The drive to transform into an omnichannel retailer is not a one-and-done operation. Instead, as the experience of Kohl’s shows, it requires multiple steps, each designed to enhance the retail experience for consumers across a variety of channels.

To start, Kohl’s chose to expand the ways its customers could obtain their purchases. It first added a ship-from-store option, then tested an in-store pick up service that it has since expanded throughout the chain. These cross-channel capabilities have become almost a necessity, because many of its competitors offer similar services.

In addition, Kohl’s has vastly improved its registry services for shoppers planning a wedding or a baby shower. Whereas previously, the retailer admitted that its registry system was slow, the current system links to an app, allows shoppers to scan items either online or in stores, and provides updates across channels in real time.

Its plans do not stop there. Kohl’s currently is experimenting with beacon technology, to enhance its mobile communications with shoppers in stores, as well as with personalized landing pages on its website. Whereas currently, all visitors to kohls.com see the same homepage, the retailer hopes to be able to personalize these views soon.

Finally, Kohl’s future plans include expanding its product offerings by leveraging its omnichannel status. For example, in response to consumer requests, the retailer hopes to be able to make items that are not available in stores but that appeal to its shoppers accessible through mobile channels or websites.

Discussion Question:

How is Kohl’s becoming an omnichannel retailer?

 

Source: Mike Troy, Retailing Today, January 26, 2015