Kohl's 2006 Annual Report Download - page 15

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GROWTH through Differentiation
Lifestyle 13
Growth through differentiation means
enabling our customer to fi nd everything she
wants for her home, her family and herself –
in a single shopping trip. We’ve captured
market share by expanding our merchandise
assortment to reach a broader group of
customers. While classic American families
continue to be our primary customer, we are
adding brands and merchandise targeted to
various lifestyles.
Lifestyle Merchandising
To appeal to this expanded customer base,
we’ve reorganized departments to refl ect
different customer lifestyles: classic, updated
and contemporary. Whether she is a busy
mom with young children, a recent college
graduate on her way up the career ladder or
an empty nester, we have the look she wants,
in the sizes and colors she needs.
Our goal is to deliver a consistent experience
for every customer, in every store, every
time. We made shopping our stores more
exciting than ever by adding inspiring
strikepoints and large graphic displays.
These new visuals showcase different lifestyle
brands and provide wardrobe suggestions,
complete with accessories such as jewelry,
shoes and handbags. Lifestyle merchandising
also includes specialty departments for our
important special-size customers.
With the addition of fi ne fragrances,
we have all the elements in place
to launch the “Kohl’s Beauty Dept.,”
creating awareness for the total beauty
category – cosmetics, skincare, bath &
body and fragrance.
Exceptional Customer Service
Of course, it is our Associates who make
the shopping experience truly exceptional.
We value and appreciate all of the Associates
behind our recognition for Top 10
achievement in customer service for 2006
by the National Retail Federation and
American Express Research.