime locations for their stores, ensuring easy access for their target audience. By placing stores in high-traffic areas, they increase visibility and attract more customers. This strategic placement helps Kohl's reach a broad audience seeking convenience and value, ultimately driving sales and brand loyalty.

Promotion

Kohl's utilizes promotions such as sales, discounts, and coupons to attract their target audience of value-conscious shoppers. By strategically promoting their products through various channels, Kohl's aims to increase sales and drive customer loyalty. This approach helps Kohl's stand out in a competitive retail market and drive traffic to their stores and website.

By strategically managing these four elements, Kohl's can develop marketing strategies tailored for customer needs, enhance brand value, and drive business growth.

Kohl's is on NYSE

Kohl's is listed on the NYSE, a significant milestone that underscores its prominence in the Retailers industry. Kohl's went public on May 19, 1992, marking the beginning of its journey in the public market, allowing investors to participate in the company's growth.

Over the years, Kohl's stock price has seen considerable fluctuations, reflecting its evolving business strategies, market conditions, and overall economic factors.

This growth trajectory not only highlights Kohl's success but also demonstrates its impact on the Retailers landscape, making it a pivotal player in the industry and a significant entity on the NYSE.Kohl's stock price has gotten to 96000 USD at the time of writing this article.

Search engine traffic

Kohl's places a strong emphasis on generating organic traffic, which makes up a significant portion of its overall web traffic. This strategic focus on organic search helps Kohl's attract a vast audience without relying heavily on paid advertisements.

Kohl's receives a 62.2m visitors per month from organic search and 10.3k per month from paid search. A substantial number of visitors each month are from organic search, demonstrating the effectiveness of its SEO efforts.

Kohl's domain authority is 87. A high domain authority indicates that the website is well-regarded by search engines, making it easier to rank for relevant keywords and attract organic traffic.

By maintaining a strong focus on organic traffic, Kohl's exemplifies how businesses can build an impactful online presence. This strategy not only enhances visibility and brand reputation but also paves the way for growth and success in the digital marketplace.

Kohl's Youtube marketing strategy

Kohl's has an active Youtube Channel with over 267k subscribers. Their whole channel has 31m views. They posted 199 videos, which means that every video got them 155.8k views for the channel and 1.3k subscribers

Kohl's Instagram marketing strategy

Kohl's has been steadily expanding its presence across various social media platforms to engage with its vast audience, Instagram being one of them. Currently Kohl's has 1.5m followers on Instagram. With its visually-driven interface and widespread popularity, Instagram provides Kohl's with a platform to showcase its diverse range of products and connect with customers on a more personal level.

Kohl's marketing strategy is not lacking social media. Gaining 10m followers/subscribers on Facebook is the biggest achievement for Kohl's on social media. While LinkedIn is lacking, with only 246k followers/subscribers, the other platforms sit right in the middle. Here is a breakdown for all of them:

R.O.I. of marketing channels

Even though online marketing channels are found to be more effective than offline marketing channels, not all are created the same. If you think of just running banner ads, you need to rethink your marketing strategy.

At the front of online marketing strategies sits email marketing, boasting high reach and engagement. Following after that is SEO, a cornerstone of any successful digital campaign. What makes this duo truly formidable is their synergy, working hand in hand to fuel an efficient online marketing engine.

SEO is our cup of tea, so if you want to start or improve your marketing strategy, feel free to book a call with us.

* According to Data & Marketing Association (DMA)

Author

Alexandru Totolici

Alex is the founder of Gliesess. With a foundation built on 7 years of experience, technical expertise is not a lack of his. After discovering SEO accidentally, he fell in love with it.