J.C. Penney, Kohl's Go for Personalization

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.