Kohl's 2003 Annual Report Download - page 7

Value
Value is about saving our customers both time and money. We offer
great prices in a setting that is quick and easy to shop, recognizing that
today’s mom is a very busy person. Kohl’s value is also about quality,
updated assortments and a broad selection of colors and sizes all in stock.
Value means recognizing and rewarding our most loyal customers
with special offers available only to them. Kohl’s credit card program
is a loyalty program that provides credit card customers with special
discounts on sale-priced merchandise at selected times throughout
the year. Customers with Most Valued Customer (MVC) status
receive even more benefits. The number of MVC customers continues
to increase, an indicator of the strength of our customer base.
Convenience
Like value, convenience is a combination of many factors and is more
important than ever to our busy customer as she juggles home, work and
family. Our stores are located close to where our customers live and work,
with easy access and ample parking. Wide aisles, an efficient layout, effective
merchandise presentation, specially designed stroller carts and fast check-
out make it easy for our customers to make their purchases and get
home to their families. Extended store hours and hassle-free returns
further enhance the shopping experience and provide added convenience.
Our coast-to-coast expansion provides new opportunities to build
customer awareness and communicate the many benefits of the
Kohl’s concept of brands, value and convenience. We added national
broadcast and national magazine advertising to our marketing program
in 2003, increasing our visibility among consumers across the country.
Newspaper inserts, direct mail, radio and television continue to be
primary drivers. Our marketing strategies are always evolving as
we seek new and creative ways to reach our customers.
5
World-Class Beauty
Coming to Kohl’s
Adding powerful momentum to our
ongoing effort to meet our customers’
needs is the addition of a new
beauty department with exclusive
color and skin care products
developed for Kohl’s by The Estée
Lauder Companies
Inc. We will
create a new
department within
our stores that features a distinctive
look and attractive open-sell product
displays, along with personal
assistance available from trained
Associates. This exciting alliance
introduces a new category to our
stores and provides added value
and convenience for customers
who want to add beauty items
to their Kohl’s shopping cart.
We will launch the new brands in
approximately 280 stores in fall 2004.
The rollout will continue throughout
2005, with completion in the fall.