Creating Engaging Digital Experiences This Holiday
The holiday season is here and the Operation Give Joy series provides a closer look at how Kohl’s operations efforts are delivering an easy, convenient shopping experience to customers.
As part of the series, we sat down with Cherise Ordlock, Kohl’s senior vice president, digital and omnichannel, to learn more about Kohl’s digital experience this holiday.
How long has your team been preparing for this holiday season?
Our teams work all year long to prepare for the multitude of online orders we receive during the holidays. Our customers expect an easy experience regardless of how they choose to shop Kohl’s — including Kohls.com and our mobile app. This year, we’ve made enhancements to our digital platforms to increase findability, create a more personalized experience, and help our customers maximize their savings.
We know Kohl’s shoppers value finding what they need quickly and easily, whether it’s in a Kohl’s store, via Kohls.com or the Kohl’s Mobile App. What is Kohl’s doing to help customers save time this season?
We’ve made several enhancements to Kohls.com and Kohl’s Mobile App to make customers holiday shopping journey easier and save them time.
First, Kohl’s is helping our customers understand the price they’ll pay using Your Price, a feature that simplifies pricing on Kohls.com. Your Price shows the customer what their personal price will be and how much they’ll save based on what Kohl’s offers they have in their digital wallet. For example, if you have a 15% off coupon, Your Price will show you what you’ll pay for your item after taking 15% off.
Second, we’ve made it easier for customers to pick their purchase up in their local store for free instead of having their order shipped to them. We've expanded the amount of items that are available for this program by making more items in the local store eligible and also introducing a new program called buy online, ship to store that allows web exclusive items to be shipped to the store for the customer to pick up. We also have continued to enhance our Smart Cart functionality which incentivizes customers in real time to pick up their orders in the store saving them shipping costs and driving traffic into our stores.
Finally, when customers browse Kohls.com, the personalized search bar serves up tailored search results based on their prior preferences and site engagement to offer a more customized search experience.
We know that mobile continues to be a priority for Kohl’s. What features can customers take advantage of on Kohl’s Mobile App this holiday season?
Approximately five million customers are actively engaging with the Kohl’s Mobile App on a monthly basis and we are really excited about the total reach with more than 25 million customer downloads. The mobile app is truly a customer’s shopping ally this holiday season for shopping right up until Christmas Eve.
Kohl’s Mobile App is our customers’ hub for all products, sales offers and payment including the digital wallet, Kohl’s Pay and the ability for customers to shop their local stores — all from their mobile device. The digital wallet is at the center of the Kohl’s Mobile App, storing promotional offers, Kohl’s Cash and Yes2You Rewards points all in one place. The digital wallet helps customers say goodbye to paper coupons and hello to all of the great deals Kohl’s offers this holiday season with the tap of a finger. Additionally, Kohl’s Pay allows customers to apply their coupons and offers and pay with their Kohl’s Charge using their phone when checking out. Lastly, the Shop My Store feature lets customers check which items are available at their local store, as well as which items can be picked up or shipped to their local store for free.
Why does providing an easy, convenient digital experience to customers matter to Kohl’s?
Kohls.com and the Kohl’s Mobile App enable our customers to shop when and how they want this holiday season so they can easily finish their shopping and spend more quality moments with family and friends. Kohl’s has continued to invest in Kohls.com and Kohl’s App features to drive greater engagement with our customers, including Your Price, personalized search, Smart Cart, and the recent launch of buy online, ship to store. With the investments we’ve made, we believe digital will continue to drive key growth throughout the holiday season and beyond.
