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11/02/2020

Kohl’s Digital Holiday Playbook Includes Instagram Live and Virtual Pop-Ups

Lisa Johnston
Managing Editor
Lisa Johnston profile picture

Kohl’s will connect with shoppers in new ways through social media partnerships this holiday season, including through the use of virtual pop-ups and augmented reality.

Episodic experiences hosted by Kohl’s holiday influencers will share holiday preparation tips, gifting ideas, entertaining at home, Black Friday deals and more on Instagram, all of which will provide the ability for consumers to browse featured product on Kohl’s new Instagram Shop without leaving the app.

The No. 21 retailer is also partnering with Romper to host a live virtual Family Night In event with live games and chances to win Kohl’s Cash coupons and products.

A partnership with Snapchat, meanwhile, will use augmented reality to let consumers personalize holiday greeting cards and receive chances to win Kohl’s Cash coupons while also featuring top holiday gifts from Kohl’s.

It’s also teaming with Bustle Digital Group for a virtual pop-up shop within its holiday marketplace from Nov. 27 to Dec. 18, giving users the opportunity to interact with custom content and Kohl's products.

Consumers can also browse an interactive and shoppable Kohl’s Gifting Catalog on Pinterest for curated gift ideas, promotion information and opportunities to earn Kohl’s Cash.

To embrace the spirit of giving, Kohl’s is donating $5 million in grants to selected nonprofit organizations across the country that demonstrate its ongoing commitment to family health and wellness.

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