Kohl's promotes virtual holiday gatherings for shoppers
Gearing Up for Holidays Online: Kohl's Gets Techy
Awesome news, folks! Kohl's is shaking things up this holiday season, mostly in the digital realm. The retail giant's marquee event is the AI-powered "Kohl's Storybook Magic," where you can enter your gift recipient's name and interests for a tailor-made poem packed with personalized gift recommendations.
To amp things up, Kohl's is diving headfirst into social media with trendy AR Lenses. These lenses, available on Snapchat, TikTok, and Meta, utilize platform randomization technology to deliver gift suggestions for the entire family. In essence, they simulate AI-like experiences to offer Kohl's recommendations.
These lenses are designed to guide users through pairing gifts with loved ones, culminating in an entertaining decision: which family member will receive a Kohl's gift or a lump of coal?
Barbara Kahn, a marketing professor at The Wharton School, clued us in on why this strategy appeals to younger customers and gets people talking about Kohl's. She pointed out that user-to-user messaging is the essence of viral marketing.
To keep customers inspired, influencers will lend their creativity through storefronts on Kohl's website. Starting today until Dec. 8, Kohl's will also broadcast multiple livestreams, shedding light on Black Friday sales, top deals, popular toys, holiday glam looks, and the best stocking stuffers.
Last Friday, Kohl's took the holiday festivities offline with a pop-up event in Bryant Park, New York City. The event featured an interactive snow globe, generating personal stories and gift suggestions in real-time. The first 1,000 participants even walked away with a $5 Kohl's Cash coupon!
With store comps down by 5% year over year and profits slashed by 60% in the last quarter[6], Kohl's could surely use a holiday miracle this season. To keep the momentum going, Kohl's has expanded its partnership with Sephora, focusing on prestige beauty, where sales have been strong in the past[7]. Last year, between October and December, beauty brought in a whopping $9.3 billion, with Kohl's recording a 90% surge in beauty sales during the 2022 holiday quarter[8].
Catch Kohl's Q3 results on November 15. Who knows? With these tech-savvy initiatives, Kohl's could be writing a new chapter in its holiday story this year!
[6] - Alluding to increased operational costs and inventory adjustments, which contributed to the decreased profits
[7] - The shift towards online shopping, omnichannel marketing, and personalized recommendations have boosted sales in the beauty sector
[8] - Rising demand for luxury cosmetics, skincare, and fragrances during holiday seasons has fueled growth for retailers like Kohl's
- Kohl's is employing artificial-intelligence technology this holiday season, showcasing with the AI-powered "Kohl's Storybook Magic."
- To engage further, Kohl's is partnering with social-media platforms, offering AR Lenses that emulate AI experiences for gift recommendations.
- These Snapchat, TikTok, and Meta lenses guide users in pairing gifts for loved ones, even turning the selection process into an entertaining choice between gifts or coal.
- Barbara Kahn, a marketing professor, notes that user-to-user messaging is crucial for viral marketing success, making Kohl's more conversational and relatable to younger customers.
- To maintain inspiration, influencer storefronts are available on Kohl's website, featuring multiple livestreams focusing on Black Friday sales, top deals, toy recommendations, holiday glam looks, and stocking stuffers.
- Lastly, Kohl's hosted an offline pop-up event in Bryant Park, New York City, where participants could interact with an interactive snow globe and receive real-time gift suggestions and $5 Kohl's Cash coupons.
- With declining store comps and slashed profits in the last quarter, Kohl's could use a holiday miracle – their tech-savvy initiatives could help write a new chapter in their holiday story and strengthen their business in the retail, finance, technology, entertainment, and beauty industries.
