Kohl’s enhances its retail media network

Kohls Corp. is developing new features to help advertising partners target their customers.

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

According to Kohl’s, it receives nearly 2 billion site visits per year and has millions of active and engaged customers and loyal members. Advertisers can work with Kohl’s Media Network to build awareness, influence and engagement, and 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 App Push Notifications. Offsite channels include paid social and influencer ads, offsite display ads, video, and audio streaming.

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

Retailers are opening up their customers to targeted ads

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

Originally announced during the introduction of Walmart Connect media platform in January 2021, Walmart’s demand-side platform (DSP) is a collaborative effort with an independent demand-side platform The trading post.

In January 2022, Best Buy rolled out Best Buy Adsan in-house media company designed to help its suppliers provide buyers with targeted and timely promotional messages based on its customer relationships and insights.

In August 2021, Best Buy has begun allowing advertisers to use Criteo’s multi-retailer self-service platform to reach BestBuy.com and BestBuy.ca shoppers in the United States and Canada. Through Sponsored Products, the platform helps Best Buy customers discover and purchase products.

Other major national retailers that have launched similar digital third-party ad networks in the past two years include family dollars, Walgreensand SVC.

Target spear its Roundel advertising network in 2019 as a tool for CPG brands to create personalized digital advertising campaigns aimed at target customers. Roundel helps advertisers connect directly with Target customers through personalized and relevant marketing messages across Target-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 to personalized audiences,” said Christie Raymond, Director of Kohl’s acting marketing. “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, Wisconsin, Kohl’s operates more than 1,100 stores in 49 states and an e-commerce site.

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