Michelle Gass, Kohl's leading marketer, recently outlined the retailer's plan for the holiday season in an interview with AdAge.
Gass disclosed that Kohl's marketing have "an element of surprise, disruption and social engagement" and that when looking to "connect with
her or him, we're looking at it very specifically day by day." And this doesn't count for a surprise either.
It's really the same jargon that you'll read from every retailer this season. They're all going to make a big push.
But there has never been some giant consumer movement demanding more "brand engagement campaigns."
The question retailers should be answering is what will they do better this season, not what will they be doing more of.
This is what will get them response that their looking for.