Sales & Marketing Alignment: How to Synergize for Success
E force kohl_presentation_062008-sn-dr
1. w w w . e f o r c e g l o b a l . c o m
Innovate. Execute. TM
Sujith Nair
June 20, 2008
GBox Solution Overview
2. Agenda
Today
Goal
Executive Summary
Solutions
Digital Content Promotions
The Kohls Virtual Card
User defined Promotions
Shop Friends Network
The Kohls Wish list
Wish list based Advertisements
Discussion
Agenda
3. Kohls has proven Newspaper Advertising to lead
customers to local Kohl’s stores.
Kohls spend on Newspaper Advertising
750 m per year
60 k per year per store
Newspaper statistics each year are changing for
worse
Circulation change
Ad rates
Printing cost
Only 2% Kohls customers use www.kohls.com
Overview : Kohl’s Newspaper Inserts Today
4. Convert customers reading
Newspaper Advertisements to Kohls
Web Users
Incent customers reading Newspaper
Advertisements to go to the local
Kohl’s Store
Retain customers and improve
customer base @ www.kohls.com
and @ the local Kohl’s Store by
providing value added services
Goal
www.kohls.com
www.kohls.com
Local Kohls Store
Local Kohls Store
5. Executive Summary
Customer Wish List
User Defined
Promotions
Kohls Virtual Card
Referrals
Newspaper Inserts
Digital Content Promotions
Improve usage of www.kohls.com
Newspaper Inserts with coupons that can be redeemed for
digital content
Widget to redeem coupon and download digital content @
www.kohls.com
Customer wish lists integrated with local and web inventory
@ www.kohls.com
Increase Kohls store visits & Improve customer
loyalty
Kohls virtual card -Customer chooses items and adds to
virtual card online.
Customer defined promotions – Customer receives a %
discount for top 5 items in the Kohls virtual card @ local
Kohls store.
Shop Friends Network- Shop Friends who shop together
receive additional % discount on next visit
Targeted Advertising - Related Item promotions and
brand video advertising based on customer’s wish list.
Brands advertising on www.kohls.com widget targeted
to the customer’s wish list
Shop Friends Network
Targeted Advertising
6. Digital Content Promotions @ Kohls.com
Newspaper advertisements with gift codes redeemable for digital content at
www.Kohls.com using the content widget.
For Kohls
Ability to track traction of a newspaper advertisement
Ability to track viewership of advertisement based on newspaper
Ability to track viewership of advertisement for other forms of advertisement
For Kohls customers
Free digital content after registering at www.Kohls.com
8. Digital Content
Digital Content Promotions
Convert Users reading Newspaper Advertisements to Kohls Web Users
Digital Content Promotions listed in newspaper advertisements
User Defined Promotions advertised in newspaper
Kohl’s Card based promotions available @ www.kohls.com
10. Kohls Virtual Card and Customer Defined Promotions
Customers add items from local Kohls store
inventory to their Kohls virtual card @
www.kohls.com to receive 25% discount on the
top 5 items each month.
For Kohls Customers
Ability to choose items that Customers need
and receive a discount
Use the card online or @ Kohls store
Receive discounts when you buy a top 5 item
in your card at www.kohls.com or @ local
Kohls store
For Kohls
Introducing Customer defined promotions
Ability to attract and retain customers based
on customer defined promotions.
Ability to retain customer pool at
www.kohls.com and the local Kohls store.
11. User Defined Promotions
User creates Virtual Kohl’s Card
Online
User browses local store inventory @
www.kohls.com
User drags items to Kohl’s card.
User gets 20% off on first 5 items on the card
each month at the Kohl’s Store
User picks up items @ local Kohls store
Related Items
12. Shop Friends Network
Create ‘Shop Friends’ Network @
Kohls.com
Additional 5% off if you shop with a
‘Shop Friend’ @ local Kohls store and
use your Kohls cards.
Additional Discounts for Referrals @
Kohls.com
13. Customer Wish lists
Customers create wish list at
www.kohls.com
Customer adds items from inventory
into their wish lists
Customer maintains/ shares wish
lists..
System lists related items for the
customer to choose from (related
content)
Wish list enables Kohls to get brands
to advertise on wish list (if a Nike
shoe is selected, a Nike VIDEO ad
for that and similar shoes, shirts etc
can be included) - Additional revenue
generator for kohls
List of items related to Nike T Shirts
15. Retain Customers
Retain customers @ www.kohls.com
and @ the local Kohl’s Store
Promotional Digital Content @
Kohls.com
Ability to apply for Kohls
Customer Defined Promotions
Card.
Receive 20% off on top 5 items
in the Kohls card each month @
local Kohls store
Additional 5% off if you shop with
a ‘Shop Friend’ @ local Kohls
store and use your Kohls cards.
Additional Discounts for
Referrals @ Kohls.com
Create and maintain Wish list’s
@ kohls.com
16. Attract Users
Attract Users reading
Newspaper
Advertisements to the
Kohls Store
Kohl’s Card based
promotions available
@ local Kohls Store
Local Kohls Store
Promotions