Kohl's 2007 Annual Report Download - page 13

Going into a store she loves makes her
happy. She feels connected. She feels
special. She knows she belongs here.
She fi nds what she
wants for herself
and for her family.
Our customer’s needs are always evolving, and we’re
evolving with her. Through our commitment to continuous
innovation, we are finding meaningful new ways to
elevate the Kohl’s experience and reinforce that we
are the store for her.
In 2007, our juniors’ department was redesigned with
new fl ooring, a fun lounge area and new brand graphics.
A variety of new merchandising displays help her scope
out trends of the season and create a head-to-toe look.
Handbags and fashion accessories are merchandised
on low-to-high fixtures, allowing the customer to focus
on the product.
We gave our jewelry department a fresh, new look
with higher, rim-lit ceilings and upscale lighting fi xtures
that showcase our products and create a pleasing
atmosphere. New glass displays with enhanced lighting
increase visual impact of the merchandise, and newly
designed displays now offer a hands-on experience.
It’s one more way she discovers solutions at Kohl’s,
making every visit more rewarding.
We streamlined her shopping experience with new
technology that improves checkout speed. At the same
time, we instituted an innovative process for expediting
returns, making her life easier in ways she appreciates.
As we move forward, innovation is the key to providing
a continually improved shopping experience that she’s
looking for. So now, more than ever, she can expect
great things at Kohl’s.
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