Kohl’s is expanding its internal retail media agency, Kohl’s Media Network, allowing partners access to a variety of omnichannel media services and expanding its advertising possibilities, according to a corporate press release released on Thursday (July 21).
The interim chief marketing officer at Kohl’s, Christie Raymond, stated in a press release that the company’s “goal” with Kohl’s Media Network is to “leverage our vast omnichannel consumer data and insights to create innovative retail media solutions for our partners that connect them directly with personalized audiences.”
Utilizing its data assets, loyalty program, media purchases, and sales channels, Kohl’s Media Network helps the company generate revenue for its advertising partners. The company claims that more than 65 million users visit the website 1.7 billion times yearly.
As well as off-site paid social and influencer ads, off-site display ads, video, and streaming music, there are on- and off-site product adverts, brand pages, emails, and push notifications for the Kohl’s App accessible.
Following a trial run of 20 small-format shops, Kohl’s announced in May that it will be constructing 100 new small-format locations over the next four years, each measuring 35,000 square feet. An average Kohl’s store has an area of 80,000 square feet.
The Wisconsin-based network of department stores believes that by reducing its footprint, it is better able to penetrate new communities and offer a “hyper-localized experience” that reflects the unique demands of each town, such as more outdoor goods in places like Tacoma, Washington.
