Zoiecorinne Morton

KOHL'S + SEPHORA LIFE THE WAY YOU DESIGN IT NEW AGE ADVERTISING CUSTOMER PROFILE FOR KOHL'S X SEPHORA Who are we trying to reach? Our ideal Kohl’s shopper is women ages 25-40 years old who show enjoyment towards affordable shopping, specifically within the categories of clothes, beauty, and lifestyle products. They enjoy online shopping when purchasing specific products, but will still shop in person as well to browse around. They tend to lean towards products that are recommended to them either by friends, family, or influencers, especially when it comes to beauty products and trends. KEY INSIGHTS FROM PRIMARY AND SECONDARY RESEARCH Store Within a Store Business Model Creates "experiential retail” or the effort towards making in-person shopping an experience that cannot be replicated online, thus driving people into the stores. It is a versatile strategy that can help reach different market segments, allow for a comfortable and engaging shopping experience, and create more effective introductions of new products or services on top of revitalizing a brand. Human Truth: People want an experience when shopping Human Truth: People want to feel like their time is valued as a customer Other Successful Department Stores One major thing successful department stores chose to emphasize was how they can better their customer experience. What has kept these businesses up and running amidst a pandemic and global shift towards online shopping was the unbeatable customer experience design that made the store memorable. Integrating Audiences According to Smart Insights, the most effective way to integrate two different audiences was to align the campaign’s content with a specific buyer's journey, specifically, “personalization can improve your sales as customers are more likely to engage with content that gives personalized recommendations,” (Beldon & Chaffey, 2021, pg.1). Human Truth: People want to buy into something more than the product SITUATION ANALYSIS of Kohl's Strengths Weaknesses Valued member of the Marketing Team Experience in advanced design software Could be more assertive to suit leadership Strong background in print and online marketing materials Able to easily adapt to changes in clients' briefs Opportunities Enroll in workshops and tutorials to enhance skill set Explore a few related aspects of the role, such as photography, illustration, etc. roleImprove delegation and group coordination S W O T Threats Availability of free online design software Competitors with better research-intensive strategies OBJECTIVES Increase brand recognition among our target audience by 3% within one year. Increase the number of Kohls’ influencers by 3% within one year. OBJECTIVE 1: INCREASE BRAND RECOGNITION AMONG OUR TARGET AUDIENCE BY 3% WITHIN ONE YEAR. REUSABLE TOTE BAG EXPANDED KOHL'S CARE INFLUENCER COMPETITION OBJECTIVE 1: INCREASE BRAND RECOGNITION AMONG OUR TARGET AUDIENCE BY 3% WITHIN ONE YEAR. REUSABLE TOTE BAGS ACTION PLAN OBJECTIVE 1 CONT: INCREASE BRAND RECOGNITION AMONG OUR TARGET AUDIENCE BY 3% WITHIN ONE YEAR. EXPANDING KOHL'S CARES PROGRAM ACTION PLAN OBJECTIVE 1 CONT: INCREASE BRAND RECOGNITION AMONG OUR TARGET AUDIENCE BY 3% WITHIN ONE YEAR. Make Kohl’s a thought leader among department stores Host an employee and customer social media competition The best promotions for products comes from our peers and the best peers to talk about the products are the ones that work next to the products every day. Employees will be encouraged to share their favorite in store on their pages and explain why their followers should add the item to their personal collection. Employees see what products are the most and least popular at their store and understand the products well enough to share information to their followers. OBJECTIVE 2: INCREASE THE NUMBER OF KOHL'S INFLUENCERS BY 3% WITHIN ONE YEAR. KOLBY THE SMART MIRROR HEALTH AND WELLNESS EVENT OBJECTIVE 2: INCREASE THE NUMBER OF KOHLS’ INFLUENCERS BY 3% WITHIN A YEAR. Promote body positivity, diversity, and inclusion in the market Kolby the Magic Mirror Throughout the research process, one of the most common themes we noticed was the importance of creating a memorable and interactive customer experience that influences consumers to shop in stores rather than online. This added experience in stores leaves a long-lasting impression on customers and gives them an added incentive to return. The magic mirror can elevate that interactivity, not only between Kohl’s and Sephora products but with users and the brand's purpose as well. It is our hope that this tactic will culminate in high rates of user-generated content to get people posting about the brand and showing off the amazing selection of products that they can find at Kohl’s and allow everyone to post from anywhere and be their ow influencer. ACTION PLAN OBJECTIVE 2 CONT: INCREASE THE NUMBER OF KOHL'S INFLUENCERS BY 3% WITHIN A YEAR. Promote body positivity, diversity, and inclusion in the market Health & Wellness Event Hosting a health and wellness event will help our clients learn how to incorporate healthier habits in whatever works for their daily lives. This event will be designed to showcase Kohl's products and how they make a difference in the everyday life of consumers. This event welcomes people of all ages, offering desirable products while educating them on the importance of personal wellness. As a result, implementing this strategy positions Kohl's as an inclusive brand by promoting body positivity, and diversity amongst its customer base. This event is designed to showcase how small changes or daily products can help us take care of ourselves every single day. HEALTH & WELLNESS EVENT ACTION PLAN Learn about products to use daily or during self care sessions Learn about little ways to incorporate more healthy food and dinners together Learn about ways to have fun and be active for all ages Use the event as an outlet to spend time with family and friends outside of our busy daily lives Reusable Tote Bags $0.64 per bag x 50,000 bags = $32,000 Influencers $50 gift card per employee winner x 1,162 stores = ~$5,500 Magic Mirror $4,675 per mirror x 20 mirrors = $93,500 Health & Wellness Event ~$12,000 -$15,000 depending on guest list Kohl's Cares Expansion $4 x 3 gift choice x 45,000 = $540,000