Kohl’s seamlessly engages customers with enhanced app

Menomonee Falls, Wis. – Kohl’s “Greatness” Agenda is not named lightly. The enterprise-spanning strategy is designed to make the company America’s most engaging retailer by providing a convenient customer experience across all channels. Considering the ever-growing importance of the mobile channel as an omnichannel engagement tool, it is not surprising that Kohl’s is focusing on its mobile app as a key enabler of greatness.



“We approached the design of the new Kohl’s app with a family-first focus, with an emphasis on engaging customers where they are, not necessarily where we are, and providing a simple, easy buying experience for families,” explained Krista Berry, executive VP and chief digital officer of Kohl’s.



With mobile traffic now representing more than 50% of all digital traffic at Kohl’s, ensuring a smooth and seamless mobile experience for customers is more important than ever. A big part of the chain’s mobile efforts encompasses the seamless aspect of the mobile customer experience.



“We know many families are starting their shopping experience with Kohl’s on their mobile devices,” stated Berry. “We need to ensure we provide customers with a seamless experience that allows them mobile access to the same amazing product and incredible savings they know and love from Kohl’s.”



Initially rolled out in 2011 but re-launched in November 2014 as part of the new agenda, the enhanced app is built on three pillars:” Kohl’s Yes2You Rewards Program, simplified savings and convenient, connected experiences. This investment has resulted in increased conversion rates across all channels.



“We have a world-class savings wallet within the Kohl’s app that offers customers an easy shopping experience by allowing them to see their savings stack up in real time,” explained Berry. “The completely new design allows customers to browse and shop by category, easily manage and redeem their Yes2You Rewards points, and conveniently scan their Kohl’s Cash and savings offers to their mobile wallet to be used in-store at checkout.”



Since re-launching the Kohl’s app, the retailer has had 7 million app downloads, roughly half of which are customers who are not credit customers, and is adding more users every day.



“We have continued our investment in improving our platform, both in mobile and tablet, and continue to develop our Kohl’s wallet allowing for easy storage of Kohl’s promotions, Yes2You Rewards and Kohl’s Cash,” said Berry.



During the past three years, Kohl’s has invested $1 billion in IT technology supporting its new strategy. Kohl’s plans to continue to invest another $1 billion in technology in the next several years to drive innovation and digital transformation. This summer, Kohl’s plans to launch an omnichannel shopping bag.



“This will offer customers the opportunity to save desired items in one virtual bag that they can access across any device, whether it’s mobile, tablet or desktop,” Berry said. “Additionally, we are looking forward to rolling out buy online, pick up in-store functionality, a service that we recently rolled out nationwide, to our mobile app this fall.”