November 15, 2013
The RetailWire Christmas Commercial Challenge: Barnes & Noble Vs. Kohl’s
Two commercials: Each created with the goal of drumming up consumer excitement and driving traffic and sales.
In the fourth episode of the RetailWire Christmas Commercial Challenge, we offer up new spots from Barnes & Noble and Kohl’s for you to critique. (Toys "R" Us won in week one; Best Buy took week two; Kmart narrowly topped Walmart in week three.) At the end of the holiday season, we will put all the winners from the ongoing competition up for a vote to determine the merchant with the most to be cheerful about during this season of stress and, hopefully, cheer.
Which is better? You decide.
![[Image: Barnes & Noble]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxNzE1OCUyRmItYW5kLW4taG9saWRheS1zdGlsbC5qcGciIGRhdGEtdz0iMSIgZGF0YS1oPSIxIiBkYXRhLWJpcD0iIj48L3N2Zz4=)
![[Image: Kohl's]](data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxIDEiIHdpZHRoPSIxIiBoZWlnaHQ9IjEiIGRhdGEtdT0iJTJGcHVibGljJTJGaW1hZ2VzJTJGZGlzY3Vzc2lvbnMlMkYxNzE1OCUyRmtvaGxzLWhvbGlkYXktc3RpbGwuanBnIiBkYXRhLXc9IjEiIGRhdGEtaD0iMSIgZGF0YS1iaXA9IiI+PC9zdmc+)
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Discussion Questions
What do you think of Kohl’s “Holiday Surprise” and Barnes & Noble’s “It All Happens” commercials? Which will do the best job of driving business this holiday season?
Poll
They are both good spots, and completely different so it is hard to say which will drive more business.
The Kohl’s spot is both more heart warming and and not your typical in-store ad. It also leaves open more possibilities of what the viewer can get from Kohl’s as the pillows, clothes, tree, decorations, etc. are all available at Kohl’s.
Clearly there are many items you can buy for your shopping list at B&N besides books and a Nook but I think it would be fair to say it is much more limited compared to Kohl’s, so I say Kohl’s will drive more business unless you live in the city; then people want convenience and will probably be happy to do everything at B&N.
Kohl’s and the compassion spin is a great piece, but the audience is not that large. Meaning, there are many people that are just not that nice at Christmas.
B&N has the chaos and the alternative gift mix and targets the young and old. People also will recall this ad the most due to the 30 Rock guy….is that Al McClain?
As a normal human, I like the Kohl’s ad. It is the reveals the nice side of Christmas that many miss.
Note: The lady they are surprising in the Kohl’s ad was just returning from an all-night poker game and has over $5K in her coat pockets….
I love the emotion in the Kohl’s spot, and the idea of doing for others, but it doesn’t sell Kohl’s. The B&N spot highlights a number of holiday gifts in a fun, entertaining way. I’d have to go with B&N.
What’s up with all of these overly perky spokespeople in TV ads? I found the Barnes & Noble ad annoying and unmemorable.
Call me a “Boomer,” but give me emotion and feeling during the Holidays. Like Folgers coffee ads of returning family members for the holidays, the Kohl’s ad generates emotion and adds a surprise ending with the new twist. Certainly heart warming and memorable.
Do any of these TV ads really work? Who knows. If they are supposed to create brand connection and identity, then the vote goes to Kohl’s ad hands down.
The Kohl’s ad definitely tugs heart strings and embodies many of the aspects of Christmas – caring for others, giving rather than receiving, and the element of surprise. It seems more like a short movie with product placement than an ad. The Barnes and Noble ad is a little harder sale but contains element of humor.
IMO the Kohl’s ad creates a stronger bond with the brand. Will that translate into increased sales? Not sure but it does make the company seems to be more caring.
I like both of these spots. The B&N spot does a nice job of showing the retailer has more than just books. But the Kohl’s commercial has a message that I think will resonate with their target audience. I cast my vote for Kohl’s.
I was a bit surprised at the “May God bless you” in the music track of Kohl’s right from the start.
I agree with Chris’s comment. Reminds me of the Lou Grant comment, “I hate spunk.” Is Barnes & Noble a place for over-caffeinated “perky” shoppers? I dunno, I always thought viewers were looking to say, “That’s me” so they would shop there.
In this day and age though, are people out to trim grandma’s tree really a compelling message for a discount department store? I would choose over caffeinated as the winner of this challenge.
I give my vote to the Kohl’s spot. It is a bit of a story that unfolds, and in the end, reminds us of what the season and holidays are truly all about. It is uplifting and more memorable than the B&N commercial.
Kohl’s is sweet – but doesn’t tell me anything about the store. B&N at least gives me some ideas about what they have and what to get. I’ll go with B&N
Kohl’s has it all over B&N, in my opinion. But I prefer less to more and this is what we got from Kohl’s.
Have you ever seen a Publix holiday commercial? If not, make it a point to watch at least one. They get the message across quite well in an attractive way.
The Kohl’s ad will be far more often remembered and talked/blogged about. Very heart-warming and well done.
