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Kohl’s kicks up omnichannel efforts; piloting same-day delivery


Kohl’s has been busy on the omnichannel front during 2015, and the retailer is now taking its efforts into high gear.

On Tuesday, the retailer announced several new omnichannel shopping tools, and said it will also pilot same-day delivery in select markets.

A new opt-in store mode for Kohl’s mobile app will provide a more personalized experience by letting customers search store inventory and find in-store promotions that can be applied to their purchase. Beginning this fall, Kohl’s will roll out Apple Pay, as well as the ability to use Apple Pay within the Kohl’s app and add the Kohl’s charge card as a form of payment within Apple Pay.

Further extending digital payment options, Kohl’s will also make Visa Checkout available on its e-commerce site and mobile devices. Also new this fall, the Kohl’s mobile app will feature enhancements to its mobile wallet, including the option to scan and save Kohl’s gift cards and direct delivery of promotional codes.

Kohl’s is also introducing features designed to offer a seamless shopping experience across all channels. The retailer has bridged its digital shopping carts into one virtual shopping bag that can be accessed via smartphone, tablet or desktop. When shopping across devices, customers’ shopping bags will be automatically updated when they log into their Kohl’s account.

Beginning in late September, customers will be able use their smartphone or tablet to opt to buy items online and pick them up in a Kohl’s store that is convenient to them. The option to buy online and pick up in Kohl’s stores nationwide was previously available on desktop and laptop as part of a nationwide rollout earlier this spring.

Furthermore, Kohl’s will launch a redesigned mobile site with improved search and checkout experience. The Kohl’s tablet app will also have an improved look and increased functionality including integration of the Yes2You Rewards loyalty program and access to Kohl’s mobile wallet. Product detail pages and collection pages will also have a new look.

In addition, Kohl’s is currently testing same-day delivery for online purchases in select markets. Customers in participating stores in the pilot areas can place orders on, or via their smartphone or tablet, select the same-day delivery option and the item will be delivered later that day.

“Kohl’s is committed to providing our customers with an easy, convenient shopping experience in a way that is personalized and engaging – no matter how each customer prefers to shop,” said Kevin Mansell, Kohl’s chairman, CEO and president. “Our digital teams are continually testing new ideas and capabilities to create a world-class omnichannel experience that is seamless across devices. With each evolution, we aim to elevate our offerings for an easy, inspiring shopping experience.”

Kohl’s has been increasingly focused on omnichannel retailing in the past year, beyond introducing initial buy online pickup in store functionality in May. Earlier this month, Kohl’s announced a slew of special omnichannel holiday shopping features. Kohl’s also was among the first retailers to offer an Apple Watch app in April. In January, the retailer unveiled its “Greatness Agenda,” a broad effort to maximize omnichannel customer engagement that is based on an Oracle Retail platform.

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