Kohl’s Goes Big on Small Format in New Store Experience Investment Program
This June, Kohl’s will open a brand-new store in Bonney Lake, WA, and in the fall, four additional new small format stores will open in San Angelo, TX, Morgantown, WV, Tacoma, WA, and Lenox, MA. Kohl’s is using information technology to create a highly-localized experience in these smaller stores such as catering the new Tacoma store’s merchandise toward the active lifestyle customer in that market by offering a more focused assortment of outdoor gear.
The retailer is also modernizing its stores overall to provide customers with features that offer convenient services, opportunities for discovery, and an overall inviting experience, it said. By 2023, Sephora at Kohl’s will be introduced to 850 locations, reflecting a new and more modern Kohl’s (the five previously mentioned small format stores opening will be among the first to test Sephora at Kohl’s in smaller store formats).
This “modern” Kohl’s includes the prominent position of Sephora at the front of the store with expanded categories in the surrounding areas such as active, as well as casual and new brands like Draper James RSVP.
Further, Kohl’s is introducing dedicated zones for discovery which will inspire curations of cross-category product and brands including diverse- and female-owned companies. Since the inception of Kohl’s emerging brand program in 2019, the company has introduced over 70 new brands to its customers. By transforming the store flow, the retailer aims to create a sense of discovery when customers enter.
New Integrated Store and Digital Technology
Additionally, Kohl’s ongoing investments in technology across its physical footprint continue to deliver new store experiences. The company is rolling out self-serve buy-online-pickup-in-store and by the end of the year, it will be available in all stores. Kohl’s is also continuing to test self-serve returns, currently in over 100 stores, with more planned throughout the next 18 months. The self-return experience offers a simple in-store drop-off process. Additionally, self-checkout is being tested and will deliver a new kind of checkout experience for customers.