US retailer Kohl’s pledges to strengthen its retail footprint by investing in stores
“Kohl’s started with its roots as a brick-and-mortar business, and those 60 years of experience have grown the company into a premier omnichannel retailer,” said Mark Griepentrog, Kohl’s Property Manager. “Our strong and productive off-mall store base can continually evolve with our customers’ expectations and demand, and we see substantial opportunities to leverage our real estate to produce long-term growth.”
Kohl’s is modernizing its stores to provide customers with features that provide convenient service, discovery opportunities and an inviting overall experience. By offering services such as in-store pickup, drive-up, self-service pickup and Amazon returns, Kohl’s delivers the convenience customers expect from a retailer, and beyond.
Kohl’s is committed to its commercial footprint and is evolving its approach to real estate. Over the next three years, it will increase its investments in store strategies that will improve the in-store experience for customers and associates, and over the next four years, approximately 100 smaller-format stores will open in untapped markets. by the physical presence of Kohl.
By 2023, Sephora at Kohl’s will be introduced in 850 locations, reflecting a new and more modern Kohl’s. This modern Kohl’s includes Sephora’s dominant position at the front of the store with expanded categories in the surrounding areas such as active new brands, as well as casual and exciting new brands like Draper James RSVP.
Additionally, Kohl’s is introducing dedicated Discovery Zones that will inspire cross-category product and brand curations, including diverse and women-owned businesses, to meet the needs of customers seeking novelty and inspiration. While Kohl’s is known for its iconic national brands and differentiated private brands, this initiative allows the company to leverage its leading omnichannel platform and invest in these emerging brands to select destinations to discover in its stores. Since launching Kohl’s Emerging Brands program in 2019, the company has introduced more than 70 new brands to customers. By transforming the flow of the store, Kohl’s creates a sense of discovery every time a customer walks in.
Kohl’s continued investments in technology across its physical footprint continue to deliver future in-store experiences that benefit the customer. The company is rolling out self-service online purchase, in-store pickup, and by the end of the year; it will be available in all stores. Kohl’s is also continuing to test self-service returns, currently at more than 100 stores, with more planned over the next 18 months. The self-return experience is unique to Kohl’s, offering a simple in-store drop-off process. Additionally, self-service checkout is being tested and will provide a new kind of checkout experience for customers.
Kohl’s integration of store and digital technology enables the company to support enhanced discovery and ease of purchase with new features being released continuously. Stores also play a critical role in omni order fulfillment, with approximately 40% of Kohl’s digital orders currently being fulfilled by stores. The integration helps Kohl’s convert more customers into omnichannel customers, and those who buy from Kohl’s across all channels are at least four times more productive than in-store or digital-only shoppers. The strength of store and digital integration allows Kohl’s to deliver a world-class omnichannel experience.
Fibre2Fashion (RR) News Desk