Cross-Merchandising

Kohl’s rolled out two omnichannel campaigns in January underscoring the company’s stated focus on giving back to the community.

The company says it will award $400,000 in scholarships and prizes to more than 2,500 students who have made a positive impact on their communities. Nominations for kids ages 6 to 18 will be accepted until March 13 at kohlskids.com and in stores.

Menomonee Falls, Wis. – Kohl’s Department Stores will be the exclusive department store retail partner for The Color Run, a national paint race event series. Select Kohl’s stores will serve as the packet pick-up location in more than 100 cities across the county.

Kohl’s will have a social presence at each race and will encourage participants to take and share celebratory photos with their friends and family across social accounts using #MakeYourMove.

Walmart shoppers who read Harlequin novels and who also have a fondness for bull riders are in for a treat.

Santa Monica, Calif. -- Mall owner Macerich is hosting a large-scale, week-long public event at its Scottsdale Fashion Square property, as a tie-in to the NFL’s Super Bowl XLIX showdown on Feb. 1 between the Seattle Seahawks and the New England Patriots. Fan Fest Scottsdale, held Jan. 26-Feb. 1, is designed to attract thousands of fans converging on metro Phoenix for pro football's biggest game of the year.  

Louisville, Ky. – Papa John’s International Inc. is taking its Super Bowl focus off trivial football inflation concerns and on something that matters – free pizza. Customers who place a minimum order of $15 on Papajohns.com using promo code SUPERBOWL between Thursday, Jan. 29 and Sunday, Feb. 1 will receive a free large pizza with up to three toppings on their next order beginning Monday, Feb. 2 through Sunday, February 22.

Atlanta -- PGA Tour Superstore, which is backed by Home Depot co-founder Arthur Blank, has signed a multi-year national partnership agreement with Golf Channel that includes a brand integration program and a strategic media buy.

The PGA TOUR Superstore only operates 22 locations but it just signed a deal with the Golf Channel that should do wonders for brand awareness in a category that has proven challenging for mass market retailers.

In recent years, the millennial generation surpassed baby boomers as the largest population of consumers in our country. This shift presents a number of opportunities for retailers to target and build loyalty with a new generation; however, the opportunity also comes with its challenges. One of the greatest of which, is identifying ways to keep brick and mortar locations relevant to a convenience-seeking and highly digital audience.

Irving, Texas – Chuck E. Cheese’s is running a dance-themed omnichannel promotion featuringYouTube stars Shaniah Jones and D’Squared Live. Kids can win free tickets by learning to “do the Chuck E.,” an original dance, at Chuck E. Cheese’s locations.

By Jim Singer, A.T. Kearney, and Ryan Mathews, Black Monk Consulting