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Kohl's Case Study: Consumer Behavior
MKTG 385
Spring 2024
With a competitive modern retail landscape and department stores declining in popularity, how can Kohl’s stay relevant and capture the attention of Gen Z and emerging Gen Alpha? Shifting from traditional TV ads to influencer partnerships, rebranding Kohl’s Cash as a high-quality incentive, and refining ad designs to create a more luxurious and streamlined look could be key. Through focus groups and market analysis, we've crafted strategic recommendations with fresh ideas to help Kohl’s connect with a new generation of shoppers.
Analyze consumer behavior for Kohl’s by gathering insights through focus groups with JMU students to address customer retention challenges and recommend actionable strategies for growth. Conduct market and strategy analysis, providing specific recommendations to improve engagement with Gen Z and Gen Alpha audiences.
ASK:
STRATEGY:
Position Kohl’s to attract younger generations by focusing on social and digital advertising platforms like TikTok, YouTube, and Instagram, along with influencer partnerships to enhance brand reach. Adjust Kohl’s Cash positioning by limiting its mention in ads and highlighting it during in-store experiences, reducing the perception of low product quality while encouraging loyalty.
Kohl's Consumer Behavior Case Study Presentation (Click to View)
To attract younger generations, Kohl’s should prioritize platforms like TikTok, YouTube, and Instagram and use influencer endorsements to enhance brand appeal. In-store, moving Amazon and Sephora sections to the back can increase foot traffic, while updated décor and layouts can create a more inviting atmosphere. Simplifying ads, reducing discount emphasis, and repositioning Kohl’s Cash promotions to in-store touchpoints can improve brand perception and strengthen customer loyalty.
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Marketing Coordinator Intern
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