For a chain retailer with 1,100 stores in 49 states, Kohl’s Corp. is going digital this holiday shopping season.
Kohl’s, No. 23 in the Digital Commerce 360 Top 1000, is planning a series of livestream and related digital events to drive online and in-store holiday shopping.
But whether a more interactive holiday marketing strategy will help to revive sagging sales remains to be seen.
For its fiscal third quarter ended Oct. 28, Kohl’s reported sales of $3.84 billion, a decrease of 5.2% from sales of $4.05 billion in the prior year. Third quarter net income was $59 million versus $97 million in the prior year. Comparable store sales declined 5.5%.
“Our strategies to reposition Kohl’s for improved sales and earnings performance remain in the early stages,” says CEO Tom Kingsbury.
Kohl’s strategies for driving sales
In recent months, Kohl’s has been leveraging its customer loyalty program to drive in-store and ecommerce sales. And this holiday shopping season, Kohl’s is planning on an expanded digital and interactive shopping experience to drive revenue, the retailer says.
For example, Kohl’s has launched Kohl’s Storybook Magic, an online shareable content and gifting inspiration platform. When using the platform, customers will be able to input details about themselves or their gift recipient, such as their favorite hobbies and interests. From there, a gift generator will use AI technology to provide a customized story catered to the recipients’ personality.
AR Lenses are another initiative this holiday season. They emulate AI experiences in providing Kohl’s gift recommendations and influencer storefronts, which are personalized pages on Kohls.com where shoppers can share holiday gifts found at Kohl’s. Each page will be completely unique to the creator, featuring social content on their feeds that include Kohl’s items and a customized assortment that the creator can update in real time with their favorite items.
“We continue to bring in new customers, and we have an opportunity to convert those customers into our loyalty program and get them to shop,” chief financial officer Jill Timm told analysts on a recent earnings call. “We are seeing those customers shop two times more often than our existing customer.”
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