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Report: Kohl’s takes visionary e-commerce approach


Menomonee Falls, Wis. – Kohl’s took what could be called a visionary approach to promoting and selling goods from its new Lauren Conrad designer collection online.

According to Advertising Age, Kohl’s livestreamed the debut of Conrad’s latest collection at New York Fashion Week on the Periscope social media site.

Items from the collection were then available for purchase on the Kohl’s e-commerce site. An interactive video allowed customers to click on specific items and link to them on the site for purchase. In addition, Periscope users could also interactively mix and match items from the collection.

"We're so excited to be able to offer our customers, as well as people who may have never seen Kohl's products before the opportunity to experience a runway show," Bevin Bailis, senior VP of communications and public relations at Kohl’s, was quoted as saying. "We're able to use our advantage in the digital space to reach a much broader audience."

Desktop, smartphone and tablet conversion rates all increased by significant percentages: Smartphone conversion rates increased nearly 7% and tablet conversion rates increased 12%. Desktop conversion rates, meanwhile, increased 7%.

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