Retailers such as J.C. Penney, Plano, Texas, and Kohl’s, Menomonee Falls, Wis., are crafting personalized marketing strategies, swapping out media buys for digital campaigns, in an attempt to save money, according to Ad Age.
J.C. Penney named Mary Beth West its chief marketing officer and chief customer officer last month. The dual role aims to give the company’s marketers more access to its information on shoppers, according to Ad Age.
“We have rich customer data,” says Marvin Ellison, president and CEO, J.C. Penney. “We don’t necessarily do the best job of using that data to communicate with our customers.”
Kohl’s also is attempting to learn more about its shoppers, and has launched several programs that will help target individual customers’ wants and needs.
“Loyalty is very important,” says Kevin Mansell, CEO of Kohl’s. “Longer term, personalization is probably more important because [it] has a big impact around the effectiveness of our marketing and driving more traffic into the stores.”