Kohl's 2001 Annual Report Download - page 10

( co ntinue d)
Our stores are easily accessible, with ample, well-lit
parking. Customers navigate our wide aisles and easy-
to-follow store layout with customized shopping carts.
A broad selection of merchandise in a
wide array of colors, sizes and styles is
always available. Centralized checkouts
facilitate purchasing from multiple
departments and make it easy to purchase
Kohl’s gift cards and open charge accounts.
Our friendly and knowledgeable Associates are always
available to assist customers and administer our no-hassle
return policy. And, as a special convenience for future
brides, we created Today’s Registry.
Taking our commitment to convenience even further,
we added on-line shopping to our existing Web site,
www.kohls.com, in 2001. The Web site offers popular
key items and best selling family apparel and home
merchandise, at the same price as in-store. For added
convenience, items purchased on-line can be easily
returned or exchanged at any one of our store locations.
More Value
Kohl’s emphasis on value-priced brand-name merchandise
is visible throughout our stores.
Our Get It! program is a powerful merchandising strategy
that was successfully expanded in 2001. Get It! items are
everyday essentials, from knit tops and denim to cotton
towels, home electrics and intimate apparel. They’re available
in a deep selection of colors and sizes, always in stock.
Our table & tower displays have steadily increased sales
of gift and seasonal merchandise. The eye-catching
arrangements create excitement in the stores and drive
sales of last-minute and impulse purchases.
Kohl’s credit card program also provides value
and rewards loyalty. Credit card customers
receive special discounts on sale-priced
merchandise 10 times per year. Loyal customers
who achieve “Most Valued Customer”
(MVC) status receive even more benefits.
We stress value through promotions that are advertised
in full-color newspaper inserts, with many events also
featured in radio and television spots. In 2001, we
added national cable television to our marketing mix to
expand our reach across the U.S.
Our focus on brands, value and convenience has
proven to be a successful strategy that has captured the
loyalty of customers in all of our markets. We are
confident that it will continue to be successful in every
new market we enter as we expand from coast to coast.
Ge t It! displays are highly
visible in the sto re and
a primary fo cus of o ur
advertising and promo tio n.
Ko hl’s table & to wer displays offer a broad
range o f gift and seaso nal merchandise.
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