Kohl's CEO on Amazon Partnership and Tech Investments

Kohl's CEO Michelle Gass discusses the company's pilot program with Amazon, allowing customers to return Amazon products at Kohl's stores. The program aims to increase store traffic and diversify the customer base, particularly among millennials. Kohl's is investing heavily in technology to enhance both digital and in-store experiences, with a focus on mobile and personalization. The company sees digital sales as a growth engine and is implementing strategies like buy online, pick up in store. For the holiday season, Kohl's is increasing its digital marketing spend, utilizing social media and partnerships to attract customers.

What is the primary benefit for customers returning Amazon products at Kohl's stores?

• They receive a discount on future purchases.

• They can return items without packaging or shipping them.

• They earn loyalty points for each return.

• They get a free gift with each return.

How is Kohl's using technology to enhance the customer experience?

• By developing a new mobile app for shopping.

• By offering free Wi-Fi in all stores.

• By implementing self-checkout systems in select stores.

• By providing virtual reality shopping experiences.

What is a key focus of Kohl's marketing strategy?

• Expanding into international markets.

• Personalizing marketing efforts for different customer segments.

• Offering the lowest prices in the market.

• Increasing the number of physical stores.

What is Kohl's approach to balancing in-store and digital sales?

• Focusing solely on increasing digital sales.

• Prioritizing in-store sales over digital channels.

• Encouraging customer engagement with both channels.

• Eliminating physical stores to go fully digital.

How is Kohl's planning to attract customers during the holiday season?

• By offering exclusive in-store events.

• By increasing digital marketing spend and partnerships.

• By launching a new line of holiday-themed products.

• By reducing prices across all product categories.