Was the Coronavirus the final nail in the coffin for brick and mortar retailers? Kohl’s begs to differ.
The retail chain turned to digital assets, including free Amazon drop-offs, online orders, and curbside pickup, to help elevate its brand and is now reaping the rewards. Most recently, Kohl’s shares jumped 7.1%. in New York and the brand bounced three spots up in Gartner’s Digital IQ Index: Department Stores. During the holidays, Kohl’s shoppers gravitated towards items that have proven popular throughout the pandemic, including active and home products. The store’s beauty unit, which will expand and be further highlighted in the fall with the opening of Sephora shop-in-shops, also boasted strong performance during the fourth quarter.
True to its new spot in the ranking, Kohl’s excels in omnichannel functionality on site and owned communication channels like email. An early adopter of Drive Up pickup, Kohl’s promotes functionalities across site touchpoints and in emails, decisively shifting focus of e-commerce strategies while COVID-19 emerged. The chain also offers leading discount functionality on product pages, making access to affordable items easy for customers—a must during the pandemic as people looked to pinch pennies wherever they could.
It’s not all dark for department stores. Kohl’s is proof of how enhancing your best assets can bring your brand back to life and become a true resource for consumers.