Hasta La Creative!

After reporting less-than-stellar earnings last week, retailers including J.C. Penney and Kohl’s are looking to save money by crafting more personalized marketing strategies, swapping out traditional media buys for digital campaigns they hope will prove more efficient.

The approach mimics that of Macy’s, which has focused on personalization and local efforts since initiating My Macy’s in 2009, a program that gave local executives more power.

Last month, J.C. Penney named Mary Beth West as both CMO and chief customer officer, succeeding CMO Debra Berman and expanding the post. The new dual role aims to give the company’s marketers more access to its trove of information on shoppers.

Continue reading at AdAge.com