November 4, 2009, 12:00 AM

Kohl’s unveils its online strategy for the holiday season

Kohl’s expects to boost online sales 30% during the holiday season with the help of increased online marketing on social networks as well as through its e-mail database, which grew 50% in the past year.

Mark Brohan

Research Director

Kohl’s Corp. is charting an aggressive course for its holiday season marketing strategy in an effort to reach cost-conscious shoppers. The company says it anticipates online sales during the holidays will grow by 30%.

The company is planning to update its Facebook page-which has 700,000 fans-with holiday campaign offers and add a new function to its e-mail promotions that enables recipients to post sales offers to their Facebook pages.

Kohl’s says its e-mail database grew by 50% this past year and is planning to leverage that increase by sending 17 separate e-mail campaigns in November and 30 more throughout December with its holiday promotions.

On Kohls.com, the company expects its newly launched gift finder tool to help shoppers sort through gift ideas. The tool allows shoppers to select price points then select a recipient category such as “teen girls.” Also new this year, shoppers can create a “holiday hint list" using the site’s gift registry.

In addition, Kohl’s, No. 50 in the Internet Retailer Top 500 Guide, will offer shoppers online-only offers on Kohls.com as well as savings on shipping.

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