Nice to give a well-deserved hat’s off to another Milwaukee-based company.
The B&N spot actually talks about what’s available there, unlike the Kohl’s ad, which reminds the viewer of what the holiday season is all about. But given that most customers know the products that both these retailers carry and sell, the Kohl’s ad stays with me longer. It taps into emotions and is more entertaining.
Challenge:
- Motivate people to shop my store
Approach:
- B&N: we offer solutions to problems.
- Kohls: we facilitate meaning, that’s what it’s all about.
I think as time runs out – B&N might have the edge, but I liked what Kohl’s is doing – it’s kinda Midwest, however.
Kohl’s. Quite frankly, I was surprised to see B&N spend money on a lavish holiday ad. Too bad they don’t sock that money into customer service in their stores. B&N may have a professional actor and the “fun” element, but seeing an ad like that vs. the sad shopping reality of shopping in their stores are two different worlds. You can’t fool me with those whimsical ads. And to Kohl’s credit, they put the “meaning” back into why we celebrate the holiday. Kudos to Kohl’s.
The Kohl’s spot does bring on the emotion but…I don’t think that is the Kohl’s brand. Who really is the Kohl’s shopper and did this target them?
Barnes & Noble, on the other hand, did hit their market. Just a little too peppy for me!
I’ll take Barnes & Noble and $5!
I couldn’t stop thinking “dumb” as I watched the Barnes & Noble commercial. There’s an old saying about how to succeed in business. “Sincerity. Once you know how to fake it, you’ve got it made.” Sorry B&N doesn’t fake well and it rubs right up against “irritating.”
On the other hand, Kohl’s ad is sweetly engaging while it showcases some of its wares and targets a younger age group. So my vote has to go to Kohl’s.
Hands down, the Kohl’s commercial is better; nothing like pulling at the heartstrings during the holidays.
Kohl’s wins this one despite the high entertainment value of B&N’s clip.
Kohl’s spot is consistent with their branding – Expect Great Things – and in synch with their emphasis on family and value. The young couple are hip and are out to do something nice for someone else and they can make it all happen by shopping at Kohl’s. It’s a feel good about the brand and life, not individual products. it’s almost like an antidote to the selfish hustle and bustle of current living.
B&N is definitely running on high octane using a zany and popular actor. It is entertaining and gives their audience variety of ideas for “just the right gifts for all the special people in your life.” Books, Nook tablets and Glowlight, toys, and gift cards. This one felt more transactional and the gift categories underwhelmed. B&N is pushing convenience, selection, and low prices AND embracing the chaos of the hustle and bustle that comes with gift shopping during the holidays. Clad in red sweater (and sprinting at the end), Jack McBrayer reminded me of the highly memorable Target “Workout Lady” in the red sweats getting in shape for bargain hunting.
Thanks! I’ll show these videos to my Marketing class in Hong Kong and let them weigh in on which they think will motivate American consumers to shop (80% of the class is from Mainland China).
Wow, I was ready to vote for the Barnes & Noble commercial, but the Kohl’s one blew me away.
I adore Jack Brayer and he’s an awesome choice as spokesman for B&N.
Kohl’s ad wins it for me; heartwarming and shows items available for Christmas purchase and home decorating. The Barnes & Noble ad also gave ideas for purchase as well, but I did not like how the main actor was a man and only mentioned gift giving to other men/boys. I’m not anti-male, but it makes me think B&N didn’t think of the ad in terms of both men and women.
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They are both good spots, and completely different so it is hard to say which will drive more business.
The Kohl’s spot is both more heart warming and and not your typical in-store ad. It also leaves open more possibilities of what the viewer can get from Kohl’s as the pillows, clothes, tree, decorations, etc. are all available at Kohl’s.
Clearly there are many items you can buy for your shopping list at B&N besides books and a Nook but I think it would be fair to say it is much more limited compared to Kohl’s, so I say Kohl’s will drive more business unless you live in the city; then people want convenience and will probably be happy to do everything at B&N.
Kohl’s and the compassion spin is a great piece, but the audience is not that large. Meaning, there are many people that are just not that nice at Christmas.
B&N has the chaos and the alternative gift mix and targets the young and old. People also will recall this ad the most due to the 30 Rock guy….is that Al McClain?
As a normal human, I like the Kohl’s ad. It is the reveals the nice side of Christmas that many miss.
Note: The lady they are surprising in the Kohl’s ad was just returning from an all-night poker game and has over $5K in her coat pockets….
I love the emotion in the Kohl’s spot, and the idea of doing for others, but it doesn’t sell Kohl’s. The B&N spot highlights a number of holiday gifts in a fun, entertaining way. I’d have to go with B&N.
What’s up with all of these overly perky spokespeople in TV ads? I found the Barnes & Noble ad annoying and unmemorable.
Call me a “Boomer,” but give me emotion and feeling during the Holidays. Like Folgers coffee ads of returning family members for the holidays, the Kohl’s ad generates emotion and adds a surprise ending with the new twist. Certainly heart warming and memorable.
