Some schools are only just finishing remote classes, but Kohl’s is already thinking about the back-to-school shopping season, and has been for some time. With the return to school in flux due to the pandemic and fears of another wave coming this fall, marketers have had to adjust their strategies. For Kohl’s, that means decreasing lead time for marketing and creating alternative pieces of content to air during all possible scenarios.
Greg Revelle, chief marketing officer of Kohl’s, discusses the issue on this week’s episode of the Marketer’s Brief Podcast.
“It might be back to home-school and we want to make sure we’re relevant, essentially no matter what happens,” he says, noting that the retailer shot a bunch of different creative for all contexts. “As we get closer, we’ll be able to put in the right context for whatever the moment may require.”