Brands Key to Kohl’s Turnaround

Kohl’s Corp. (Menomonee Falls, Wis.) is focusing on brand partnerships, including those with Disney, Juicy Couture and Keurig, to turn around lagging sales.

In a presentation to investors last week, Will Setliff, marketing evp, also said the company will tailor its marketing in a more personal way through social media, digital and direct-mail. A new customer segmentation strategy will focus on four customer types: Kohl’s loyalists, who the company is targeting through its favorite channels; customers who are under-engaged, to be targeted digitally with loyalty offers; infrequent visitors and newcomers, according to Media Post.

Setliff said the company is also honing its media targets, shifting its focus to only the highest-spending zip codes in each of its spending areas.