Kohl's to partner with e-commerce giant on in-store shops

Yet another traditional retailer is partnering with Amazon, as the online behemoth continues to expand its presence in brick-and- mortar stores.



Kohl's plans to add an Amazon "smart home experience' in-store shop, or "zone," in 10 select Kohl’s locations across the Los Angeles and Chicago areas starting in October. The spaces will allow shoppers to try out and purchase Amazon devices, accessories and smart home devices and services directly from the online retailer.



"We are thrilled to offer a unique new way for customers to try out our lineup of Alexa-enabled Amazon devices, learn more about our smart home services from Amazon experts and then buy those items directly from Amazon — all within Kohl’s stores,” said Dave Zimmer, VP, sales and marketing, Amazon Devices. “Teaming up with Kohl’s provides an incredible opportunity to pair world-class customer and shopping experiences.”



The 1,000-sq.ft. smart home space in Kohl's will provide a hands-on experience where customers can interact with a variety of Amazon devices, including Amazon Echo, Echo Dot, Amazon Fire TV, and Fire tablets. The experience will showcase how smart home products – many powered by Alexa – can modernize and simplify home management, entertainment, security and more. It will be staffed by Amazon sales associates.



Customers will be able schedule an Amazon expert to come to their home, evaluate their needs and install smart home products. The in-store zones will also promote Amazon Home Services, which offers access to vetted local services professionals to help with everything around the house from cleaning to plumbing.



"We believe in the power of our store portfolio and know that our future as a best-in-class omnichannel retailer will be driven by how inventive, compelling and unique we can make our store experience,” said Michelle Gass, Kohl’s chief merchandising and customer officer. “Kohl’s and Amazon share a customer obsession and we’ve joined together to leverage each other’s strengths and deliver a great experience customers can only find at Kohl’s.”



Amazon's partnership with Kohl's comes several months after Sears announced it would sell its Kenmore brand appliances on Amazon.com.