Oct. 29, 2009 (Business Wire) -- Kohl’s Department Stores (NYSE: KSS) today announced its 2009 holiday program offering shoppers tremendous values all season long and, the company believes, more opportunities to save than any other national department store on thoughtful gifts and holiday essentials. A fully integrated marketing campaign, which builds on the company’s successful “The More You Know, The More You Kohl’s” platform, educates customers about how to shop smart and stretch their budgets by using stackable savings opportunities such as Kohl’s Cash, special deals during special hours, Kohl’s Charge Card offers and more. Kohl’s savings tools and incredible values are offered throughout November and December so shoppers don’t have to wait until the last minute to get tremendous deals. The campaign also highlights Kohl’s industry-leading policies like hassle-free returns and a no-exclusions approach to special sales offers which provide customers with further value and shopping convenience.

“We know consumers are focused on one thing this holiday – exceptional value – and they can count on Kohl’s to deliver throughout the season,” said Kevin Mansell, Kohl’s chairman, president and chief executive officer. “In this economy, shoppers have become more resourceful and planned in their spending. We’re confident Kohl’s incredible savings tools, great brands, shopper conveniences and industry-leading policies will help us continue to grow market share in a challenging retail environment.”

National Marketing Campaign

“We continue to listen to our customers and give them what they want – what we believe to be more opportunities to save than any other national department store on thoughtful, sought-after gifts,” said Julie Gardner, Kohl’s executive vice president and chief marketing officer. “This year we have built more value into our offers to help shoppers be strategic in their spending. Our campaign educates customers about how to make their money work harder for them by taking advantage of all of the great brands, savings tools and conveniences that Kohl’s offers. Kohl’s customers don’t have to wait until late in the season to be able to get the best deals. All season long they can shop with confidence knowing that their loved ones will be assured a memorable holiday within their budget.”

Kohl’s campaign emphasizes values such as “Count on Great Gifts, Count on Great Savings,” “Make Every Gift Count,” and the company’s key differentiators, which include:

• Stackable Savings Opportunities: Kohl’s provides customers with countless opportunities to save such as special deals during special hours like Night Owls and Early Birds, Bonus Buys, Pick-Your-Day sales (Kohl’s Charge Card offers) and Kohl’s Cash. Every Kohl’s receipt always shows customers how much they saved.
• A No-Exclusions Approach to Savings: There are no brand exclusions when using offers like Kohl's Cash coupons or Kohl's Charge Card discounts. In addition, customers can layer on these discounts and maximize savings during special promotions and sale hours.
• An Industry-Leading, Hassle-Free Return Policy: Customers can shop with confidence knowing they can return any item, anytime, for a full refund with a receipt. Customers without a receipt will get a merchandise credit good toward anything in the store.
• Kohl’s Cash: During Kohl’s Cash events, shoppers will receive $10 in Kohl’s Cash for every $50 spent in store or online to use during an in-store future shopping trip - it’s like getting paid to shop. As compared to last holiday season, Kohl’s offers nine more days to earn and 19 more days to redeem Kohl’s Cash.
• Only-at-Kohl’s Brands: Kohl’s powerful brand portfolio includes quality private and exclusive brands at exceptional values such as Simply Vera Vera Wang, Dana Buchman, ELLE, LC Lauren Conrad, Tony Hawk, apt. 9, Candie’s, Jumping Beans, SONOMA life + style, Croft & Barrow, Abbey Dawn by Avril Lavigne, Food Network and more.
• Extended Shopping Hours: Kohl’s opens early and closes late during key sales events throughout the season so shoppers can take advantage of great in-store savings when it’s most convenient.

To communicate these key differentiators throughout the season, both in store and online, Kohl’s comprehensive holiday marketing campaign will employ a wide array of marketing mediums such as broadcast and print advertising, digital and social media, Kohl’s Charge Card promotions, direct mail, e-mail outreach, targeted Latino advertising, in-store marketing and public relations.

Kohl’s has taken advantage of current media marketplace conditions and optimized mediums with a high return on investment to ensure an even stronger presence than last year. This includes an enhanced radio presence and an increased investment in direct mail and digital advertising.

Television and Radio

Kohl’s will leverage a buyer’s market to spend less while delivering the same impressions as last year. Similar to “The More You Know, The More You Kohl’s” spots that have aired this year, the holiday broadcast features savvy Kohl’s shoppers sharing how they found thoughtful gifts for loved ones at unbeatable values by bundling Kohl’s savings tools like Kohl’s Cash, Kohl’s Charge Card opportunities and special deals during special hours.

Kohl’s will run two, 30-second national brand television spots during the season. The first of these will debut on Nov. 2 and will air throughout the season during shows such as Grey’s Anatomy, The Office and CSI. Kohl’s television advertisements will also support multiple events with a mix of 15- and 30-second spots. Kohl’s will take advantage of radio’s strong reach and high return on investment. Various 30-second national radio spots will air beginning Nov. 2. The week of Thanksgiving, Kohl’s will engage customers in top markets with significantly more radio support than last year. DJ integration, leveraging Ryan Seacrest, Billy Bush, John Tesh and Lia, will also remain an important component of the company’s national broadcast strategy.

Print

Nov. 6 to 7: Power Shopping Sale

To give customers a jump-start on savings early in the season, this powerful sales event offers shoppers two full days of Power Hours pricing.

Friday, Nov. 6

• Store Hours: 8 a.m. – midnight

Saturday, Nov. 7

• Store Hours: 6 a.m. – midnight

Stackable savings opportunities include:

• Redeem Kohl’s Cash (earned when shopping at Kohl’s during Oct.