Kohl's 2000 Annual Report Download - page 14

Kohl’s Corporation 11
A Pleasant Shopping
Experience
Our market research and customer feedback
confirms what we’ve always known: customers
love the convenience of Kohl’s. That’s why
we’re continually looking at new ways to make
the Kohl’s shopping experience even better.
Why Customers Shop Kohl’s
At Kohl’s, convenience begins before the
customer enters the store, with a neighborhood
location close to home. Ample, well-lit parking and
an easily accessible entry make customers feel
welcome. Inside the store, carts that double as
strollers make it easy to select a variety of quality
brand-name merchandise from different departments.
Key Items
Drive Traffic
Merchandising is an important aspect of
convenience at Kohl’s. Customers count
on us to always have an ample selection
of key items such as shirts, denim and
khakis. Traffic for these key items, which
comprise about 10 percent of our
merchandise selection, is driven by our
newspaper inserts and other advertising.
Targeted for shoppers in a hurry, the key
items are prominently displayed with
attention-getting signage.
more convenience
Wide aisles and a functional store layout help
customers to quickly locate the departments and
merchandise they’re looking for. Friendly, helpful Associates and clean,
accessible fitting rooms further enhance the shopping experience.
Fast, centralized check-out gets customers on their way, and when a size
or color isn’t right, our no hassle return policy ensures a smooth
exchange or refund.
Customers frequently plan their shopping trip around ideas found in our
newspaper inserts. The inserts, along with our television and radio advertising,
provide an exciting overview of our featured merchandise and special
promotions. With all advertising centered around our “That’s more
like it” positioning, customers know Kohl’s is a unique experience.
E-Commerce Adds Convenience
In 2001, Kohl’s will introduce on-line shopping on our existing Web site:
www.kohls.com. Designed as an added service for customers who prefer to
shop from their homes, the Web site will offer popular key items and best-
selling family apparel and home merchandise. The site is designed to provide
an easy-to-navigate on-line shopping environment that complements the
company’s in-store focus on convenience. An added benefit for Kohl’s on-line
shoppers is the ability to easily return or exchange items at any Kohl’s store.
The site will be fully integrated into other marketing activities, including
our weekly newspaper inserts and advertising. Staffing will be similar to
a new market entry, blending outside people who have e-commerce expertise
with Kohl’s Associates who understand our philosophy and culture.
Key items are prominently displayed
for easy shopping.