Kohl's 2002 Annual Report Download - page 13

While national brands attract customers to our stores, our emphasis
on convenience keeps them coming back. In survey after survey, our
customers tell us they enjoy the Kohl’s shopping experience. Our stores
are located close to where our customers live and work, with easy
access and ample parking. Wide aisles, an efficient layout, attractive
displays, specially designed stroller carts and fast check-out make it
easy for customers to make their purchases and get home to their
families. Extended store hours and hassle-free returns make shopping
at Kohl’s both easy and enjoyable.
The Kohl’s shopping experience is continually evolving, as we seek
new and creative ways to add convenience. Recent enhancements at
the check-out include adding debit cards as a form of payment and
faster credit approval for new accounts. Streamlined processes help
to keep our floor fully stocked and reduce transaction time at the
customer service desk. Even wider aisles in our new and remodeled
stores make shopping more efficient and redesigned fixtures increase
capacity and make our stores easier to shop.
Successful promotions
Our in-store presentations are also designed to meet the needs
of our busy customers. Our Get It! key item program offers great
merchandise at real values, with a broad selection of sizes and
colors in stock.
There’s always something new in our table & tower presentation,
which expands the capacity of our selling floor with special seasonal,
gift and impulse items. This concept was enhanced in 2002 with a
very successful promotion of key basic categories such as socks,
underwear and sleepwear.
Our on-line store meets the needs of customers who prefer to shop at
home, with the added convenience of in-store exchanges or returns.
Our bridal registry, called Kohl’s Bridal Aisle
™
, can also be found on-line.
Now, Kohl’s customers can select that perfect wedding gift either at
our in-store kiosks or from the convenience of their home.
Credit card loyalty program
Our credit card program is a loyalty program that provides our frequent
customers with advance notification of sales and special discounts
on their purchases 10 times a year. Our “Most Valued Customer”
(MVC) program continues to grow as our best customers enjoy
additional benefits designed just for them. And our gift card program
experienced extraordinary growth in 2002, as more customers
recognized that everyone can find something they like at Kohl’s.
ADDING CONVENIENCE
The successful Nine & Company line
will be further expanded in 2003.
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