Incorporating the yes philosophy quickly brought

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DNA for decades” (Kohl’s Embraces). Incorporating the “Yes” philosophy quickly brought Kohl’s back into the market as this new brand campaign gave customers a better understanding of what the company was all about. With this campaign, Kohl’s launched commercials that were told uniquely through first-person visuals to enhance the experience of a customer watching the advertisement as it “celebrates “Yes” moments that most families can relate to – such as a young child diving off the high board at a swimming pool for the first time or learning to ride a bike” (Kohl’s Embraces). These particular commercials celebrated moments that people could relate to, and conveyed the powerful meaning of choosing to say “Yes”. The response of this campaign brought in more sales, and helped bring the company back where it needed to be in the competing market. The growing sales returns and strong consumer response led Kohl’s to approach and launch the Yes2You Rewards loyalty program to continue making more personal connections with their customers (Yes2You Rewards). The positive response has led Kohl’s to continue using similar campaigns through advertisements and digital marketing to improve sales. 4 Figure 3. Kohl's Yes2You Rewards Source: Kohl’s
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For example, in the most recent holiday season of 2017, Kohl’s launched another marketing campaign, Give Joy, Get Joy, encouraging customers to shop at Kohl’s for the holidays. This campaign offered incredible saving opportunities that allows customers to earn Kohl’s cash (A Q&A With Greg Revelle, Kohl's Chief Marketing Officer). The campaign gave loyal customers an incentive to continue shopping at Kohl’s, and it also brought in new customers who were looking for the best deals and savings among other established retailers. Moving forward, Kohl’s will continue the successful momentum of their strong marketing campaigns by implementing an innovative way to show customers How to Kohl’s. This new campaign will focus on three elements: value, product, and ease. The How to Kohl's platform, will expand on how to style an outfit, how to use Kohl's app, and how to use Kohl's Cash. It will show customer’s how to utilize all of Kohl’s benefits, and save with incredible value without sacrificing the quality of the company’s amazing proprietary and national brands. With a more personalized experience combined with digital marketing, the company will anticipate similar growth in customer acquisition and return on sales. These strong marketing campaigns attract Kohl’s target audience, bringing in new customers which will continue the growth of sales and the company. Sales Returns From the launch of the say “Yes” campaign, the company improved from $4070 million net sales in the first quarter, to $4242 million net sales the following quarter. Quickly following that launch, Kohl’s introduced the Yes2You Rewards loyalty program at the year-end of 2014 that continued to boost sales, which brought a $181 million net sales growth the following year in 5
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2015 (6). With Give Joy, Get Joy,
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