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Retailers are refreshing their marketing strategies to build on solid fourth-quarter earnings that were helped by improved consumer confidence and lower gas prices over the holidays. Kohl’s is focusing on data-driven personalization and national brands, while Macy’s, J.C. Penney and Gap are expanding and tweaking their omni-channel marketing.

Kohl’s

Fourth-quarter sales at Kohl’s were $6.3 billion, up 3.9% from the previous year, while sales for the year were flat at $19 billion, the company said in a statement on Thursday. Comparable-store sales also rose 3.7% during the quarter,the largest increase since the fourth quarter of 2010.

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