Kohl’s steps up its loyalty game

Kohl’s is reinventing its loyalty strategy by taking the best elements of its three rewards programs and rolling them into one.

The department store retailer is launching Kohl’s Rewards, a new loyalty program that combines elements of its credit card, sales events and Yes2You Rewards points-based loyalty program. Instead of earning points, all members will now earn the company’s signature Kohl’s Cash for all purchases.

Here’s how it works: Kohl's credit card customers will earn 10% Kohl's Cash on every purchase they make with their charge card. Customers that aren’t Kohl's Charge card holders will earn 5% Kohl’s Cash on every purchase, regardless of how they pay. These rewards are on top of the company’s sales events that offer $10 of Kohl’s Cash for every $50 spent. Kohl’s Cash is earned in $5 increments.

Kohl’s tracks all earned Kohl’s Cash in store, online and through the Kohl’s app, a move that will remind members of their balance while making a purchase, according to a company blog.

Kohl’s is also opening up its 15%-, 20%- and 30%-off sale events previously reserved for Kohl’s credit card holders to all Kohl’s Rewards members. However, Kohl’s Charge holders who spend more than $600 with the retailer in a calendar year earn an “elite-level” membership, which entitles them to free online shipping, as well as early access to Black Friday sales.

Kohl’s will test its new loyalty program in approximately 100 stores across eight markets the week of May 21st. The program will be rolled out nationwide in 2019. All Yes2You Rewards points will convert to Kohl’s Cash automatically, and existing cardholders and loyalty members will be enrolled in Kohl’s Rewards, according to the company.

"This evolution of loyalty at Kohl’s is easier to join, easier to track and easier to use. It provides more savings to all customers,” Kohl’s chief marketing officer Greg Revelle said in the blog.