Hasta La Creative!

After reporting strong fourth-quarter sales this week, Kohl’s is flying forwardliterallywith a new spot airing Sunday. The 30-second commercial uses a camera attached to a drone to highlight activewear brands including Nike, Fitbit and Under Armour, around the store. Using such a filming method is a switch for Kohl’s, which is working to distinguish itself from competitors by being as innovative as possiblealso evidenced by new partnerships with Amazon and grocer Aldi. The spot also highlights the Menomonee Falls, Wisconsin-based retailer’s Kohl’s Cash loyalty program, another key push for the company.

“In terms of cinematography, it’s different than anything we’ve done,” says Greg Revelle, who joined Kohl’s as chief marketing officer nearly a year ago after a stint at Best Buy. “We’re trying to be original and different and innovative in how we do everything.”

Such a strategy appears to be paying off. While the holiday sales period was rosy for most retailers, it was rosier for Kohl’s than for many others. The chain reported fourth-quarter sales of $6.8 billion, a 9.2 percent rise over the year-earlier period. Comparable store sales for the quarter were up 6.3 percentduring the fourth quarter of 2016, Kohl’s posted a 2.2 percent comparable store sales decline. As part of its holiday campaign, Kohl’s aired a high-production value spot featuring a sweeping battleground of gifts and shoppersas well as the brand’s loyalty program, in the hopes of attracting new shoppers.

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