Executive Briefings

Kohl's Says Continued Digital Innovation Drives Customer Loyalty

Kohl's Corp. has found loyalty to be "the most important differentiator for us in the marketplace," says CEO Kevin Mansell, and this loyalty is being driven by technology.

For the holidays, Kohl's drove hard on its loyalty programs, including Kohl's Cash and Yes2You rewards program, by making changes in execution to heighten and strengthen the effectiveness of the programs.

"With the ability to use new technology enablers to personalize our offers and therefore grow usage and adoption over time, we believe loyalty has the potential to be a driver of visits and transaction size in a significant way over a long period of time," said Mansell.

With the ease of use that Kohl's app and its digital wallet has proven to be effective with customers, Kohl's said it's seeing customers using mobile more to pre-shop.

"People continue to shop and explore and search more online increasingly, obviously, more with their smartphone than anything else," said Mansell. "I would say we are seeing, increasingly, a trend towards customers using that information to transact in our stores, which I think would be a really good thing for us, because as you know, one of our key initiatives is to amplify the importance of our store base, and we have a substantial store base."

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For the holidays, Kohl's drove hard on its loyalty programs, including Kohl's Cash and Yes2You rewards program, by making changes in execution to heighten and strengthen the effectiveness of the programs.

"With the ability to use new technology enablers to personalize our offers and therefore grow usage and adoption over time, we believe loyalty has the potential to be a driver of visits and transaction size in a significant way over a long period of time," said Mansell.

With the ease of use that Kohl's app and its digital wallet has proven to be effective with customers, Kohl's said it's seeing customers using mobile more to pre-shop.

"People continue to shop and explore and search more online increasingly, obviously, more with their smartphone than anything else," said Mansell. "I would say we are seeing, increasingly, a trend towards customers using that information to transact in our stores, which I think would be a really good thing for us, because as you know, one of our key initiatives is to amplify the importance of our store base, and we have a substantial store base."

Read Full Article