Do any of these TV ads really work? Who knows. If they are supposed to create brand connection and identity, then the vote goes to Kohl’s ad hands down.
The Kohl’s ad definitely tugs heart strings and embodies many of the aspects of Christmas – caring for others, giving rather than receiving, and the element of surprise. It seems more like a short movie with product placement than an ad. The Barnes and Noble ad is a little harder sale but contains element of humor.
IMO the Kohl’s ad creates a stronger bond with the brand. Will that translate into increased sales? Not sure but it does make the company seems to be more caring.
I like both of these spots. The B&N spot does a nice job of showing the retailer has more than just books. But the Kohl’s commercial has a message that I think will resonate with their target audience. I cast my vote for Kohl’s.
I was a bit surprised at the “May God bless you” in the music track of Kohl’s right from the start.
I agree with Chris’s comment. Reminds me of the Lou Grant comment, “I hate spunk.” Is Barnes & Noble a place for over-caffeinated “perky” shoppers? I dunno, I always thought viewers were looking to say, “That’s me” so they would shop there.
In this day and age though, are people out to trim grandma’s tree really a compelling message for a discount department store? I would choose over caffeinated as the winner of this challenge.
I give my vote to the Kohl’s spot. It is a bit of a story that unfolds, and in the end, reminds us of what the season and holidays are truly all about. It is uplifting and more memorable than the B&N commercial.
Kohl’s is sweet – but doesn’t tell me anything about the store. B&N at least gives me some ideas about what they have and what to get. I’ll go with B&N
Kohl’s has it all over B&N, in my opinion. But I prefer less to more and this is what we got from Kohl’s.
Have you ever seen a Publix holiday commercial? If not, make it a point to watch at least one. They get the message across quite well in an attractive way.
The Kohl’s ad will be far more often remembered and talked/blogged about. Very heart-warming and well done.
Nice to give a well-deserved hat’s off to another Milwaukee-based company.
The B&N spot actually talks about what’s available there, unlike the Kohl’s ad, which reminds the viewer of what the holiday season is all about. But given that most customers know the products that both these retailers carry and sell, the Kohl’s ad stays with me longer. It taps into emotions and is more entertaining.
Challenge:
Approach:
I think as time runs out – B&N might have the edge, but I liked what Kohl’s is doing – it’s kinda Midwest, however.
Kohl’s. Quite frankly, I was surprised to see B&N spend money on a lavish holiday ad. Too bad they don’t sock that money into customer service in their stores. B&N may have a professional actor and the “fun” element, but seeing an ad like that vs. the sad shopping reality of shopping in their stores are two different worlds. You can’t fool me with those whimsical ads. And to Kohl’s credit, they put the “meaning” back into why we celebrate the holiday. Kudos to Kohl’s.
The Kohl’s spot does bring on the emotion but…I don’t think that is the Kohl’s brand. Who really is the Kohl’s shopper and did this target them?
Barnes & Noble, on the other hand, did hit their market. Just a little too peppy for me!
I’ll take Barnes & Noble and $5!
I couldn’t stop thinking “dumb” as I watched the Barnes & Noble commercial. There’s an old saying about how to succeed in business. “Sincerity. Once you know how to fake it, you’ve got it made.” Sorry B&N doesn’t fake well and it rubs right up against “irritating.”
On the other hand, Kohl’s ad is sweetly engaging while it showcases some of its wares and targets a younger age group. So my vote has to go to Kohl’s.
Hands down, the Kohl’s commercial is better; nothing like pulling at the heartstrings during the holidays.
Kohl’s wins this one despite the high entertainment value of B&N’s clip.
Kohl’s spot is consistent with their branding – Expect Great Things – and in synch with their emphasis on family and value. The young couple are hip and are out to do something nice for someone else and they can make it all happen by shopping at Kohl’s. It’s a feel good about the brand and life, not individual products. it’s almost like an antidote to the selfish hustle and bustle of current living.
B&N is definitely running on high octane using a zany and popular actor. It is entertaining and gives their audience variety of ideas for “just the right gifts for all the special people in your life.” Books, Nook tablets and Glowlight, toys, and gift cards. This one felt more transactional and the gift categories underwhelmed. B&N is pushing convenience, selection, and low prices AND embracing the chaos of the hustle and bustle that comes with gift shopping during the holidays. Clad in red sweater (and sprinting at the end), Jack McBrayer reminded me of the highly memorable Target “Workout Lady” in the red sweats getting in shape for bargain hunting.
Thanks! I’ll show these videos to my Marketing class in Hong Kong and let them weigh in on which they think will motivate American consumers to shop (80% of the class is from Mainland China).
Wow, I was ready to vote for the Barnes & Noble commercial, but the Kohl’s one blew me away.
I adore Jack Brayer and he’s an awesome choice as spokesman for B&N.
Kohl’s ad wins it for me; heartwarming and shows items available for Christmas purchase and home decorating. The Barnes & Noble ad also gave ideas for purchase as well, but I did not like how the main actor was a man and only mentioned gift giving to other men/boys. I’m not anti-male, but it makes me think B&N didn’t think of the ad in terms of both men and women.