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Kohl’s builds omnichannel prowess with updated app, click-and-collect

Kohl’s is ramping up its mobile strategy for the holidays with an updated application coming in the next few weeks and buy-online, pickup in-store options for shoppers.

The retailer will be opening its doors on 6 pm on Thanksgiving Day to accommodate consumers seeking holiday deals, and will be offering similar incentives online and through the Kohl’s app. Consumers can easily store Yes2You Rewards points and savings in the app, which is being updated to provide a seamless shopping experience despite the frenzy of the hectic season.

“Kohl’s is excited to announce customers will find a faster, friendlier Kohl’s App launching just in time for the holiday,” said Ale Owens, public relations program administrator, Kohl’s, Menomonee Falls, WI.

Easy digital shopping
The new Kohl’s app will provide even more convenience for users, according to the retailer. Customers can browse by category, redeem their Rewards points and scan Kohl’s Cash and other deals to their mobile wallet that can be used at checkout in-store.

To save consumers valuable time during the holiday season, Kohl’s is providing the option of purchasing items online and picking them up at more than 100 of the designated pickup stores across the nation. Additionally, 800 Kohl’s stores will now be able to ship online orders to local areas, which is expected to expedite the entire shipping process.

“We do not have the option to pickup in-store for mobile customers as this time,” Ms. Owen said.

Kohl’s will also be testing Google Express, a mobile and online shopping platform, in select areas where Google Express members will be able to shop digitally and receive purchased items delivered the same day or overnight.

“This year, I expect that we’ll see many brands test in-store pickup for online sales,” said Monica Ho, senior vice president of marketing at xAd, New York, NY. “It essentially allows consumers to take advantage of Black Friday (and now Thursday deals) while avoiding the long lines and crowd.

“I think consumers will also look at this as a way to do their shopping earlier — without having to leave Thanksgiving dinner.”

Cementing digital strategy
Kohl’s will be teaming up with television competition The Voice and the American Music Rewards for an exclusive retail partnership that will combine traditional media marketing with digital and social media. The retailer is also partnering with Jimmy Kimmel Live! to show consumers what holiday shopping is like inside a Kohl’s brick-and-mortar store.

The brand hopes that its mobile and digital presence will help it stay at the forefront of consumers’ minds during holiday shopping time. For customers seeking immediate deals, the mobile and Web site has a “Today’s Deals” section for easy browsing.

“By offering a more compelling mobile app experience, Kohl’s should be better positioned to serve its customers and drive holiday sales both on- and offline,” Ms. Ho said.

“Smart retailers are looking at how to best serve their customers based on the places they go and things they do. Now that mobile is engrained in consumers’ lives in such a personal way, increasing the options on the way these consumers buy seems a win win for everyone.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York