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Kohl’s unwraps new strategy this holiday season


With the holiday shopping season underway and many retailers bracing for stiff competition, Kohl’s plans on keeping its doors open for more than 100 hours, from 6 a.m. Friday, Dec. 20 through 6 p.m. Christmas Eve, Tuesday, Dec. 24.

Although the strategy is familiar to retailers such as Toys “R” Us, it is a first for Kohl’s. The move comes following a comparable-store sales increase of 0.9% for the second-quarter which fell short of Wall Street estimates.

“The holiday season is an eventful time for families, and Kohl’s is making it easy for shoppers to wrap up their last-minute gift giving with 24-hour access to Kohl’s stores right up to Christmas Eve,” said Michelle Gass, Kohl’s chief customer officer. “Not only does Kohl’s have the hottest gifts at incredible prices, now shoppers will also have the added benefit of being able to check off their lists, day or night, whenever it is most convenient for them.”

In addition to extended store hours, Kohl’s is also touting a variety of incentives to drive traffic into its brick-and-mortar stores. Among these are the retailer’s hassle-free return policy, gift cards and e-gift cards and free gift boxes.

The retailer also has Kohl’s Kiosks located in all its stores so customers can choose from an expanded assortment of styles, sizes, colors and merchandise that may not be available in stores. The kiosks not only bring traffic into the retailer’s physical stores but also to its e-commerce site. As an added incentive, Kohl’s offers free standard shipping in the U.S. on items ordered from in-store kiosks.

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