Kohl’s Cash Drives In-Store Sales

March 18, 2014 | Retail
By E. Taylor Woodbury

Kohl’s Cash Drives In-Store Sales

Retail
By E. Taylor Woodbury
Kohl’s Cash Drives In-Store Sales

Kohl’s is doing it right when it comes to using their website to drive in-store sales. More retailers should focus on adopting similar e-commerce strategies.

My brother-in-law and I went golfing this past weekend and we were paired with a couple that both worked developing online sales strategies for a large department store chain. Lucky for me, they were both excited that I was intensely interested in what they did and what they were working on. It was fascinating to hear the strategies and data-mining this department store was employing to drive their website sales, but I was somewhat shocked at the lack of focus that was being placed on strategies that promoted both online and in-store sales.

After 7 holes of chatting with this couple between shots, I finally asked what they thought about Kohl’s website and specifically about Kohl’s Cash. I was surprised to find that they weren’t familiar with it.

"The result is customers buy merchandise and
then a week or so later
buy more merchandise."

Kohl’s will give you $10 Kohl’s cash for every $50 you spend online or in-store. Kohl’s Cash can be used online or in-store during a pre-defined redemption window (if you wait too long, it expires). The result is customers buy merchandise and then a week or so later buy more merchandise.

It is my suspicion that most Kohl’s Cash gets used in-store. I don’t have hard facts to back that up, but I think it’s the logical result. If you buy online, you’ve just waited a week or so for your merchandise. The window arrives for you to use your Kohl’s cash and you are either (1) anxious to accessorize or add to the new clothes you purchased; (2) too impatient to go through another week long wait for more clothes; or (3) returning some online purchases and using your Kohl’s cash on the same trip.