Kohl’s CMO Greg Revelle Reveals the Future of Loyalty: Kohl’s Rewards

Kohl’s Chief Marketing Officer Greg Revelle shares his perspective on the evolution of loyalty and how Kohl’s plans to deliver more of what customers want. Read more about the Kohl’s Rewards pilot below from Greg Revelle. To learn more about the Kohl’s Rewards pilot, visit www.Kohls.com/KohlsRewards    

Kohl’s is synonymous with value. For decades, we have delivered incredible value on the products and brands that our customers love, compelling millions to visit us in-store and online every year.

As part of our foundation in value, we’ve also offered best-in-class loyalty programs that keep our customers coming back for more. First, we gave customers more value with Kohl’s Charge, our enormously successful private label charge card program. Today, Kohl’s Charge accounts for nearly 60% of our sales. Next, we gave customers more value with Kohl’s Cash, the iconic customer-favorite that is often copied, but never duplicated. Millions of customers redeem Kohl’s Cash each year, and usage continues to grow. Most recently, we offered customers even more value with Yes2You Rewards, our payment-agnostic, points-based loyalty program that now has 30 million active members. As we’ve built these programs, our customers have responded by increasing their loyalty to Kohl’s.

Why change a good thing? We listened to our customers, who gave us a challenge: they asked for more savings, made easier. With this input, we set out to evolve our loyalty platform to make it simpler, more convenient, and bring greater value. We developed our next evolution loyalty program – enter Kohl’s Rewards.

Kohl’s Rewards unifies our three best-in-class loyalty programs – Kohl’s Charge, Kohl’s Cash and Yes2You Rewards – into one platform based on the power of Kohl’s Cash. We believe Kohl’s Rewards will become the new standard in loyalty – simple, compelling, and rooted in value customers will find only at Kohl’s. It’s designed to give every customer an opportunity to win.

How will our customers win? Our Kohl's Charge customers will now earn 10% Kohl's Cash on every purchase, every time they use their Kohl's Charge. Customers without the Kohl's Charge will earn 5% Kohl’s Cash on every purchase, every day, regardless of how they pay. That's on top of our sales events that offer $10 of Kohl’s Cash for every $50 spent - which means members will get more Kohl's Cash, more often than ever before.

We also heard customers hate when they don’t redeem their Kohl’s Cash. We want to provide every opportunity to use it. We will automatically keep track of customers’ Kohl’s Cash in the Kohl’s app and will remind them at the register of their Kohl’s Cash balance to ensure they never miss an opportunity to redeem what they’ve earned.

We also broadened the appeal of the program by opening up our 15%, 20% and 30% off sale events - traditionally reserved for Kohl’s Charge cardholders - to all Kohl’s Rewards members, regardless of how they pay. And our most loyal customers, Kohl’s Charge holders who spend more than $600 with us in a calendar year, will now receive free shipping from Kohls.com all year long and early access to Black Friday with the new elite-level membership.

Kohl’s Rewards is coming to eight markets – approximately Kohl’s 100 stores – the week of May 21st. During the pilot, we will test, learn, and identify what resonates most with our customers and our Kohl’s associates. We will continue to fine tune the experience to deliver the most compelling program to all of our customers when we roll out the program nationwide in 2019.

This evolution of loyalty at Kohl’s is easier to join, easier to track and easier to use. It provides more savings to all customers.

Our customers are going to love Kohl’s Rewards.

Greg Revelle
Kohl’s senior executive vice president, chief marketing officer

Greg Revelle, Kohl’s senior executive vice president, chief marketing officer

Kohl’s Rewards to begin piloting in eight markets the week of May 21, 2018