Marketing Intern Shark Tank Competition

Our Goal:

To inspire the customer and create lifetime relevancy and value.

The Intern Shark Tank Competition was a unique opportunity for Kohl's interns from different areas of the marketing department to collaborate on a project. The challenge was to develop an engaging marketing strategy to drive traffic from both new and existing customers. My group and I introduced Grow with Kohl's - the initiative that would position Kohl's not only as the retailer that rewards the everyday, but is also there to help you through all of life's major milestones.

High Level Strategy

digital interface


Develop a new, Pinterest-like board feature on the website that sparks inspiration and encourages customization. This feature expands on the idea of a registry but applies it to other major life events.

3-day banner event


An annual three day banner event with strategic promotions would put the new initiative at the forefront of Kohl's marketing, in an effort to raise awareness for the new online tool.

pulsing themed promotions


Maintain awareness for Grow with Kohl's by pulsing promotions throughout the year and curate them to specific customer segments at personally relevant times.

Target

Customer Profile 1:


Newer Kohl's customer

Age 20 - 40

Middle class

Limited free time to shop

Higher likelihood of shopping online

Values affordability, price-clarity, and product relevance

Customer Profile 2:


Existing, loyal Kohl's customer

Age 40 - 60

Middle - Upper class

More free time to shop

Higher likelihood of shopping in-store

Values affordability, price-clarity, and product relevance

Digital Interface

Grow with Kohl's Inspirational Page


Customers can sign up and use a Pinterest-like board feature that sparks inspiration and encourages customization. This feature expands on the idea of a registry but applies it to other major life events. Whether it's a wedding, moving to college, buying your first home, having a child, Kohl's will be there for you.

PERSONALIZED


The Grow with Kohl's home page would be personalized so it shows you content and product that you may be interested in. This would be based off of your previous purchases and browsing history.

INTEGRATED


A Grow with Kohl's drop-down would be added on product matrix pages (PMPs) and product display pages (PDPs) throughout the entire site so customers can save products to their customized, shoppable boards. This allows for simple and easy planning for major events while shopping any category at Kohl's.

Banner Event


The annual three day banner event would put the new initiative at the forefront of Kohl's marketing, in an effort to raise awareness for the new online tool. The banner event would take place in late January - a time when people are re-evaluating their goals and have an optimistic look at everything happening in the upcoming year. Because both of our customer segments value affordability and price-clarity, each day of the event would have themed, price-led promotions. Additionally, we would try to drive return trips by offering a standard $10 in Kohl's Cash for every $50 spent, to be redeemed the following week.

Day 1: Home


Price-led promotions on the following categories:

  • Decor
  • Kitchen & Bake-ware
  • Cleaning

Day 2: Wedding


Price-led promotions on the following categories:

  • Formal clothing
  • Kitchen & Bake-ware
  • Jewelry

Day 3: Baby


Price-led promotions on the following categories:

  • Toys
  • Children's clothing
  • Parenting/Baby products

Themed Pulses


To maintain awareness for Grow with Kohl's, we plan to pulse themed, price-led promotions throughout the calendar year. The promotions will occur during common times of major life milestones. Whether it's spring cleaning or summer weddings, Kohl's will be there for you during the big and small moments.

HOME flash sales


Event Months: March, July, October

Brand Promotions: Scott Living, Dyson, Sonoma

Inspiration Page Copy Examples:

  • “Keeping Your New House Clean”
  • “Best Holiday Decor for Small Spaces”

WEDDING flash sales


Event Months: May, August, September

Brand Promotions: Lauren Conrad, Apt 9, Simply Vera

Inspiration Page Copy Examples:

  • “Planning the Perfect Wedding Shower”
  • “Easily Share your Wedding Registry” 

BABY category flash sales


Event Months: May, August, September

Brand Promotions: Lauren Conrad, Apt 9, Simply Vera

Inspiration Page Copy Examples:

  • “Baby Shower Shopping Guide” 
  • “Perfect Gifts for the Newest Family Member"

Media Plan

Email


  • Personalized email triggers
  • Opt-in to Grow with Kohl's emails that align with life milestones, curated promotions and product assortments

social


  • Feature "slice of life" type content that illustrate major life milestones
  • Use Facebook Carousel feature to re-target customers who previously browsed or abandoned their cart 

seo


  • Drive traffic from “Grow with Kohl’s” to product pages on kohls.com
  • Use Google Search Console to find highly searched terms in editorial content 

direct mail


  • Highly targeted direct mail sent to customers based on product affinity
  • Sent specifically to our two customer segments during relevant times to drive in-store traffic

Why we expect success:


We expect that Grow with Kohl's would be a successful endeavor for the brand firstly because it drives omni-channel traffic through product and circumstantial motivators. The initiative also appeals to a core desire of existing Kohl's customer segments - they enjoy gift-giving and want to be seen a social leader among their peers. Finally, Grow with Kohl’s aligns well with the current brand messaging. Grow with Kohl’s is emotionally appealing, natural, and promotionally seamless.