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07/22/2022

Kohl’s enhances retail media network

Dan Berthiaume
Senior Editor, Technology
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Kohl’s is connecting advertisers to its customers.

Kohl’s Corp. is developing new features to help advertising partners target its customers.

The department store chain is expanding the capabilities of Kohl’s Media Network (KMN), its in-house retail media agency, to provide brands, vendors and partners an extended portfolio of omnichannel media services.

According to Kohl’s, it receives nearly 2 billion site visits per year and has millions of active, engaged customers and loyalty members. Advertisers can collaborate with Kohl’s Media Network in efforts to create awareness, influence and engagement, and to ultimately drive omnichannel conversions.

Advertisers can leverage KMN to advertise on Kohl’s digital platforms, as well as through off-site digital advertising. On-site channels include sponsored product ads, brand pages, email ads, and Kohl’s app push notifications. Off-site channels include paid social and influencer ads, off-site display ads, video, and streaming audio.

In an effort to drive further results, KMN has continued to expand with new enhancements including cross-targeting, omnichannel data integration, and closed-loop reporting. Kohl’s Media Network existing partners include Adidas, Bali, Carter’s, and Levi’s. The company expects continued growth in network participation in the coming years.

Retailers open customers to targeted ads

While in-house retail media networks have proven popular in the grocery vertical, retailers in other verticals have also joined the trend. For example, Walmart recently rolled out a demand-side platform for suppliers and their media and ad agencies in time for the 2021 holiday season.

Initially announced during the introduction of the Walmart Connect media platform in January 2021, the Walmart demand-side platform (DSP) is a collaborative effort with independent demand-side platform The Trade Desk.

In January 2022, Best Buy rolled out Best Buy Ads, an-house media company designed to help its suppliers provide shoppers with targeted, timed promotional messages based on its customer relationships and insights. 

In August 2021, Best Buy began enabling advertisers to use Criteo’s cross-retailer, self-service platform to reach BestBuy.com and BestBuy.ca shoppers in the U.S. and Canada. Through sponsored products, the platform helps Best Buy customers further discover and purchase products.

Other big-name national retailers that have launched similar digital third-party ad networks in the past couple of years include Family DollarWalgreens, and CVS.

Target launched its Roundel ad network in 2019 as a tool for CPG brands to create personalized digital ad campaigns aimed at Target customers. Roundel helps advertisers connect directly with Target's customers through personalized, relevant marketing messages across Target's owned platforms and hundreds of select off-platform channels.

“Our goal through Kohl’s Media Network is to leverage our vast omnichannel consumer data and insights to create innovative retail media solutions for our partners that connect them directly with personalized audiences,” said Christie Raymond, Kohl’s interim chief marketing officer. “We look forward to continuing to grow our offerings with KMN to provide industry-leading services that drive business growth for Kohl’s, our partners and ultimately inspire discovery among our customers.”

Based in Menomonee Falls, Wisc., Kohl’s operates more than 1,100 stores in 49 states and an e-commerce site.