Kohl’s launches digital registry for Babies“R”Us shoppers
The shop-in-shop partnership between Kohl’s Inc. and Babies"R"Us is taking an omnichannel turn.
Kohl’s, which announced its partnership with Babies"R"Us owner WHP Global in March 2024 and plans to open a total of 200 Babies"R"Us shops in its stores, is introducing the Babies“R”Us at Kohl's Baby Registry.
[READ MORE: Kohl’s starts rollout of Babies"R"Us shops to 200 stores]
Available on the Kohls e-commerce site and app, the registry enables shoppers to build a customized gift list featuring items from the curated Babies“R”Us shops assortment of approximately 2,000 items across categories such as baby gear, furniture, activity, bath, safety and accessories; as well as products from the broader Kohl’s assortment.
The selection, which includes well-known brands such as Baby Bjorn, Burt’s Bees, Aveeno, Graco and Fisher-Price, is designed to complement Kohl’s existing assortment of baby apparel, which is located directly adjacent to the Babies“R”Us in-store locations.
When opening an account on the baby registry, expecting parents can confirm where gifts should be shipped, track the baby's expected arrival date, craft a welcome message for loved ones, and start selecting products.
Within the registry experience, customers will receive product suggestions and can sort searches by category and price point. Registry creators can also view product checklists on Kohls.com for suggestions on baby items.
Products purchased through the registry can be shipped to the baby registry’s creator or a chosen home address or picked up in-store. Shoppers can also purchase items in-store and have items checked off a baby registry when they present a unique QR code at checkout.
Registry creators can earn a 15% off discount to purchase any final qualifying baby items needed from Kohl's. Registry shoppers can earn and redeem Kohl’s Cash coupons during designated periods, and members of the Kohl’s Rewards loyalty program can earn points daily on baby registry purchases.
In addition, expecting parents who create a baby registry at Kohl’s during fall 2024 are eligible to receive a welcome gift box.
Kohl’s builds on Sephora success
Kohl’s in-store partnership with Babies”R” Us comes as the retailer has had success with its Sephora in-store partnership. As of the end of 2023, the Sephora at Kohl’s fleet had reached more than 900 stores.
The shops feature a curated assortment of top beauty products in makeup, skin and hair, and are located at the front of the store. According to Kohl's, the assortment is resonating with existing customers as well as bringing in new customers that are shopping more frequently as well.
Based in Menomonee Falls, Wis., Kohl's operates more than 1,100 stores in 49 states.
